The automotive sales rivalries of our childhoods no longer exist. Nobody is biting their nails to see if the Ford Mustang beats the Chevy Camaro or Dodge Challenger because, well, two of those cars are dead. You can obsess over RAV4 and CR-V sales if you’re desperate, or you can tune into the one sales volume battle that’s actually ripe for drama: Ford Bronco vs. Jeep Wrangler. Right now, the former is ahead, and 2026 could mark the end of the latter’s decades-long reign.
A quick comparison of Ford and Jeep’s first-quarter sales reports tells the story. Whereas 44,461 Wranglers have found new homes year-to-date, 48,270 Broncos have been delivered since Jan. 1—a difference of 3,809 units. Both are up over the same period last year, with Wrangler jumping 17% while the Bronco is seeing a more modest 2.7% increase.
Ford had its best year ever with the Bronco in 2025. The convertible 4×4 beat its previous benchmark with months left to go, ending at 146,007 units. Even though it didn’t beat the Wrangler in total sales, Ford was happy with the more than 30% leap year-over-year, and a spokesperson told us at the time, “Bronco at retail continues to be the best seller in its segment.”
Where Jeep has a major leg-up is in fleet sales. You won’t find many base model Broncos on rental lots, but you’re almost guaranteed to see a handful of white Wrangler Sports. Some might write that off as a technicality, but they’re still legit sales that factor into Jeep’s totals, and they’ve helped keep the Wrangler on top since Ford dropped the sixth-generation Bronco in 2021. (For what it’s worth, Jeep moved more than 167,000 Wranglers in 2025, leading the Blue Oval by 21,000 units, give or take.)
Who knows where this fight will end up after December? Some new variables at play, like skyrocketing fuel prices, could shake things up. But as warmer weather approaches, you can bet more people will feel the urge to buy an open-top four-wheeler. Marketing one of those is pretty easy when you see people living it up every time you visit the local trail—or the shopping center.
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