We are talking about the Jeep Wrangler vs Ford Bronco sales rivalry since the latter was released for the 2021 model year. And yes, we’ve pointed out more than once how close that race has come. As of mid-2026, Jeep has sold 86,254 Wranglers so far, while Ford’s sales number is 76,936 – still well behind the Wrangler – but Ford says the momentum is in its favor.
“The Bronco delivered record second quarter and first half results, with more sales than the Jeep Wrangler in the quarter,” the company said in an 8-K securities filing. Posted on its investor site on Thursday. “Sales rose 15.9% in the second quarter, while sales rose 6.8% in the first half.”
The numbers actually support Ford’s claim. Jeep’s cumulative lead is taken care of by a strong Q1 (44,461 units). The last three months were not so strong (41,793). Declining spring/summer sales seems like an odd trajectory for a convertible off-roader, but then again we don’t know about Jeep’s marketing or promotion strategies.
Ford, on the other hand, is putting a lot of emphasis on the Broncos. The company sold 45,739 of them in Q2, beating its Q1 total (31,197), but the initial 13,000-unit shortfall put Ford in a pretty big hole. Beating Wrangler sales by ~4,000 units over two more quarters isn’t going to be accomplished on its own, and while Jeep sales may be flat, they aren’t declining.
Additionally, Ford is crediting the Bronco’s profit to a record-setting Q2. That means Ford will have to continue setting quarterly sales records if it hopes to gain enough ground to unseat its cross-town rival. It’s still anyone’s game; Let’s see what happens at the tail end of halftime. Enjoy the fireworks during this time.
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