Priced out of the market? (2024)

Speed Devil, Deano Bronc

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Joined May 29, 2020 Member 546​

When I purchased my Badlands 2dr about a month ago I also looked at Wrangler Rubicon 2dr's. The Badlands and Rubicon are pretty good comparisons to each other IMO.. 33's, lockers, skid plates etc..

I really wanted the Bronco Badlands but also I considered a 2dr Rubicon as I've had numerous Jeeps in the past.

Most of the Wrangler Rubicon 2dr's I found were all priced about $5-8K more than the Badlands 2dr I purchased. I did find a few that were close in pricing. For reference, I paid $51K for my Bronco Badlands 2dr.

I'm not sure how Jeep is selling many of them them at the prices I came across but I guess they are according to the article you linked.

A quick look at dealers near me.

2 Ford dealers near me: One dealer has zero Broncos on the lot (2dr or 4dr) but they do have 2 BRaptors. The other dealer has 2 Broncos on the lot (both 4dr) and 1 BRaptor.

Jeep Dealer: Has 106 Wranglers available in various configurations. Yes you read that correctly, 106! This is only one of the Jeep dealers in my area. I didn't bother check the others after seeing this.

The dealer for those skeptical:

https://www.dickhannahjeep.com/new-...eep&_dFR[model][0]=Wrangler&_dFR[type][0]=New

PSUTE

See Also

2024 Ford Bronco Badlands2024 Ford Bronco Big Bend vs Black Diamond: Choosing the Right Adventure Trim in MandevilleEvery Update You Can Expect In The 2025 Ford Bronco l Essential FordHow Many Broncos is Ford Making?

Per Car and Driver, sales are down. Wranglers are up. They chalk it up waning interest. I chalk it up to the huge price increases. Your thoughts?

Loser: Ford Bronco
Ford saw several double-digit jumps, from the Maverick to the electric Mustang Mach-E and even the aging Edge. But the Bronco off-roader had a dismal opening three months—sales were down 26 percent, with Ford moving 24,066 Broncos. Meanwhile, Jeep shifted 38,308 Wranglers, up 1 percent over the first quarter of 2023. Sales of the Bronco during the full 2023 calendar year were also down by 10 percent, suggesting waning interest for the boxy all-terrain SUV.

https://www.yahoo.com/autos/biggest-winners-losers-auto-sales-145000731.html

I chalk it up to too many 4 doors being made and not enough 2 doors in addition to inflation and interest rates.

PSUTE

Per Car and Driver, sales are down. Wranglers are up. They chalk it up waning interest. I chalk it up to the huge price increases. Your thoughts?

Loser: Ford Bronco
Ford saw several double-digit jumps, from the Maverick to the electric Mustang Mach-E and even the aging Edge. But the Bronco off-roader had a dismal opening three months—sales were down 26 percent, with Ford moving 24,066 Broncos. Meanwhile, Jeep shifted 38,308 Wranglers, up 1 percent over the first quarter of 2023. Sales of the Bronco during the full 2023 calendar year were also down by 10 percent, suggesting waning interest for the boxy all-terrain SUV.

https://www.yahoo.com/autos/biggest-winners-losers-auto-sales-145000731.html

Do they clarify if these Jeep sales are to consumers? Curious if dealerships are playing the moving cup game and "selling" to each other. Happens alot with used cars.

OrangecrushBronco

I chalk it up to too many 4 doors being made and not enough 2 doors in addition to inflation and interest rates.

Ford has ruined every line they have with the one size fits all mentality.

Joined May 29, 2020 Member 546​

OrangecrushBronco

Do they clarify if these Jeep sales are to consumers? Curious if dealerships are playing the moving cup game and "selling" to each other. Happens alot with used cars.

No idea. You know as much about it as I do...

Bronco V-8

Price increases
FOMO is over
curiosity satisfied
recalls / quality issues
Market saturation are all in play.
Fords game playing in the beginning had a lot of people walk away never to return.

Oh, I wound't bet on that. It's the "grass is greener on the other side" syndrome. Once they get there and find out that things aren't all that different, they might just come back.

Also, Jeep's been advertising the HECK out of the Wrangler for a year. They also deal, big time, on them. I just had a buddy buy a Wrangler 4xe and well below MSRP.

