The latest sales data for February paints a challenging picture for Ford's Bronco and Ranger models. Despite this, the Blue Oval remains optimistic about its performance, stressing the potential for misconceptions. Notably, the mid-sized pickup truck, the Ranger, saw no sales last month, while Bronco sales experienced a significant 32.4% decline.

Ford's Sales: February Reveals 0 Ranger Sales

February brings mixed records for Ford. According to a report by CarScoops, year-to-date figures show a 29.9% decrease in Bronco sales. Ford North America's director of communications, Said Deep, explained that Ranger sales were unusually low due to the recent shipment of the new model to dealers. He anticipates sales to pick up starting this month, with last year's UAW strike impacting the production timeline.

The status of the Bronco presents a nuanced scenario. Despite the decline in sales, Deep highlights that the SUV is increasing its market share, with February marking its most robust sales month since the conclusion of the UAW strike in October. Additionally, Ford aims to expand its target audience beyond off-road enthusiasts, signaling a strategic shift in their approach.

Deep emphasized that there have been significant strides in retail share for the Bronco, with February marking the highest retail sales since the strike, accounting for over 30% of the segment. He outlined the company's growth strategy, which focuses on broadening the appeal of the Bronco to attract customers who may not have previously considered it as an option.

Sequentially increasing sales from January to February signal a positive trajectory as Ford gears up for the upcoming spring selling season.

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Deep stressed that the Bronco has made great progress in terms of its retail share, with February seeing the greatest retail sales since the strike, making up more than 30% of the market. He described the company's expansion plan, which is centered on increasing the Bronco's attractiveness to draw in clients who might not have otherwise given it much thought.

On the other hand, Ford's additional truck models continue to demonstrate robust sales performance. In February, Maverick sales climbed by 73.4%.

2024 Ford Bronco

According to Autoblog's latest report, Ford has introduced a slight premium adjustment to the MSRP of the Bronco, two months after the previous price adjustments. Cars Direct highlighted that the automaker issued a bulletin to dealers regarding a Mid-Year Price Action, resulting in a $500 increase for Broncos equipped with manual transmissions.

However, vehicles with the 10-speed automatic transmission, which carries a $1,495 option, will receive a $500 discount, effectively maintaining their prices unchanged.

Excluding the Jeep Wrangler's base Sport trim, which presents a price difference of approximately $3,000 to $7,500 compared to the Bronco Big Bend based on the number of doors, the 2024 Wrangler and Bronco exhibit pricing variances ranging from around $90 to a couple of thousand dollars. However, these differences are unlikely to significantly impact the overall cost after configuring similar options.

For instance, the four-door Bronco Badlands is only $90 more than the Rubicon Unlimited, while the Rubicon X Unlimited surpasses the four-door Wildtrak by $530. In an effort to attract customers away from the Jeep Wrangler, Ford has initiated lease offers on specific trims and introduced a Jeep Competitive Conquest Bonus Cash program for dealers in select regions, especially with a sufficient inventory of Broncos available. While opportunities to save on the purchase of a Bronco exist, the savings may be less significant for those interested in a manual transmission.

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