Ford Bronco Sales Jump 33.7% in 2025, Outsell Wrangler in April
Ford’s full-size Bronco sales jumped 33.7% in 2025 and topped Jeep Wrangler’s April figure with 17,073 units sold versus 14,966. High-margin trims like the $80,000 Raptor and shared components boost Bronco operating margins into the 10-20% range, supporting Ford’s overall profitability while offsetting EV cash outflows.
1. Sales Performance Growth
Full-size Bronco sales climbed by 33.7% in 2025 compared with 2024, reflecting strong consumer demand for rugged SUVs. In April, Bronco moved 17,073 units versus 14,966 for the Jeep Wrangler, marking the first time Ford has overtaken its long-time segment rival in monthly sales.
2. Profit Margins and Trim Mix
Bronco models command operating margins in the 10% to 20% range, more than double typical legacy vehicles. Higher-end trims such as the off-road–focused Badlands and the $80,000 Raptor drive outsized profits, while parts commonality with other Ford models keeps production costs contained.
3. Strategic Role in Ford’s Portfolio
The Bronco’s strong performance provides a critical profit cushion for Ford as it invests heavily in electric vehicles. Leadership aims to position the brand as the “Porsche of off-road,” leveraging lifestyle events and off-road racing programs to deepen customer loyalty and maintain pricing power.