Digging Deeper Into Numbers.
In the quarter of early 2023, an outstanding contrast emerged with respect to sales figures of the Jeep Wrangler and the Ford Bronco. The Wrangler was able to record a higher mark in the amount sold, but closer inspection of the numbers provide a more comprehensive understanding.
Ford sold 32,430 units of the Bronco in the latest period, registering a 37.6% surge from last year’s 23,573 units. The Bronco family, including the Bronco Sport, experienced an 18.3% jump in demand. Ford noted continued enthusiasm for the line, which was fuelled mainly by buyers trading in Jeep Wrangler and Grand Cherokee versions; roughly 60% of those transactions constituted such “conquesting”.
It appears that Ford has reported a surge of female purchasers for their esteemed Bronco series. The percentage being 31, eight points more than when the model was originally introduced in 2021. Their most recent customer demographics, up until January that is, demonstrate this.
Conversely, Jeep sold 37,971 Wrangler units in comparison to the amount of Bronco models dispersed during the same timeframe. Yet, this figure is 17% less than the 45,551 Wrangler units that were sold a year ago.
In comparison to the year prior, total US sales for the Jeep Wrangler 4xe have dramatically increased by 72 percent. This particular model constituted 38 percent of the total Jeep Wrangler sales in the first quarter of 2023 and sold 14,392 units.
“We are still witnessing robust demand for our plug-in hybrid vehicles, with the Jeep Wrangler 4xe and Grand Cherokee 4xe occupying the first and second positions, respectively, as America’s most popular PHEV vehicles,” declared Jeff Kommo, Head of Sales at FCA US.
It would seem that Ford’s Bronco is inching its way up market, as opposed to Jeep’s Wrangler. Data suggests a downward trend in the Wrangler 4xe’s sales, while the Bronco has experienced noteworthy expansion.
The imminent relaunch of Broncos retail shops on the 27th of March might indicate a continuing rise for the name. In the meantime, Jeep is beginning to establish itself in other areas, mainly in the sphere of plug-in hybrids. The freshly launched Wrangler from 2024 may prove to be a helpful asset for Jeep’s success, although its outcome will remain unclear in the upcoming months.
Sources: Ford, Stellantis
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