The Ford Bronco was resurrected to battle the Jeep Wrangler. For years, the Wrangler stayed ahead of the Bronco with more sales. However, the scales are starting to tip and Ford thinks tariffs are helping the Bronco catch up. 

The Ford Bronco is really gaining on the Jeep Wrangler 

The battle between ionic SUVs just intensified. According to The Street, the Ford Bronco has sold more models than the Jeep Wrangler for the past seven months in a row. 

For the first time, the Bronco could end the year with more sales than the Wrangler. In 2024, the Bronco sold 138,150 units and the Wrangler sold 151,164. So the Bronco was only behind by 13,014 models. 

Ford thinks tariffs are pushing Bronco sales in the right direction. It launched a “From America, For America” campaign with employee pricing before tariffs hit. It also shared that the Ford F-150, Explorer, and Bronco are 100% built in the United States. 

On the other hand, Jeep was voted the most patriotic brand and has also been offering employee pricing among other incentives. Plus, the Wrangler is built in America as well. 

If you look at the American-made index the Wrangler landed in 13th place. The Ford F-150 is in 37th place and the Bronco is in 47th place. So, Ford has been in its marketing game. 

While the Bronco and Wrangler are both made in the United States, the Wrangler ranks as being much more American-made. 

Ford sold over 30,000 Bronco models in May. Unfortunately, I don’t have the exact figure for Wrangler sales. However, the Bronco is currently ahead and it might not be because of tariffs, but instead how Ford navigated around them.