The Ford Bronco passed the Jeep Wrangler on the U.S. sales charts for the first time during the second quarter of 2026. The Bronco has been slowly chipping away at the market share of its most direct rival since it launched six years ago in the summer of 2021.
Ford delivered 45,739 Broncos to customers during period which was a 15.9% increase over the prior year, while the Wrangler’s tally fell 12% to 41,793, despite a series of price cuts and continuing onslaught of special edition models aimed at defending its turf.
The Wrangler’s year-to-date sales are still well ahead of the Bronco’s at 86,254 to 76,936, thanks to a stronger first quarter, but Ford could close that gap by the end of the year if the two continue at the current pace.
General Motors doesn’t currently have an equestrian-themed vehicle in this race, but the open-top Bronco and Wrangler are outsold by the combined efforts of their closest closed-top competitors from another automaker.
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The Toyota 4Runner and Land Cruiser are the only other mainstream midsize, body-on-frame SUVs currently available. The two are derived from the same platform and accounted for 76,936 and 16,412, respectively, through the first two quarters of 2026.
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Land Cruiser sales dropped 40% as the production of the new 4Runner ramped up over the past year, driving a 141% increase in deliveries. The big difference is that the Toyotas are imported from Japan, while the Fords and Jeeps are both made in USA.
More competition for all of them is on the way as Nissan has confirmed a new American-made Xterra is in the works, which is expected to be on sale in 2028.
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