The Jeep Wrangler Is Still Crushing The Ford Bronco In Sales, But It’s Not All Good News
The Jeep Wrangler is outselling its only direct rival, the Ford Bronco, by a wide margin this year.
Jeep delivered 35,874 Wranglers in the third quarter to bring its 2024 total to 113,078 through September.
The Bronco only racked up 26,796 sales during the period and it’s year to date figure was just 76,948 as of Sept. 30.
Jeep’s lead looks insurmountable for the full year and should keep it atop the topless truck charts yet again.
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But things aren’t all rosy for either brand. Sales are down 11% for the Wrangler and 15.9% for the Bronco, and it looks like the segment has become something of a zero sum game for the pair since the Bronco launched for the 2021 model year.
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Jeep sold a record 240,032 Wranglers in 2018 before the Bronco arrived on the scene, but just 155,491 in 2023 when Ford delivered 127,476 Broncos as production of both recovered from pandemic lows. This year’s drop comes even as Jeep released an updated Wrangler for 2024.
But while they are the only two players in the game with removable roofs, they do have some adjacent competition from the Toyota 4Runner which is up 3% in 2024 to 89,191 deliveries even though a brand new 4Runner is about to launch in the coming weeks. Add to that 18,296 deliveries of the slightly larger all-new Land Cruiser and Toyota has 107,487 sales in this segment.
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Jeep will be expanding its open-air SUV lineup soon, however, with the upcoming launch of the Recon that will initially be offered as an electric vehicle, but is built on a platform that can also accommodate hybrid and pure internal combustion engine powertrains.
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The Recon doesn’t have an entirely removable roof like the Wrangler, but the top panels can be taken out along with the side glass and the doors also come off. An exact date for its release has not been confirmed.
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