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Just when we thought the 2023 Ford Bronco might overtake the Jeep Wrangler in sales, its archrival widened the gap again. The Bronco and Wrangler have been waging a vicious battle, with each throwback 4×4 throwing haymakers at the other. The Bronco made headlines in January for gaining ground on the incumbent Wrangler. But new numbers suggest that Jeep has extended its lead once again.  

Is the Ford Bronco outselling the Jeep Wrangler?

The 2023 Ford Bronco is not outselling the Jeep Wrangler. The Wrangler has maintained its sales lead on the Bronco after dominating the dedicated off-roader segment for decades. However, the Bronco has nipped at the Jeep’s heels with a steadily increasing market share. The Bronco shrank the distance between the two in January. The Detroit Free Press reports that Ford sold only three fewer Broncos than Jeep sold Wranglers that month. But Jeep has extended its lead again in the months since. 

Wrangler extended sales lead over Bronco again

The Jeep Wrangler outsold the Ford Bronco through the first three months of 2023 despite a close race in January. According to a report from AutoBlog, Jeep sold 37,971 Wrangler units in January, February, and March. The Bronco fell further back at 32,430 sales in that time. 

It isn’t a bad performance from the Bronco – but it’s still short of Ford’s ultimate goal to take down America’s favorite off-roader. Ford can still take home some satisfaction, however. 

As AutoBlog points out, Wrangler sales are down 17 percent from the same period last year, while Bronco sales are up 37 percent. While the Wrangler technically pulled ahead through February and March, it appears the Ford has still taken a chunk out of Jeep’s total sales year over year. It’s yet another volley in the Detroit automakers’ ongoing SUV war.

If only General Motors would join the fray with its own off-roader.

How long is the wait for a new Ford Bronco?

A blue 2023 Ford Bronco climbs a hill off-road with its top down. The Bronco still hans't beat the Jeep Wrangler in sales.
2023 Ford Bronco | Ford Motor Company

If you want to order a Ford Bronco, you’ll likely have to wait four-to-six months for delivery.

Pandemic-era supply chain disruptions are still having ripple effects on Ford’s production capacity – and it’s still trying to catch up on new Bronco orders as a result. 

The release of the Ford Bronco coincided almost perfectly with the start of the coronavirus (COVID-19) pandemic. As Ford geared up to produce its off-roader, the world largely shut down. Ford found itself unable to keep production on pace with the Bronco’s high demand. This created a Bronco-order log jam that persists to this day. Ford still has notices on its website indicating that not all Bronco orders will be met in 2023. Buyers are waiting months to get in the driver’s seat. 

This affects the sales battle with Jeep because Ford can realistically only sell as many Broncos as it can produce at a time to catch up with existing orders. The numbers might look different if Ford could build a substantial Bronco inventory. For now, the Jeep Wrangler still reigns supreme.

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Staff Writer, Producer - SUVs

Scott Prewitt

Scott Prewitt joined the MotorBiscuit team in 2023 as a Staff Writer for the SUV section. During college, he began his career in journalism as Editor in Chief of The Creightonian. After graduating from Creighton University with a Bachelor of Arts in Journalism, News and Public Relations, Scott spent time in a local newsroom. He soon found his way to the world of automotive journalism and has been writing about cars since 2017.

A passion for all things automotive began at a young age. Playing Gran Turismo racing games in the early 2000s sparked an interest in cars and Scott began devouring Car and Driver stories when he was in the fourth grade. Since then, Scott’s enthusiasm for autos has grown to become the focal point of his career as a journalist.

By combining the skills that earned him the News Graduate of the Year 2016 and the Omaha Press Club Recognition & Academic Scholarship with a craving for knowledge of automotive industry, Scott covers a wide range of content from breaking news about the latest SUV models to designated off-road and overlanding rigs. His reporting is informed by personal experiences like road trips, intriguing automotive history, and time spent poring over various outlets and YouTube channels. Scott is drawn to car culture because, in his own words,  “these vehicles are a combination of purpose-built engineering and emotive, expressive design.”

The personal aspects of the autos world are of particular interest to Scott, and he is fascinated by the relationship between humans and cars. Years of writing for dealerships across the country and time in the corporate communications world lend to his expertise as a writer here at MotorBiscuit.