Despite record sales of the Ford Bronco, it still wasn’t sufficient to unseat the Jeep Wrangler.

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      In some respects, 2025 turned out to be a predictable year for vehicle sales. We anticipated that tariff pressures and the expiration of electrification credits would significantly affect purchasing habits, and that proved to be true. However, if you had asked us early last year if we expected the competition between the Jeep Wrangler and Ford Bronco to intensify, we wouldn't have had a clear reason to say "yes"—and we would have been mistaken.

      It’s well-known that the U.S. division of Stellantis is diligently working to realign itself. The company's sales figures have been impacted by various factors both within and outside its control, with Wrangler sales in particular declining consistently and significantly from their pre-COVID highs. However, due to a decisive shift (and substantial incentives), it seems the downturn has lessened. In Jeep’s situation, this turnaround came just in time.

      Why? Because of the Bronco. Ford achieved record sales of its dedicated 4×4 in 2025, with 146,007 units sold by year’s end—an increase of over 30% compared to 2024. Yet, even Ford’s strongest performance wasn’t enough to unseat the leader, primarily due to the extensive presence of the Jeep. The Wrangler concluded the year with an increase, amassing nearly 40,000 sales in the fourth quarter and exceeding 167,000 for the entire year. This achievement marked an 11% rise compared to its 2024 sales and reversed two consecutive years of declining numbers.

      While this news is positive for Jeep on paper, it may be even more advantageous in reality. If we delve deeper, Jeep not only boasts higher sales figures but is also likely selling more profitable models than in past years. With the complex and costly 4xe currently sidelined by a stop-sale order, the batch of Wranglers being shipped to dealerships is expected to be more profitable, particularly the four- and six-cylinder variants. Unfortunately, this also spells bad news for dealerships, as they remain burdened with unsold plug-in hybrids awaiting resolution.

      Although Bronco sales have reached new heights, Jeep’s approach of lowering prices and increasing incentives is projected to persist in 2026. Will Ford be able to leverage its momentum and keep the competition engaging this year? We're eager to see how it unfolds.

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