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Karl Brauer, senior analyst at, mentioned he thinks each Ford and Jeep should be glad with how their off-road rivalry is enjoying out to date.

The Bronco is “turning extra folks into adventure-seeking off-road fans,” Brauer mentioned, “as an alternative of taking a hard and fast variety of them and stealing them from Jeep.”

S&P World mentioned almost half of Bronco patrons have already got a Ford within the storage. The research discovered that Bronco clients are usually barely youthful than Wrangler patrons, have marginally greater incomes and are extra usually male.

Anderson mentioned the Wrangler has a cult following that is arduous to interrupt even when patrons like a few of the Bronco’s tech. At this stage, he would not name it a gross sales race between the Bronco and the Wrangler however a manufacturing battle, with Ford making an attempt to fulfill a backlog of orders amid a microchip scarcity.

“There was a lot anticipation available in the market and enthusiasm for the car,” mentioned Fernando Varela, proprietor of two Ford shops in Palestine and Kilgore, Texas. “What we’re doing is fulfilling orders from individuals who have positioned orders over the past two years. They do not actually keep in stock very lengthy.”

Orders for the 2022 Bronco have closed. Anderson mentioned he would not be shocked if Ford finally ends up promoting Broncos two or three years earlier than sellers can preserve them in inventory.

“I feel the general market is simply going to develop” within the off-road division, Anderson mentioned. “That is the place the Bronco will step in and it will not essentially achieve market share from Jeep, however it’s going to achieve a few of the new market share. That is how they’ll survive.”

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