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There could be trouble for a few boxy SUVs. Two SUVs with declining sales include one that was brought back from the dead and its more affordable spin-off. Let’s dive in to see why the Ford Bronco and Ford Bronco Sport need to turn things around. 

Why do the Ford Bronco and Ford Bronco Sport face declining sales? 

According to the latest Ford sales report, the Ford Bronco and Ford Bronco Sport have had a rough start to the year. 

In May of 2023, the Bronco sold 8,211 SUVs and in May 2024, it moved 9,679 models, which is a 17.9% increase, but don’t get excited yet. 

The Bronco sold 50,124 models in 2023 year-to-date, but it has only sold 42,601 models so far in 2024. This is a 16.1% sales decrease, so it has some ground to cover if it wants to catch up. 

Things are a little worse for the Ford Bronco Sport, which only sold 10,594 SUVs in May 2023, and 9,933 units in May 2024 for a 6.2% sales decrease. 

It sold 51,991 models in 2023 year to date, and 49,175 models so far in 2024 for a 5.4% sales decrease. But it shares a lot of parts with the Ford Escape, which has positive sales growth. 

The 2024 Ford Bronco Sport off-roading on the beach
2024 Ford Bronco Sport | Ford

You may assume that the Bronco has decreasing sales due to production problems or sharing the same factory with the Ranger, but Bronco production is prioritized over the Ranger to catch up on delayed orders. 

Also, Bronco production is going smashingly. The supply is there, but people aren’t buying them. Is the Bronco just too expensive? It starts at $39,360 and the Jeep Wrangler starts at $31,995. 

Other rumors suggest that the Bronco’s interior is made with low-quality materials, so it doesn’t provide enough value. Plus, it gets an EPA-estimated 18 mpg in the city and up to 17 mpg on the highway, meaning it’s very thirsty. 

Issues with the Bronco Sport also include its price. Critics blame a lack of interest and high prices for its decline, but the starting price was just reduced to $29,795 in an attempt to regain interest. 

Plus, the interior quality fails to impress drivers. The trim pieces don’t match up and fall apart. But the Bronco Sport does have an excellent reliability rating. 

It seems like Bronco and Bronco Sport sales are down due to high prices and a lack of value.

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Staff Writer

Allison Barfield

Allison Barfield joined MotorBiscuit in 2020 and covers all things trucks, SUVs, and Jeeps. Having grown up on a farm in Rock Hill, South Carolina, she’s no stranger to the “Best in Class” truck and SUV debates; people in her hometown were always gathering to help work on vehicles together, and deliberation would naturally arise.

Allison graduated from the University of South Carolina with a degree in Media Arts. She has helped bring awareness to issues Women In Trucking face and has promoted Truckers Against Trafficking, an anti-trafficking NGO.

A fan of creatively dark literature, Allison appreciates the works of Shirley Jackson and Emily Dickenson. She lives in a mountainous area of the country and enjoys off-roading and camping. Her dog, Bruce, often joins her in testing trucks and SUVs for our site.