WHO'S WINNING : Jeep vs Bronco

RJV said:
But I wonder which one is more profitable. The Wrangler doesn't have to outsell the Bronco to still be more profitable. If the wrangler can still be profitable and be a niche market, I think that's an okay strategy. It doesn't need to be everything to everyone. I'd rather it stay with the same formula, sell less volume but still be profitable to justify its existence than them make it IFS and try to beat the bronco in the poser war. If there was a gas version of the Recon, it would fill that niche nicely ever since the grand Cherokee went full minivan. Maybe with Stellantis's new leadership they will have some course corrections.

I still think the Bronco will be a fad like the FJ was. Although Ford seemed to learn some from the flaws of that monstrosity.
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The only profitable vehicle is the one that sells, and sells well.
 
OverlanderJK said:
The only profitable vehicle is the one that sells, and sells well.
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agreed. But I don't know that it has to beat the bronco in total sales for it to still be a good fit for Jeep. I'm sure ford sells more exploders than Jeep does grands.

I think my point is that Jeep has to start making some desirable stuff that isn't the wrangler. Keep the wrangler as a wrangler but make other stuff people like too so they don't have to dilute the Wrangler name to be everything to everyone. They have nothing that competes with the Bronco Sport (the compass is a lame excuse), they need something to compete with the 4 runner, Land Cruiser, and Bronco. Used to be the Grand Cherokee but that's not really working. I don't think the Wagoneer is hurting Tahoe/Suburban/Yukon sales either.
 
RJV said:
I think my point is that Jeep has to start making some desirable stuff that isn't the wrangler. Keep the wrangler as a wrangler but make other stuff people like too so they don't have to dilute the Wrangler name to be everything to everyone. They have nothing that competes with the Bronco Sport (the compass is a lame excuse), they need something to compete with the 4 runner, Land Cruiser, and Bronco.
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The all electric Recon is what Jeep is making to do just that and it's targeted to see at $60-$80k. Don't know too many people who want an EV and know even fewer people who want to spend that kind of money and NOT have a Wrangler.
RJV said:
I don't think the Wagoneer is hurting Tahoe/Suburban/Yukon sales either.
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Wagoneer sales are so bad that it can take up to ONE YEAR to sell a unit.
 
wayoflife said:
The all electric Recon is what Jeep is making to do just that and it's targeted to see at $60-$80k. Don't know too many people who want an EV and know even fewer people who want to spend that kind of money and NOT have a Wrangler.

Wagoneer sales are so bad that it can take up to ONE YEAR to sell a unit.
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exactly. But plenty of people lined up to spend $60-80k on a Defender, Land Cruiser, Lexus GX etc, or even the bronco and 4 runner at a slightly lower price point. Jeep just needs something cool and desirable besides the Wrangler.

I feel like it's rental fleets keeping the Wagoneers alive.
 
wayoflife said:
The all electric Recon is what Jeep is making to do just that and it's targeted to see at $60-$80k. Don't know too many people who want an EV and know even fewer people who want to spend that kind of money and NOT have a Wrangler.

Wagoneer sales are so bad that it can take up to ONE YEAR to sell a unit.
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This^^^

We've had the same new 2024 Grand Wagoneer for over a year and counting... It's $20k off even and still nothing.
 
DirtHeadDavis said:
This^^^

We've had the same new 2024 Grand Wagoneer for over a year and counting... It's $20k off even and still nothing.
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It's really nuts. The people I know all seem to think that Jeep should just chalk Wagoneer up to being a failure, cancel it and then lick their wounds.

And just so that it isn't missed, I AM A HUGE FAN OF THE JEEP BRAND and it pisses me off that the current leadership is running it into the ground. They need to come up with products that their BASE really wants and not stupid shit that a handful of rich woke people want. But, I don't see that happening any time soon and it's a bummer.
 
wayoflife said:
It's really nuts. The people I know all seem to think that Jeep should just chalk Wagoneer up to being a failure, cancel it and then lick their wounds.

And just so that it isn't missed, I AM A HUGE FAN OF THE JEEP BRAND and it pisses me off that the current leadership is running it into the ground. They need to come up with products that their BASE really wants and not stupid shit that a handful of rich woke people want. But, I don't see that happening any time soon and it's a bummer.
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JT@623 said:
Jeep should be an independent American company that builds Jeeps
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x2. It's so sad. Hopefully now with Tavares gone they can change course before it's too late.
 
wayoflife said:
It's really nuts. The people I know all seem to think that Jeep should just chalk Wagoneer up to being a failure, cancel it and then lick their wounds.

