Ford’s Bronco family posts a record year, signaling stronger competition with Jeep

Ford Bronco achieves record annual sales figures

The Ford Bronco family reached a new height of success as 2025 came to a close. On January 6, 2026, Ford announced that the Bronco sold 146,007 units during the 2025 calendar year. This performance represented a significant 33.7 percent increase compared to the previous year.

The broader Bronco family, including the Bronco Sport, hit a collective record of 280,500 total SUVs. Even with this record, the Jeep Wrangler remained the sales leader by moving 167,322 units. That made 2025 a standout year for the off-road SUV segment.

December sales show intense off-road competition

Building on that record, December 2025 served as a strong finish for both major off-road brands in the United States. Ford reported that Bronco sales reached 36,086 units during this final month of the year. This resulted in a 12.0% increase compared to the sales figures for December 2024.

Meanwhile, the Jeep Wrangler moved 39,268 units in the same month. The gap between these two rivals narrowed significantly during the fourth quarter.

These figures highlight how year-end incentives helped drive buyers toward rugged SUVs. Both brands benefited from year-end demand and incentives.

Fourth quarter growth strengthens Ford market share

This strong December finish helped Ford’s total U.S. market share rise by 0.9 percentage points during the fourth quarter of 2025.

This growth was fueled by a high demand for more affordable vehicle options. Sales for entry-level trims on the Maverick, Ranger, and Bronco Sport climbed 41.3 percent in the final quarter.

Specifically, the Bronco Big Bend and other affordable trims more than doubled their sales for the year. This strategy enabled Ford to attract new customers who sought a rugged style at a lower price. These record gains helped Ford outperform the overall automotive industry.

High performance Raptor models reach new peaks

While the cheaper trims performed well, Ford also announced on January 6, 2026, that the high-end Raptor brand achieved its best annual sales.

The Bronco Raptor specifically saw a 7.8 percent increase in sales throughout 2025. Off-road performance trims, including the Raptor and Tremor, made up 20.6 percent of Ford’s total sales mix.

This represented a 2.0 percentage point increase from the 2024 results. While these models have high prices, customers have demonstrated a willingness to pay for extra power. The 418-horsepower Bronco Raptor remained a popular choice for serious off-road fans.

Bronco Sport lifts the Bronco family with a strong 2025 finish

The smaller Bronco Sport also finished 2025 with substantial numbers that contributed to the overall family record. Ford sold 134,493 units of the compact Bronco Sport throughout the whole calendar year. This was a 7.9 percent increase over the units sold in 2024.

In contrast, the competing Jeep Compass saw much lower volume during the same period. For the 2025 model year, Ford introduced the new Sasquatch package for the Bronco Sport.

This added 29-inch tires and advanced suspension. These new features helped keep the smaller SUV competitive and very popular.

Second quarter 2025 marks a major turning point

Looking back to earlier in the year, July 2025 marked a record-breaking quarter for the Bronco. From April to June, Bronco sales jumped 51.3 percent to reach 39,468 units. This was the best single quarter for the model since it returned in 2021.

During these three months, the Bronco family delivered a total of 78,543 SUVs. While the Jeep Wrangler still led with 47,669 units, Ford was growing at a much faster rate.

This momentum in the spring helped Ford secure its record-breaking annual total. Customers responded well to better inventory levels.

Technical specs favor Ford in standard power

Examining why people buy them, the 2025 Ford Bronco’s technical specs reveal more standard power than its main rival. The base 2.3-liter EcoBoost engine produces 300 horsepower and 325 pound-feet of torque. In comparison, the standard 3.6-liter V6 engine in the Jeep Wrangler produces 285 horsepower.

The Jeep also has less torque at 260 pound-feet. Ford includes a 12-inch digital instrument cluster as a standard feature for every model. The Jeep Wrangler uses a smaller 3.5-inch display in its base trim. These specific details show that Ford offers more technology.

Interior space and cargo capacity comparison

Along with power, interior space is a significant factor for people buying a four-door off-road SUV. The 2025 Ford Bronco four-door model offers 83.0 cubic feet of total cargo space. This is much more than the 72.4 cubic feet found in the four-door Jeep Wrangler.

For passengers, the Bronco provides 43.1 inches of legroom in the front seats. The Jeep Wrangler offers less room with 41.2 inches of front legroom. These figures suggest the Bronco offers more room for gear and passengers, depending on configuration.

Comparison of 2024 full year sales

Moving back to the start of the growth, January 2025 saw Ford and Jeep release their final 2024 numbers. Ford sold 109,172 Broncos during that twelve-month period. Jeep stayed ahead by selling 151,163 Wranglers.

This gave Jeep a lead of 41,991 vehicles. While Jeep won the year, its sales were actually lower than in previous years. Ford’s 2024 performance was a slight drop from its 2022 high of 117,057 units.

These figures showed that the competition was becoming increasingly close as the market evolved. Both brands faced challenges with high interest rates and pricing.

Pricing trends and model availability

Historical data show that pricing strategies shifted when Ford removed the base Bronco model for the 2024 model year. This model previously started at 36,785 dollars. This made the Big Bend the new entry point, with a price of $41,025.

As a result of this change, Ford no longer had a model to compete with the most affordable Jeep. The base Jeep Wrangler Sport was priced at $33,690 at the time of its release.

This created a $7,335 price gap between the two entry-level SUVs. Ford focused on adding more standard features to justify the higher cost of their cars.

Sales performance during early 2024

The impact of these prices was evident in early 2024, a period marked by slow sales for both off-road brands. Jeep sold 77,204 Wranglers from January to June, which was a 9.0 percent decline. Ford sold 50,152 Broncos during the same six months.

This represented a 14.4 percent drop for Ford compared to early 2023. During the previous year, Jeep sold 84,642 units, and Ford sold 58,580. High prices and economic concerns caused many people to wait. Both companies had to offer more deals to get sales moving again later that year.

Curious why Ford is keeping a plug in hybrid Bronco just for overseas buyers? Learn more in Ford plans compact Bronco PHEV exclusively for Europe

Historical sales and the 2023 finish

Ending with the more extended history, the end of 2023 showed a clear sales gap between the two brands. Jeep finished the year with 156,581 Wranglers sold in the United States. This was a 20 percent decrease from their 2022 sales total.

Ford ended 2023 with 105,665 Bronco units delivered to customers. This was about 10 percent lower than their performance in 2022.

Historically, Jeep had sold over 240,032 Wranglers in a single year back in 2018. The arrival of the Ford Bronco has gradually captured a larger share of this niche market over time.

Want to protect your Bronco’s value as resale prices fluctuate? See practical advice in Tips to minimize depreciation on your Ford Bronco.

Is Bronco now a real long-term threat to Jeep? Share your thoughts below.

This slideshow was made with AI assistance and human editing.

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