Ford Bronco Outpaces Jeep Wrangler in Sales Growth During Q2 2025
The Ford Bronco continued its impressive climb in the midsize off-road SUV segment during the second quarter of 2025, posting the largest year-over-year sales gain among its direct competitors — and even giving the reigning Jeep Wrangler a run for its money in the United States. While the Wrangler still held the sales volume crown, the Bronco's surging popularity puts it within striking distance, raising the stakes in one of the most competitive automotive segments.
Ford Bronco sales in the U.S. reached 39,468 units in Q2 2025, up from 26,086 in Q2 2024 — an eye-popping 51.3% increase. Year-to-date (YTD), the Bronco totaled 72,063 units, up 43.7% from 50,152 during the first half of 2024.
In Canada, the Bronco grew 20.8% year-over-year with 2,415 units sold, compared to 1,999 last year. YTD sales increased 37.3%, totaling 4,753 units.
While North American sales surged overall, not every market shared in the Bronco’s success:
These figures reflect Ford's primary Bronco momentum being concentrated in the U.S. and Canada.
In the U.S., the Wrangler remains the volume leader with 47,669 units sold in Q2 2025 (+22.6%), but the Bronco narrowed the gap with its 51% growth. The Toyota 4Runner, on the other hand, struggled due to a model changeover, dropping 34% to 21,716 units.
Overall, the midsize off-road SUV segment grew 11.4%, but the Bronco’s explosive growth far outpaced the segment average, proving that the interest in Ford’s rugged icon is far from fading.
Ford’s strategy of broadening the Bronco’s lineup with nostalgic trims like the Stroppe Edition and Free Wheeling Package has resonated with buyers. However, production cuts are on the horizon as demand stabilizes, and the lack of a major refresh could slow momentum.
The Bronco Raptor, though a high-performance favorite, is now facing five-figure dealer discounts as Ford tries to clear out inventory — a sign that even halo models aren’t immune to shifting buyer interest.
Looking forward, Ford will need to modernize and refresh the Bronco lineup to keep pressure on the Jeep Wrangler and compete with the new-generation Toyota 4Runner, which is expected to rebound later in the year.
The 2025 model year brings a mix of enhancements and trims:
Ford has also trimmed paint options but added factory matte clear film and more wheel choices across various trims. The Bronco remains available in both two- and four-door versions and rides on the rugged Ford T6 platform.
Ford Bronco’s Q2 2025 sales story is one of impressive momentum. With the fastest growth rate in its segment, the Bronco has proven it’s not just a comeback vehicle — it’s a serious competitor. However, with fresh competition looming and internal changes ahead, Ford must continue to innovate to keep the Bronco’s legacy alive and well in the mud, sand, and trail dust.
BroncoBusting.com will continue to track and report all Bronco news, so buckle up — the off-road wars are far from over.
The Ford Bronco continued its impressive climb in the midsize off-road SUV segment during the second quarter of 2025, posting the largest year-over-year sales gain among its direct competitors — and even giving the reigning Jeep Wrangler a run for its money in the United States. While the Wrangler still held the sales volume crown, the Bronco's surging popularity puts it within striking distance, raising the stakes in one of the most competitive automotive segments.
United States: A 51% Surge
Ford Bronco sales in the U.S. reached 39,468 units in Q2 2025, up from 26,086 in Q2 2024 — an eye-popping 51.3% increase. Year-to-date (YTD), the Bronco totaled 72,063 units, up 43.7% from 50,152 during the first half of 2024.
Canada: Double-Digit Growth
In Canada, the Bronco grew 20.8% year-over-year with 2,415 units sold, compared to 1,999 last year. YTD sales increased 37.3%, totaling 4,753 units.
While North American sales surged overall, not every market shared in the Bronco’s success:
- Mexico: Q2 sales dipped 11% to 306 units; YTD down 26%.
- Argentina: Just 5 units sold in Q2 — a 29% decline.
- Colombia: Only 10 units sold, a 66% drop from Q2 2024.
These figures reflect Ford's primary Bronco momentum being concentrated in the U.S. and Canada.
In the U.S., the Wrangler remains the volume leader with 47,669 units sold in Q2 2025 (+22.6%), but the Bronco narrowed the gap with its 51% growth. The Toyota 4Runner, on the other hand, struggled due to a model changeover, dropping 34% to 21,716 units.
Segment Share Breakdown – Q2 2025
- Jeep Wrangler: 44% share (+4 pts)
- Ford Bronco: 36% share (+9 pts)
- Toyota 4Runner: 20% share (-13 pts)
Overall, the midsize off-road SUV segment grew 11.4%, but the Bronco’s explosive growth far outpaced the segment average, proving that the interest in Ford’s rugged icon is far from fading.
Ford’s strategy of broadening the Bronco’s lineup with nostalgic trims like the Stroppe Edition and Free Wheeling Package has resonated with buyers. However, production cuts are on the horizon as demand stabilizes, and the lack of a major refresh could slow momentum.
The Bronco Raptor, though a high-performance favorite, is now facing five-figure dealer discounts as Ford tries to clear out inventory — a sign that even halo models aren’t immune to shifting buyer interest.
Looking forward, Ford will need to modernize and refresh the Bronco lineup to keep pressure on the Jeep Wrangler and compete with the new-generation Toyota 4Runner, which is expected to rebound later in the year.
The 2025 model year brings a mix of enhancements and trims:
- Additions: Stroppe Edition, Free Wheeling Package, reintroduction of the Base trim.
- Deletions: Wildtrak, Everglades, Heritage Limited, and Black Diamond trims (Black Diamond now a package).
- Tech Upgrades: Standard 12" digital gauge cluster, ambient footwell lighting, updated B&O sound system.
- Mechanical Tweaks:
- 2.3L I4 EcoBoost: 275 hp, now with Electric Brake Boost
- 2.7L V6 EcoBoost: 310 hp
- 3.0L V6 EcoBoost (Raptor): 418 hp
Ford has also trimmed paint options but added factory matte clear film and more wheel choices across various trims. The Bronco remains available in both two- and four-door versions and rides on the rugged Ford T6 platform.
Final Thoughts
Ford Bronco’s Q2 2025 sales story is one of impressive momentum. With the fastest growth rate in its segment, the Bronco has proven it’s not just a comeback vehicle — it’s a serious competitor. However, with fresh competition looming and internal changes ahead, Ford must continue to innovate to keep the Bronco’s legacy alive and well in the mud, sand, and trail dust.
BroncoBusting.com will continue to track and report all Bronco news, so buckle up — the off-road wars are far from over.