However, while sales of Ford’s reincarnated offroader have soared in the last nine months, much of the market is still dominated by the Wrangler. S&P Global’s data shows that Bronco sales now account for 5% of the compact utility segment, up from just 1%. But Jeep still commands 8% of the market for vehicles like these. Additionally, the data shows that other vehicles in the segment, like the Honda CR-V and Jeep Cherokee have lost market share since the Bronco’s debut.
New Bronco owners are both younger and have higher average incomes than Wrangler owners. S&P’s data also shows the majority of Bronco owners are of Western European descent, with a very small portion of buyers being Hispanic, Asian, or African American. These wealthier buyers have higher average credit scores, with Jeep buyers eight times more likely to lease than a Bronco customer.