And just so that it isn't missed, I AM A HUGE FAN OF THE JEEP BRAND and it pisses me off that the current leadership is running it into the ground. They need to come up with products that their BASE really wants and not stupid shit that a handful of rich woke people want. But, I don't see that happening any time soon and it's a bummer.
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Completely agree and it’s why I choose to even still work for them. I truly am a fan of even their current lineup - the Wranglers and Gladiators obviously but the Wagoneer, Grand Cherokee, and Ram trucks too. Shame Stellantis is running them into the ground for sure.

JT@623 said:
Jeep should be an independent American company that builds Jeeps
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Think this is the only way Jeep would ever return to its roots but, Stellantis or any future parent company will never let them go.
 
RJV said:
But I wonder which one is more profitable. The Wrangler doesn't have to outsell the Bronco to still be more profitable. If the wrangler can still be profitable and be a niche market, I think that's an okay strategy. It doesn't need to be everything to everyone. I'd rather it stay with the same formula, sell less volume but still be profitable to justify its existence than them make it IFS and try to beat the bronco in the poser war. If there was a gas version of the Recon, it would fill that niche nicely ever since the grand Cherokee went full minivan. Maybe with Stellantis's new leadership they will have some course corrections.

I still think the Bronco will be a fad like the FJ was. Although Ford seemed to learn some from the flaws of that monstrosity..
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No telling just yet if it has staying power. That said I don't really see it as a direct line competitor off road anyhow. Soccer mom maybe. Like I said before if you go off road here in FL the Bronco is rarely seen.
 
Launch said:
No telling just yet if it has staying power. That said I don't really see it as a direct line competitor off road anyhow. Soccer mom maybe. Like I said before if you go off road here in FL the Bronco is rarely seen.
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same anywhere I go. It's almost always 75% Jeep and then 20% yota and 5% other stuff. the bronco basically fills the role the 2wd JK had
 
I find it funny how everyone here mentions 4/4 capabilities and off road prowess as reasons the jeep is better or whatever.

You realize how minimal or insignificant that segment of the total sales are?

Let’s be real here. The enthusiasts do not make up the market share. It’s the daily ripper for most people.
 
HighwayTrout said:
I find it funny how everyone here mentions 4/4 capabilities and off road prowess as reasons the jeep is better or whatever.

You realize how minimal or insignificant that segment of the total sales are?

Let’s be real here. The enthusiasts do not make up the market share. It’s the daily ripper for most people.
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It might be different now but in it's heyday, something like 70% of all Jeep owners were likely to make some kind of modification to their Jeep. This would include everything from a lift kit and tires to something like an angry grill. True off road enthusiasts (people who actually used their Jeep for off road use) made up only about 4% of all of them and less than 1% and by a long shot would actually do a big build.
 
HighwayTrout said:
I find it funny how everyone here mentions 4/4 capabilities and off road prowess as reasons the jeep is better or whatever.

You realize how minimal or insignificant that segment of the total sales are?

Let’s be real here. The enthusiasts do not make up the market share. It’s the daily ripper for most people.
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Truth
 
All the Broncos I see here in Northern Vermont are, at best, mall crawlers, not serious off-roaders. To me, it's like comparing Prius sales to those of serious Jeeps. Jeep for the win!
 
Ford is currently winning the battle between the Bronco and Wrangler. Here's the problem. FCA/Stellantis leaned into the Wrangler has a profit driver for the company. Ram is their only other American brand that drives sales and profits.

Chrysler currently only makes minivans.
Dodge has the Charger that is nearly the same car as when it debuted in 2006. Then a forgettable CUV called the hornet and the Durango that is way down the list for Expedition/Tahoe/Suburban crowd.
Ram has a solid truck lineup. So, that's a plus to the company.

The rest of the Stellantis brands don't matter at all in North America.

So, that brings us back to Jeep. They have the Wrangler which turned into their volume AND profit driver. That's not a great strategy for a solid axle vehicle. Average city driver is going to get tired of the ride and lack of interior width kids in car seats.

Until the Bronco, there was no competitor for the 4 door Wrangler. I love my Jeeps. But, I live with the quirks. Not everyone is willing to do so.
 
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