Since the launch of the sixth-generation Ford Bronco in 2021, enthusiasts and industry watchers have asked whether it could ever surpass the iconic Jeep Wrangler in sales. For decades, the Wrangler reigned supreme as the go-to convertible 4×4 SUV with removable doors and a rugged, off-road-ready design. The Bronco, however, has shaken up that long-standing dominance.
Through the first ten months of 2025, Bronco retail sales have surged 39.62%, already exceeding Ford’s previous annual best of 117,057 units set in 2022. Year-to-date figures show Ford moving 121,171 Broncos, while Jeep sold 128,054 Wranglers through the third quarter. Although Jeep still leads by about 18,000 units, the gap has narrowed significantly compared to last year, when the Wrangler finished nearly 42,000 units ahead.
A key factor in the shift is the composition of sales. Most Bronco buyers are individual customers, whereas low-spec Wranglers are commonly purchased for rental fleets. This makes the Bronco’s growth more indicative of true consumer demand in the off-road SUV segment. “Bronco at retail continues to be the best seller in its segment,” a Ford spokesperson confirmed to The Drive.
The Wrangler JL generation has also seen its peak sales decline. During its first full year, Jeep delivered 240,032 units, but recent figures show a roughly 90,000-unit drop last year. Competition from Ford and Toyota has contributed to this decline, highlighting that the once-uncontested Wrangler is now facing a serious challenge.While Jeep is expected to maintain the overall lead through 2025, the narrowing gap underscores how the Ford Bronco vs Jeep Wrangler rivalry is intensifying. If the trend continues, the Bronco could overtake the Wrangler in retail sales before the JL generation concludes, marking a historic shift in the convertible 4×4 SUV market.
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