Ford Bronco Sales Slip in August — But 2026 Is Still Looking Strong

Ford Bronco Sales Slip in August — But 2026 Is Still Looking Strong​

Ford Bronco sales cooled off a little in August, but don't mistake one slower month for the Bronco losing momentum.
Ford sold 12,204 Broncos in the United States during August 2026, an 8.78% decline compared with the 13,378 Broncos sold in August 2025.
That doesn't sound particularly exciting at first — until you look at the bigger picture.

Bronco Is Still Ahead of Last Year's Pace​

Through the first eight months of 2026, Ford has sold 102,215 Broncos.
At this point last year, Ford had sold 99,239.
That means Bronco sales are still up 3.0% year-over-year in 2026, despite the August decline.
Here's how the Bronco has performed so far this year:

August Wasn't Exactly a Great Month for Ford​

The Bronco wasn't alone in having a slower August.
Overall Ford Motor Company U.S. sales fell roughly 10.3%, with 170,681 vehicles sold during the month.
Ford's SUV lineup was hit particularly hard, although the Bronco Sport actually moved in the opposite direction. Ford sold 11,827 Bronco Sports, an increase of 8.26% compared with August 2025.
So while the full-size Bronco dropped nearly 9% for the month, its year-to-date performance remains positive.

The Bronco vs. Wrangler Battle Isn't Over​

This is where things get interesting.
We've been following the increasingly close sales battle between the Ford Bronco and Jeep Wrangler here at BroncoBusting.
Bronco entered 2026 trying to close a gap that Jeep has historically enjoyed with the Wrangler. Ford then delivered an exceptionally strong second quarter, during which Bronco sales actually surpassed Wrangler sales.
Now Ford has crossed the 100,000-Bronco mark with four months remaining in 2026.
The problem with trying to compare the two month-by-month is that Ford reports U.S. sales monthly while Stellantis reports Jeep sales quarterly. That means we know exactly where Bronco stands through August, but we'll have to wait for Jeep's third-quarter numbers to see what happened with Wrangler during July, August and September.
That's going to make the end of Q3 particularly interesting.

Can Bronco Catch Wrangler in 2026?​

August may have been a slight stumble, but 102,215 Broncos through eight months keeps Ford very much in the fight.
Bronco is averaging approximately 12,777 sales per month so far this year. If Ford maintains roughly that pace for the final four months, Bronco would finish 2026 at around 153,000 units.
Whether that's enough to beat Wrangler will depend on what Jeep does during the second half of the year.
We'll know considerably more when Stellantis releases its third-quarter sales results.
For now, August's 8.78% decline isn't necessarily the number Bronco fans should be watching.
102,215 Broncos sold — and a 3% year-over-year increase — may be the much more important number.
And with four months left, the Bronco-vs.-Wrangler sales fight is far from over.