2023 Auto Sales Showdown: Ford Bronco vs. Jeep Wrangler

Five years ago, Ford dropped the bombshell that the Bronco was making a comeback. Fast forward to today, after the dust has settled on its tumultuous launch, we’re ready to witness the clash of titans that America has been waiting for – Ford Bronco vs. Jeep Wrangler. Let’s dive into the numbers and figure out which SUV has truly captured the hearts of the nation.

The 2023 Battle: Jeep Wrangler Takes the Lead

  • Jeep Wrangler: 156,581 units
  • Ford Bronco: 105,665 units

In the showdown of 2023, the Jeep Wrangler emerged as the undisputed champion, outselling the Bronco by a significant margin of nearly 50%. Even though Ford managed to move 105,665 units, it was a bit of a letdown, falling short of the 2022 performance by almost 10%. Trying to decipher real-world popularity amidst the lingering effects of the Covid era is tricky, but it’s the best yardstick we have. The Bronco, dealing with aftershocks from its launch and Ford’s overall quality crisis, faced challenges in 2023, including a late-summer strike. Both the Bronco and Wrangler were early targets of the UAW.

Jeep, on the other hand, clocked in 156,581 Wrangler sales during the same period, a drop from 2022 by nearly 20%. Compared to the glory days of 2019 when Jeep moved 228,032 Wranglers, there’s been a substantial decline. The once mighty Wrangler, which once threatened to outsell the Toyota Camry, now enjoys a comfortable lead of over 100,000 units. What caused this shift? One word: Bronco.

Why It Matters: A Rivalry That Benefits Enthusiasts

The magic of this rivalry is that, as passionate buyers, we’re the true winners. Competition spurs innovation, evident in the evolution of the Wrangler within a single generation. The mere prospect of the Bronco forced Jeep’s engineers to up their game, giving us the impressive JL Wrangler we have today. The previous Wrangler had just one engine, but now we have a lineup of five, including a plug-in hybrid, a powerful V8, and a now-discontinued six-cylinder diesel. Ford, not resting on its laurels, has been staying ahead with models like the Raptor, capable of challenging the Wrangler Rubicon 392 in a straight line and dominating on softer terrains.

Consider this: Jeep could have squeezed the 5.7-liter Hemi into the JK Wrangler, but they refrained. Why? Because the Wrangler was selling just fine as it was. Having the segment all to itself, it coasted along without the pressure to improve. But that’s a luxury Jeep can no longer afford. The result? A fleet of cooler Jeeps. What a time to be alive!

Looking Forward to 2024: A Level Playing Field

In a nutshell, we can expect a more balanced showdown in 2024. Ford has overcome the hurdles it faced during the Bronco’s launch, and with supply chain issues easing up, the path ahead should be smoother. Keep an eye out for the wildcard in the mix – the Toyota Land Cruiser. This time, Toyota is targeting the mainstream, potentially making the Land Cruiser a viable contender alongside the Wrangler and Bronco. Sharing its foundation with the new Tacoma opens up the possibility of more enthusiast-friendly options. Even if it doesn’t directly compete, it might attract buyers seeking a premium experience without the hefty price tag of a luxury badge. The stage is set, and the SUV saga continues.