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Ford Bronco Continues To Steal Sales From Jeep Wrangler
March 4, 2022
by Nikesh Kooverjee Industry News / 3 Comments
Many Jeep Wrangler owners are trading their cars in for Broncos in 2022.
The Jeep Wrangler range may seem dated to some but if you look at the offering in its entirety, it makes for a pretty compelling case. Those looking for performance can opt for the V8-powered Rubicon 392 and customers wanting to lower their impact on the environment can select the award-winning plug-in hybrid 4xe powertrain.
The body is available in two- and food-door configurations with the choice of a soft- or hardtop roof. Although not technically the same model, the Gladiator can be seen as a truck variant as it shares a platform with the Wrangler. But despite its breadth of capabilities, the Wrangler is struggling to put up a fight with the younger Ford Bronco.
As of February 2022, the battle is proving to be much harder for the more established 4x4 as Ford confirms that its Bronco range has managed to convert more Jeep Wrangler owners than any other competitor in conquest sales; to put it bluntly, Ford said that the "Bronco's number 1 competitive conquest is [the] Jeep Wrangler". It was able to do this despite being hit with production cuts due to the semiconductor crisis and significant markups at specific dealers as a result of the low stock.
Compared to 2021, the Bronco range has managed to increase its sales by 131% in the first two months of this year. Ford's entire SUV range saw an increase of 5.3% during the same period. On average, Bronco-badged models don't stay on dealership floors for more than a few days before finding a buyer, illustrating just how in-demand this appealing off-roader SUV is.
Looking at February alone, the Ford Bronco Sport range sold 10,285 units, and the Bronco, 5,715. Jeep is yet to announce its sales for February 2022 so we don't have a point of comparison for this period as yet. Looking forward, it doesn't seem very likely that the Wrangler will turn the tide of this battle, as the Bronco range is set to be even more compelling for the upcoming 2023 model year.
Set to be introduced to the range are two flagship trims that cater to different types of consumers. The Raptor will be a fast-paced off-roader set to tackle the Rubicon 392 head-on, while the Everglades will cater to the more adventurous owner. One segment that the Bronco is yet to cover is the PHEV market but with Ford's quickly escalating electromobility plans, this is something that is likely to appear in due time.
