The Bronco-Wrangler Sales Battle Is Heating Up As Q1 Numbers Come In
In the muscle car world, it's Mustang vs. Camaro. In the land of Italian exotics, you get Ferrari vs. Lamborghini. When it comes to street-going off-roaders, there's no rivalry more iconic than Jeep Wrangler vs Ford Bronco. The latter has been chasing the former ever since it returned for the 2021 model year, with yearly Bronco sales always falling short of its foe's finally tally. This year, things are looking up for the Blue Oval brand, though it still has its work cut out for it.
For reference, here's the competitive yearly figures as per GoodCarBadCar (Bronco) and Wikipedia (Wrangler):
Year | Ford Bronco | Jeep Wrangler |
|---|---|---|
2021 | 35,023 | 204,609 |
2022 | 117,057 | 181,409 |
2023 | 105,665 | 156,581 |
2024 | 117,986 | 151,163 |
2025 | 146,007 | 167,322 |
There's still a long way to go in 2026, though now we at least have the first quarter numbers. Jeep sold 44,461 Wranglers while 31,197 Broncos found homes. In year-over-year percentages, the Jeep's numbers are up 17% while Ford's are down 4.3%. What gives?
Well, don't forget that Ford has been battling an onslaught of recalls, many of which the Bronco was subjected to. That doesn't help. And as it turns out, Q1 isn't the Bronco's sales sweet spot.
Ford is reporting the brand sold 17,073 Broncos in April, which represents a 2.7% increase over the course of the year so far, and in 2025, the model tallied a YoY increase of 30%. Again, there's still a lot of year left, and with gas prices always in the public eye (neither vehicle gets great gas mileage) plus a war with an indefinite timeline (aiding economic instability), sales could fluctuate wildly between now and December 31st.
On the horizon, too, are competitors from Hyundai and Nissan. We're guessing that buyers will remain brand loyal, and the upcoming years alike will show just how willing Ford and Jeep buyers are to spend money on the Bronco and Wrangler.
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Based in Connecticut, Ross hosts The Hooniverse Podcast. He has been in the off-road world since he was a kid riding in the back of his dad’s YJ Wrangler. He works in marketing by day and in his free time contributes to Hooniverse, AutoGuide, and ATV.com, and in the past has contributed to UTV Driver, ATV Rider, and Everyday Driver. Ross drives a 2018 Lexus GX460 that is an ongoing build project featured on multiple websites and the podcast.
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