Despite the Bronco’s entrance in 2021, Wrangler still has a market share of 7 to 9 percent in its segment.
Ford Bronco versus Jeep Wrangler. Motoring enthusiasts can’t get enough. Ford’s reborn off-roader was designed to compete with Jeep’s 4×4 but, with the Bronco having sold over a million units, does the Wrangler feel the pressure of its first direct competitor in decades?
IHS Markit research shows that the answer is no. not yet may be a better answer. Although there are some Jeep buyers who have left, it is not enough to reduce Wrangler’s market share. Other factors are at play as well, not least Bronco’s recent arrival.
IHS Markit sales data plots market share Jeep Wrangler Going back to 2019. Going back to 2019. With Bronco We see Wrangler share dropping to about 6 percent starting in the summer 2021 before it returns to 8 percent this year. Bronco has seen its share rise to around 5 percent. In the big scheme of things, the Wrangler seems to be doing well as the Bronco expands its SUV segment.
Where are Bronco buyers coming in? Other SUVs are losing share in the study, including the Honda CRV and Jeep Cherokee. Bronco seems to be bringing in new buyers to the off-road-focused SUV market. The study also mentions brand loyalty as a factor in Bronco’s sales for the first year. Nearly half the buyers of Bronco already own a Ford while only four Wrangler owners own a Jeep.
Wrangler’s market share has remained steady, but the study did mention some Wrangler defectors. IHS Markit claims that Bronco has been preferred by more Jeep owners than any other brand. Bronco is still relatively new, so data will continue to decline once initial excitement subsides.
Bronco was outsold by Jeep by almost 9,000 units in the March quarter 2022. The year-over-year Wrangler sale is down 8 percent. However, enduring supply chain problems could be to blame. It will be interesting for Ford and Jeep to report on how sales compare in the first half. This should happen within a few weeks.