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Ford Bronco Sales Down — Q1 Off-Road Sales Update

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While Ford’s Q1 sales were up, Bronco sales were down. How did the rest of the off-road market compare?
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Ford sales climbed 7% YoY in Q1, outpacing the rest of the automotive industry. However, Bronco sales fell to 24,066 units from 32,430 in 2023— a 25.8% drop.

The Bronco Sport fared better with a 5.7% increase, reaching 31,656 units sold.

The new Ford Ranger, which now shares the same platform as Bronco and is pushing a more off-road capable design, saw an 83.3% drop— selling only 1,918 trucks in Q1 of 2024. However, it should be noted the 2024 version of the pickup was hindered by retooling/production issues, a UAW strike, and has only begun rolling onto dealer floors in March.

How did others do?

Jeep Wrangler sales increased by 1% to 38,308 units in Q1 of 2024.

Jeep Gladiator sales fell by 4% to 12,989 units.

Toyota 4Runner sales increased by 70% to 12,756 units.

Toyota Tacoma sales decreased by 55.5% to 8,310 units.

Alas… The numbers don’t lie. Jeep Wrangler is still the go-to off-road vehicle for Americans. However, the competition is heating up. Toyota’s comeback of the Land Cruiser is just starting to roll onto dealer floors and it’s getting ready to announce a complete redesign for the 2025 4Runner.

And this competition is good for Bronco enthusiasts.

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