Just who is the Ford Bronco customer? How do they compare to the Jeep Wrangler customer? And what does this data mean for the off-road SUV market as a whole? New market research from S&P Global Mobility shines light on what the Ford Bronco is doing to its competition and highlights the kind of folks most likely to own a Bronco.
Ford Bronco Customer Data
The Bronco was a vehicle directly aimed at competing with the Jeep Wrangler and research shows it is giving it a fair run for its money. S&P Global Mobility new vehicle registration data indicates it has conquered Wrangler owners more so than any other SUV on the market (Honda CR-V, Grand Cherokee, Nissan Rogue). That being said, the Wrangler is still atop the segment in terms of market share however Bronco is creeping ever so close over time. Wrangler has held a steady 7-9% share since January of 2019 where Bronco has climbed as high as 6% since July of last year.
Bronco VS Wrangler: Who Owns Which?
The Bronco and Wrangler are both off-road SUV’s so their owner profiles are similar but there are some interesting differences S&P Global Mobility’s research sheds light on. Bronco owners are found to be slightly younger and have somewhat higher incomes than Wrangler owners. Bronco owners also tend to be male but that doesn’t mean only women drive Wranglers. We’ve learned in another study, only 28% of Wrangler owners were women, debunking the idea that Jeep Wrangler’s are “chick cars.” Bronco owners tend to have better credit scores allowing for better interest rates however both owners are paying above average for their SUV compared to the rest of the market due to high transaction prices.
The 2022 model year Bronco order books have been closed for some time now. Order books for the 2023 Bronco however are expected to open soon and some dealers are allowing you to jump in line early. Order books for the 2022 Jeep Wrangler remain open.