Jeep Wrangler Drivers Moving to Ford Bronco More Than Any Other Vehicle

Ever since its resurgence in 2021, the Ford Bronco’s rivalry against the Jeep Wrangler has been like the Red Sox vs. Yankees, except for off-roading SUV’s. Demand for both is high, but a recent study conducted by IHS Markit has shown some interesting facts about the owners of both vehicles.

The Bronco has built somewhat of a reputation of converting former Wrangler owners more than any other brand and model. From June 2021 through March 2022, more Jeep Wrangler owners defected to the Ford Bronco than any other vehicle. The number of Wrangler households defecting to the Bronco (in regards to total Wrangler defections) has risen to 9% in January 2022, 10% in February 2022, and 9% again in March 2022.

The study has also revealed that Bronco owners are typically younger working adults with higher incomes and better credit than Wrangler owners. Both Bronco and Wrangler owners are also typically male, despite the running stigma against the Wrangler for being a “chick car.” Regardless, the Wrangler claims 7-9% market share while the Bronco only has 5% market share.

Despite its defectors, the Jeep Wrangler still outsells the Bronco. The study shows that as of March 2022, the Wrangler has outsold the Bronco by over 9,000 units, even though its sales have declined 8%.

So even though the Jeep Wrangler is still the king of the castle in the realm of off-roading SUV’s, it is keeping a very watchful eye on the Ford Bronco as it attracts younger consumers, giving them, as well as every other off-roading vehicle, some stiff competition.