Last but not least, interest rates have been killing car sales in general, and the Bronco more than most. Who wants to pay that kind of interest for a pricey off-roader?

Y

Everything is too expensive right now and interest rates suck. That said, I was in a position where I had to buy a vehicle basically right now and, after shopping around, I found the used car market to be even crazier than the new car market. I don't love how much I paid for my MY24 Badlands, but at least there was no mark up above MSRP.

Anyway, I think sales are bound to cool down a bit. We're now into our 4th model year and the hype has started to die down some. There are also shiny new things on the horizon, like an ("affordable!") new Land Cruiser AND new 4Runner. I have interest in both of those trucks but couldn't wait for them to materialize (especially given the ridiculous waiting lists for the new LC). Luckily I'm quite happy with my new Bronco, and I'm fortunate enough to be in a position to afford one.

JoergH

Oh, I wound't bet on that. It's the "grass is greener on the other side" syndrome. Once they get there and find out that things aren't all that different, they might just come back.

Also, Jeep's been advertising the HECK out of the Wrangler for a year. They also deal, big time, on them. I just had a buddy buy a Wrangler 4xe and well below MSRP.

Last but not least, interest rates have been killing car sales in general, and the Bronco more than most. Who wants to pay that kind of interest for a pricey off-roader?

The facts are the facts, doesn't matter if you agree or not.

Joined May 29, 2020 Member 546​

Sales down 26% makes sense when you look at how many units they sold before. Ford came into the market and hit it big. No one can say they didn't make an impression and start a community. I would much rather drive a Bronco compared to a Jeep. There are a lot of mall crawler Jeeps out there. If you put the Bronco sport numbers in there it would be interesting. Have you seen those small little Jeep sports. Are they counting them? There's lies, damn lies and then there are statistics.

If you want a Jeep buy one. If you want a Bronco buy one. I don't see the Bronco going anywhere. I may be wrong but its really seems Ford is all in with the Bronco. I will take my Bronco any day over a Jeep. That's all that matters.

Roughstock11

Sales down 26% makes sense when you look at how many units they sold before. Ford came into the market and hit it big. No can say they didn't make an impression and start a community. I would much rather drive a Bronco compared to a Jeep. There are a lot of mall crawler Jeeps out there. If you put the Bronco sport numbers in there it would be interesting. Have you seen those small little Jeep sports. Are they counting them? There's lies, damn lies and then there are statistics.

If you want a Jeep buy one. If you want a Bronco buy one. I don't see the Bronco going anywhere. I may be wrong but its really seems Ford is all in with the Bronco. I will take my Bronco any day over a Jeep. That's all that matters.

Yup, as my wife likes to say. the Bronco isn't just a car, it's a lifestyle. You can't put a price on the amount of fun we've had since we got ours.

JoergH

Oh, I wound't bet on that. It's the "grass is greener on the other side" syndrome. Once they get there and find out that things aren't all that different, they might just come back.

Also, Jeep's been advertising the HECK out of the Wrangler for a year. They also deal, big time, on them. I just had a buddy buy a Wrangler 4xe and well below MSRP.

Last but not least, interest rates have been killing car sales in general, and the Bronco more than most. Who wants to pay that kind of interest for a pricey off-roader?

I think you're both simultaneously accurate.

I'm sure price and availability playing a big part.
I know someone who wanted a bronco so bad and settled for a jeep because of price.
My dealer in town sells both.
Has 2 new broncos and about 15 jeeps.
If more of something is on the lot the average customer sees more options and prices.

And let's face it, jeep has been in it non stop since 1941.
It's like Camaro or charger coming and going while the mustang has always been there.

Bronco V-8

Ford has ruined every line they have with the one size fits all mentality.

Case in point Mach E. Didn't need to ruin it and the Mustang by putting the pony on it.

OrangecrushBronco

Case in point Mach E. Didn't need to ruin it and the Mustang by putting the pony on it.

Except Ford was selling the heck out of them.

JoergH

Except Ford was selling the heck out of them.

Key word "was"

OrangecrushBronco

Case in point Mach E. Didn't need to ruin it and the Mustang by putting the pony on it.

I was mostly referring to the idea that everything is a moredoor.