Dabbie Davis   Mar 04, 2024   

In February, Ford's Bronco and Ranger faced challenges with a 32.4% decline in Bronco sales and no Ranger sales reported. Despite this, Ford remains optimistic, attributing the low Ranger sales to recent model shipments. Notably, the Bronco is gaining market share and has seen the highest retail sales since the UAW strike. Additionally, Ford aims to expand the Bronco's appeal beyond off-road enthusiasts. The recent premium adjustment to the Bronco's MSRP and competitive pricing compared to the Wrangler further characterize Ford's strategic positioning in the market.