Many had thought that when the new-age Ford Bronco hit the market, it would easily outsell the older and less advanced Jeep Wrangler. That hasn’t been the case and in the first quarter of 2023, it was the Wrangler that was outselling its Ford rival.
Sales data released by Stellantis reveal that a total of 37,971 examples of the Wrangler were sold last quarter. While that represents a 17% decrease from the 45,551 units that were sold in Q1 2022, it was enough for the Wrangler to firmly establish itself as Jeep’s second best-selling vehicle, behind the Grand Cherokee with 54,502 sales.
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Meanwhile, Ford was able to sell 32,430 examples of the Bronco in the United States last quarter. While that is 5,541 vehicles shy of what Jeep was able to sell, it is a much better performance than Q1 2022 when Jeep sold almost 22,000 more Wranglers than Ford was able to sell Broncos. Additionally, whereas sales of the Jeep Wrangler dropped by 17% this quarter, sales of the Bronco spiked by a significant 37.6% from the 23,573 units that were sold in Q1 2022.
It is understood that the popularity of certain Bronco models, such as the Outer Banks and Raptor, has allowed Ford to reduce Jeep’s lead.
Speaking of the Jeep brand more broadly, a total of 154,203 units were sold in the U.S. last quarter. This is a 20% decline from Q1 2022. Sales of the Renegade, Wagoneer, and Grand Wagoneer were hit particularly hard, each slipping by 59%. Indeed, all Jeep models experienced a decline in sales last quarter except for the Cherokee with its sales climbing 31% from 10,079 last year to 13,213 units.
As for Ford, its total sales for Q1 hit 475,906, a promising 10.1% increase from the 432,132 vehicles it sold in Q1 2022.