The Ford Bronco experienced a remarkable surge in sales during the fourth quarter of 2024, particularly in the United States, where deliveries skyrocketed by 127 percent compared to the same period in 2023. This impressive growth, totaling 32,224 units, significantly narrowed the sales gap between the Bronco and its primary competitor, the Jeep Wrangler. While the Wrangler also saw an increase in sales, albeit at a slower pace, the Bronco’s dramatic rise highlights its growing popularity and competitive edge in the midsize off-road SUV segment.

The Bronco’s strong performance in the U.S. market contributed to a 3 percent increase in year-to-date sales, reaching 109,172 units. This growth is particularly noteworthy considering the overall segment contraction of 5 percent during Q4 2024. The Bronco’s 44 percent segment share demonstrates its strong appeal among consumers seeking rugged and capable off-road vehicles. In contrast, the Jeep Wrangler maintained its segment leadership with a 52 percent share, while the Toyota 4Runner experienced a significant sales decline due to a generational switchover.

Despite the positive momentum in the U.S., Bronco sales experienced a decline in Mexico, with a 20 percent decrease in Q4 2024. However, Ford is expanding the Bronco’s reach to new markets, with initial deliveries recorded in Argentina and Colombia. Ford is also planning to adjust Bronco production in 2025 due to softening demand. However this can also be seen as an opportunity for the Bronco to refresh and come back stronger.

The Ford Bronco, built on the robust T6 platform, offers a range of engine options and body styles, catering to diverse consumer preferences. With ongoing enhancements and feature updates, Ford is committed to keeping the Bronco competitive and appealing to off-road enthusiasts. The Bronco’s Q4 2024 sales surge signifies its growing presence in the market and its potential to challenge the established dominance of the Jeep Wrangler.