July 14, 2024
Electric & Hybrid Cars

Comparison of 2024 Auto Sales: Ford Bronco and Jeep Wrangler

Five years ago, Ford provided concrete evidence that a new Bronco was in development. At the time, the outcome of the revived 4×4’s market debut was uncertain. Now, nearly four years after its turbulent launch, production has stabilized, setting the stage for a long-awaited showdown. While we can compare the 2024 Ford Bronco and 2024 Jeep Wrangler all day, the true test lies in consumer preference. In 2024 so far, the answer seems to be favoring the “Wrangler.” Let’s delve into the sales numbers.

2024 H1 sales:

  1. Jeep Wrangler – 77,204 (– 9.0%)
  2. Ford Bronco –  50,152 (– 14.4%)

Despite a solid performance in Q2 (with Bronco sales remaining stable compared to the same period in 2023), Ford still has ground to cover to surpass the Wrangler in 2024. Jeep, on the other hand, experienced a decline in Q2 following a strong Q1. If Ford can maintain momentum while Jeep falters, this competition may become more intriguing. For now, Jeep’s lead of over 50% is significant.

2023 H1 sales:

  1. Jeep Wrangler – 84,642
  2. Ford Bronco – 58,580

History seems to be repeating itself thus far. Jeep’s early lead in 2023 continued to grow, outselling the Bronco by almost 50% by year-end. Ford’s midsize off-roader sold 105,665 units, a drop of nearly 10% from the previous year. The impact of the Bronco’s launch and other challenges faced by Ford in 2023 influenced its sales figures. Jeep, on the other hand, sold 156,581 Wranglers during the same period, a decrease from 2022 and a significant drop from 2019. The introduction of the Bronco reshaped the market dynamics, affecting Wrangler sales.

In the ongoing rivalry, enthusiasts benefit from the competition between the Wrangler and Bronco, driving innovation. Jeep’s engineers enhanced the Wrangler, offering a range of engines and features in response to the threat posed by the Bronco. Ford, in turn, has pushed the boundaries with models like the Raptor, keeping pace with Jeep’s advancements. The competitive landscape has led to the introduction of more exciting options for consumers.

What to expect in 2024:

Ford is now in a better position compared to the Bronco’s launch period, and with supply chain challenges easing, 2024 should be smoother. Another factor to watch is the Toyota Land Cruiser entering the mainstream market, potentially competing with the Wrangler and Bronco. This could attract buyers looking for a premium experience without the luxury price tag.


Q: Which SUV has better off-road capabilities, the Jeep Wrangler or Ford Bronco?

A: Both vehicles are highly capable off-road, but the Wrangler has a longer history and established reputation in this regard.


As the battle between the 2024 Jeep Wrangler and Ford Bronco unfolds, consumers are presented with exciting options in the off-road SUV segment. The competition between these two iconic vehicles continues to drive innovation, offering enthusiasts more choices and enhanced features. Ultimately, it’s a win-win situation for SUV buyers.

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