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Trucks aren’t the only vehicles facing sales declines. Popular SUVs are also starting to drop. Even the Jeep Wrangler is facing declining sales, but this isn’t a victory for Ford Bronco fans. The Bronco is declining at a faster rate. 

The Ford Bronco and Jeep Wrangler face declining sales 

Inflated prices for SUVs may have hit their peak because people have been deciding to wait a little longer before buying a Jeep Wrangler or Ford Bronco. Both of these adventurous beasts need to turn things around.

During the first half of 2023, the Wrangler sold 84,642 models, but during the first half of 2024, it only moved 77,204 units. It experienced a 9.0% sales decline year over year. 

During the first half of 2023, the Bronco sold 58,580 SUVs but that figure dropped to 50,152 units for a 14.4% sales decline.

The Wrangler probably feels comfortable with its 50% lead over the Bronco in 2023. Plus, bronco production has stabilized, so it can’t use delays and product shortages as an excuse for lagging behind. 

The 2024 Ford Bronco off-roading
2024 Ford Bronco | Ford

However, Wrangler sales have been declining for years. In 2020, it managed to sell 228,032 soft top models alone. The Ford Bronco is definitely impeding its sales. If the Wrangler continues to fall, the Bronco could easily catch it. 

The Wrangler 4xe is still a crucial advantage against the Bronco. It pumps out 375 hp, has a 21-mile electric range, and fetches an EPA-estimated 49 mpg. 

The Bronco has been consistently working to stay one step ahead of the Wrangler, and the Bronco Raptor did come out before the Wrangler Rubicon 392. The Raptor has 418 hp while the Rubicon 392 has 470 hp. 

Both SUVs have secret plans up their sleeves to compete against each other. However, what if both options are just too expensive in this economy? 

The 2024 Jeep Wrangler starts at $33,790, including the $1,795 destination fee. The 2024 Ford Bronco begins at $41,225 including the $1,595 destination fee. So, the Wrangler starts at about $7,435. 

But when was the last time you saw a vehicle actually listed near its MSRP? Price drops might not even make a difference if crazy markups are still in place. 

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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.