Even though the Ford Bronco brings a lot to the table, it’s not selling as well as some of its competitors. The sales reports aren’t exactly terrible, but it does show that the Bronco is not performing as well as Ford may like. There is one major reason that could be the cause, and it’s pretty obvious when you check the Ford Bronco’s price.

The Ford Bronco’s competitors are outselling it

GoodCarBadCar’s sales reports reveal that the Ford Bronco sold 81,785 vehicles year-to-date for 2023. It’s shown growth of 8.33% over 2022 when it sold 75,495 vehicles. This is a positive sign, but other competitors in the same segment are outpacing it.

The Mazda CX-5 sold 106,113 models year-to-date. It has an increase of 0.36% over 2022 when it sold 105,733 vehicles.

The Hyundai Tucson is doing even better, with a year-to-date sales figure of 134,367 vehicles. In 2022, it sold only 112,654 vehicles, which is an increase of 19.27%.

The Subaru Forester sold 91,108 vehicles in 2023, which is 21,957 more vehicles than it sold in 2022. It has the biggest increase of all, as it sold 31.75% more vehicles than in 2022.

The 2024 Ford Bronco is a stellar SUV

For the base trim 2024 Ford Bronco, you’ll get a powerful 1.5-liter inline-three engine, which generates 181 hp and 190 lb-ft of torque. It offers all-wheel drive and gets a decent 25 mpg city, 28 mpg highway, and 26 mpg combined. The Bronco has a max towing capacity of 2,000 pounds and a max payload capacity of 1,170 pounds.

There is a wide range of exterior colors that are eye-catching. Ford offers several standard features such as blind spot and lane departure warnings accident avoidance system, lane keep assist, rear cross-traffic alert, and driver attention alert. There is also plenty of tech, like an 8.0-inch touchscreen, Android Auto, Apple CarPlay, a USB connection, USB with external media control, and satellite radio.

For those who wish to take their Bronco on adventures, there are plenty of packages you can add to the base model that will make off-roading more accessible. These include an interior bike rack, cargo management system, second-row rubberized seat backs, a fender flare kit, roof rail crossbars, rear mudflaps, and more.

Even though the starting price isn’t all that high, the Bronco can get expensive very quickly. For many car buyers, it appears that even the base price is too much to pay, however, which may explain why shoppers are choosing other vehicles over the Bronco.

Is the Bronco too expensive?

It all comes down to money. The Ford Bronco’s MSRP ranges from $32,895 to $70,095 for the Raptor trim. In comparison, the Hyundai Tucson costs $28,585 to $40,800. The Subaru Forester has a price range of $28,190 to $38,490, and the Mazda CX-5 is $30,675 to $41,975.

The Bronco is $2,220 to $4,705 more for the base trim and $28,120 to $31,605 for the top trim. A few thousand dollars may not seem like much on paper when you consider the base trim, but when you’re working on a budget, it quickly adds up. Given the current state of the economy, many people may want to buy the Bronco, but the increase in price may be more than they can afford currently.

Once the economy begins to pick up, then we’ll have a better idea of how much the Bronco’s higher price is affecting sales. Until then, drivers are clearly choosing to go with the cheaper option in order to save money for the things they really need.