Why Ford's Bronco Sales Hit a Roadblock: Unraveling the Mystery
Are you wondering why Ford's Bronco, once the talk of the town, is now gathering dust on dealership lots? Let's dive into this automotive puzzle and see what's really going on.
The Unexpected Turn of Events
Ford sold a whopping 138,000 Broncos in 2024. Sounds impressive, right? Well, not when you compare it to the 800,000 F-150s they moved in the same year. The real kicker? Ford now has about 35,000 Broncos leftover. That's a lot of unsold SUVs!
What's Behind the Bronco Backup?
When I asked my dad about this, he suggested turning to AI for answers. So, I did just that, and here's what came up:
Order Backlog Blues: Remember those long wait times? They're coming back to haunt Ford now.
Price Tag Shock: High prices and dealer markups are turning buyers away.
Tough Competition: The Bronco's up against some heavy hitters like the Wrangler, Defender, 4Runner, and Land Cruiser.
But wait, there's more! There's a fourth factor that the AI missed:
Lease Program Letdown: For a long time, Ford's lease program for the Bronco was less than stellar.
A Silver Lining for Buyers
Here's some good news if you've been eyeing a Bronco:
Lease payments have dropped significantly.
Dealers are more willing to offer discounts.
Buying might be a better option than leasing, thanks to high residual values.
Breaking Down the Numbers
Let's look at some stats:
Bronco sales: 138,000 units (up 7.5% from last year)
Wrangler sales: 151,000 units
4Runner sales: 90,000 units
Current Inventory
Ford: 33,000 Broncos (all 2024 models)
Jeep: 29,000 Wranglers (including 2025 models)
Which Bronco to Choose?
If you're in the market, here's a quick rundown:
4-door models are more common (and practical)
Engine options are split evenly between 4-cylinder and 6-cylinder
Popular trims: Outer Banks, Wildtrak, Big Bend, Badlands, and Black Diamond
My personal pick? The Outer Banks trim. It's got a good balance of features and price.
Negotiating Tips
Here's a pro tip: aim for about 10% off MSRP, depending on your local inventory. For example, on a $50,185 Outer Banks 4-Door 4x4, you could target a selling price of $45,166.
Current Deals and Financing
No special APR offers right now
$3,000 rebate on some trims (but not Outer Banks or Black Diamond)
$2,000 Jeep Conquest incentive if you have a Jeep in your household
Lease vs. Buy
Leasing might look tempting with payments around $540 a month (not including tax). But given the Bronco's strong predicted resale value, buying could be the smarter move if you're willing to gamble a bit on the used market in a few years.
The Bottom Line
The Bronco's sales slump is a complex issue, but it might just work in your favor if you're in the market. With dealerships eager to move inventory, now could be a great time to snag a deal on this capable off-roader.
What do you think about the Bronco's situation? Are you considering one, or have you already taken the plunge? Share your thoughts in the comments below!
And hey, if you found this breakdown helpful, why not subscribe for more automotive insights? Thanks for reading, and we'll catch you in the next post!
