Bronco sales slips far behind Jeep Wrangler

[Flip]

I saw a Ford Bronco once, it had a really nice glove box.
It was the OJ special edition. White with black trim, extended fuel range and governed to 30 mph.

Hey guys check it out, I made a funny.
@Tredsdert
@Tncdrew
@2nd 392
@Terrymo
@gsbrockman

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[dstevens]

I had a Bronco on order for 18 months. I even went out to Vegas and participated in their off-rodeo which was awesome. After 18 months I got an email from Ford saying they couldn't build my Bronco as ordered (covid/supply chain issues) and I'd have to downgrade or cancel. I canceled and ordered a jeep and haven't looked back, I couldn't be happier that I ended up in my jeep.

My friend was in exactly the same situation but downgraded (removed sasquatch and hard top) with the idea that he could sell the Bronco at a profit if he did not like it and get a Jeep. At the time they were selling well over MSRP used.
Now he is stuck with a vehicle that was not what he wanted. The factory soft top allows dust in and whistles at highway speeds. The hard top is $4500 and if you want to go to 35s then it is another $2000 for the lift and $2000 for the tires and you'll probably never be as good as the factory kit.
I have driven the Bronco and it is just fine but I think you made the right choice.

 

[west tex]

It looks like auto sales in general are in the doldrums right now. My hope is that is NOT a sign that the economy is about to take a dump.

But I'm worried.

America has recovered from the pandemic in much better shape than the rest of the world.

So far. Will our luck hold out?

 

[bthomp]

im trying to convince my wife to get a bronco or a challenger for her next car. she really likes both.

base sasquatch would be ideal.

I thought that math was more like this:
4x4 vs Challenger = 392

 

[2nd 392]

I saw a Ford Bronco once, it had a really nice glove box.
It was the OJ special edition. White with black trim, extended fuel range and governed to 30 mph.

Hey guys check it out, I made a funny.
@Tredsdert
@Tncdrew
@2nd 392
@Terrymo
@gsbrockman

Hey- I had an OJ Bronco (almost, an 89) it damn sure couldn’t be a high speed chase the POS was governed to 85 mph. It couldn’t be a long one either at 9 mpg. ….. wish I still had the 69 though see classic car auctions

 

[gato]

As I said in other threads, I'm glad the Bronco is around as it is the reason Jeep gave us the XR/35" package, the 392, etc. I hope Ford continues to improve it, so Jeep can't stand still - the JL is in its 8th model year and is basically the same vehicle from fall 2017.

As for the volume declines for both Bronco and Wrangler, in addition to the softness of the auto market in general (caused by overhang from buying cars are MSRP+ in the pandemic and higher prices in general, the other main factor is competitive product launches.

The following vehicles, which are frequently cross-shopped with the Wrangler/Gladiator are brand new in the market or coming next month (4Runner).

New Ranger, specially the Raptor.
New Toco, specially the TRD Pro and Trailhunter
New Land Cruiser
New Lexus GX550
New 4Runner, specially the TRD Pro and Trailhunter (coming next month)
New Sequoia, specially TRD Pro
Refreshed Colorado ZR2
Multiple new Defender Models

(I'm prob forgetting some others)

Point is competition is intensifying

 

[pablo_max3045]

It's almost like people have no interest in spending 80k on a car. Weird.

 

[Fatbob Frank]

My nephew just started working for a local Ford dealership so before we bought our Wrangler I looked hard at the new Broncos to give him some business...
Wife took one look at them and said they were the fugliest thing she'd ever seen...
( Then buys a Pink JLU...)
FYI- The Willys was cheaper than the Bronco I was considering even before the $3k discount...

 

[HipCheck]

I think the Bronco is just a little too big compared to the Wrangler. Park it next to an F-150 and it’s almost the same.

Spot on. I think the Jeep "seems" smaller with the fender design, especially behind the wheel.

 

[Robert123]

I think the Bronco is just a little too big compared to the Wrangler. Park it next to an F-150 and it’s almost the same.

Unlimiteds look too big to me to offroad as well...always have

 

[SoK66]

I'm a Ford retireee and get employee discount on Bronco. Last year when I tried to order one three of the local area dealers basically hung up on me, a fourth would order whatever I wanted but siad if a retail buyer wanted it at MSRP+ they'd sell it to them. I got a Gladiator with a huge discount.

Had to happen, penny came due on Bronco. Local dealer has them starting to pile up, says buyers' perception still at $10k+ over MSRP. They are being "fair" and just asking MSRP, while reality set in and larger urban dealers are making deals.

Make no mistake, Bronco took a big bite out of JL sales. It has a lot more interior space and the highway driving dynamics are a major step up due to IFS. On the trails from what I've witnessed they are at least competent. Building them is more complex, though I haven't done a side by side comparo on costs for a 3.5" lift, 37s, etc. Whatever, the competition is good for Jeep.

 

[Ratbert]

Spot on. I think the Jeep "seems" smaller with the fender design, especially behind the wheel.

I'm not sure why you put seems in quotes. The Braptor is about one foot wider.

 

[HipCheck]

I'm not sure why you put seems in quotes. The Braptor is about one foot wider.

"I" "see" "your" "point". Some vehicles drive smaller than they are. Some drive larger. Bronco drives larger to me (all versions) after driving a Wrangler for so long.

 

[Spacenut]

One of the biggest downfalls of the Bronco to me is the lack of creative colors. Wrangler has at least 10 colors that are likable or edgy. Bronco colors are boring.

 

[RubiSc0tt]

Only real advantage is immunity against death wobble?

Technically not true. IFS vehicles can get Death Wobble- it's just not as common. I found this while researching Death Wobble (on one of my old Jeeps) and found a handful of threads on slammed IFS trucks getting Death wobble.

Not trying to be an arse with the laugh, but half the members of this forum argue that pushing the 4xe on everyone is the cause of poor Wrangler sales.

Edit: I have no dog in that fight, and there’s a chance my next car will be electric. I just find it funny that the 4xe is the cause of both higher and lower sales depending on who you ask.

This forum is confirmation bias though. We are the lunatic fringe, most of us on this forum take our Jeeps off road and do stupid Jeep tricks with them. We do at least some of our own work. Unless you're just a forum user who joined to get info on the JL platform and doesn't wheel- congrats, you've already dug deeper than 90% of the public. Most of those people are still asking stupid questions on Jeep FB groups and complaining about ducks and waves.

Again, based on my limited experience, most people (the same from the above paragraph, in fact) don't care. It's a Jeep. It's a Hybrid. Now they can justify the bad fuel mileage (or whatever it's considered in a Hybrid) and lease that cool Jeep they always wanted. OR buy, depending on factory rebates/ Government incentives. Most won't care. They'll drive it like a regular SUV until they have a problem. They might take it to the dealer or they might get rid of it. When they're done, they'll get something totally different.

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