The Ford Bronco has one significant goal, which is to defeat the Jeep Wrangler. It seems like the Ford Bronco stole the spotlight, but the Jeep Wrangler isn’t nervous. It’s holding up just fine against the new Bronco so far.
Is the Ford Bronco stealing Jeep Wrangler buyers?
According to Motor 1, the Wrangler has been on a roller coaster ride since 2020. It has about 11 percent of the market share but dropped to six percent when the Bronco began sales in 2021.
But since then, the Wrangler has reclaimed about eight percent of the market while the Ford Bronco has about five percent stake. So the Wrangler is holding its own as the Bronco expands in the SUV segment.
Plus, the Wrangler moved about 9,000 more units than the Bronco by the end of March. But keep in mind, with today’s unstable supply chain, things could change.
Where are Bronco sales coming from?
If the Ford Bronco is only stealing a few Jeep Wrangler fans, then where are the sales coming from? Reportedly, models like the Jeep Cherokee, Nissan Rogue, and Honda CR-V are losing buyers to the Bronco.
The Ford Bronco seems to be attracting more first-time off-roaders to the market. The Jeep Cherokee and Honda CR-V are both in need of a redesign as they’re noticeably becoming outdated.
Brand loyalty also comes into play. Nearly half of all Bronco owners already own another Ford Vehicle. However, only about four out of every 10 Jeep Wrangler owners have another Jeep vehicle.
Also, the Bronco numbers could be inflated. There is tons of excitement surrounding the new SUV, but people could lose interest once that new car smell wears off. The upcoming Jeep Cherokee redesign and new Honda CR-V could steal customers back.
People have been waiting on their Bronco orders for months. Some reservation holders have been able to buy a new Jeep Wrangler while they wait.
Perhaps if the Bronco wasn’t hit so hard by inflation, supply chain issues, and the semiconductor chip shortage, it could have more inventory to increase sales.
Is the Wrangler better than the Bronco?
The Jeep Wrangler and Ford Bronco are both excellent SUVs with different strengths and weaknesses to consider. For example, the Bronco is a little safer and has a slightly smoother ride over the pavement.
But the Wrangler excels with a higher reliability ranking than the Bronco. It can also go further in the wild thanks to its solid axle setup. The Wrangler has a better approach, break-over, and departure angle.
Plus, despite incredibly high dealership markups with Bronco models, the Wrangler still has the best resale value. The Bronco is a little wider and longer than the Wrangler, which is great for cargo and passenger space.
However, extra weight and a larger size can make it more difficult to dominate narrow trails. This is why the side mirrors can be removed from the Wrangler. It’s designed to be more agile.
The Bronco is making a great entry to the segment, but it’s not hurting the Wrangler yet. Stay tuned for the latest updates.