Ford Slows Bronco Production As Sales Slip Far Behind Jeep Wrangler

Ford’s Bronco isn’t galloping quite as freely as it once was. After a dip in sales, Ford is tapping the brakes on production, but is opting for a softer landing than some rivals. Instead of slashing jobs outright like Stellantis, the automaker will reassign around 400 workers to other facilities.

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In a memo sent to employees this week that was seen by Auto News and confirmed by Ford, the automaker announced it will “reduce our line rate to better serve customer demand for Bronco.” Translated, that means production will slow, and those 400 workers will be relocated to the Dearborn Engine Plant and Monroe Parts Depot during the first quarter of 2024. How long they’ll remain there has not been disclosed, although Ford has not indicated that this is a permanent shift.

Read: Ford’s 2025 Bronco Update Brings Back $38K Base Model With Steelies

Despite the slowdown, Ford insiders say the Michigan Assembly Plant will keep its three-crew production schedule—at least for now. However, the plant will temporarily shut down for the first two weeks of January, ostensibly to prepare for the 2025 model year changeover. It’s standard industry practice, but in light of dwindling Bronco sales, it does beg the question of whether there’s more recalibration to come.

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Bronco Stumbles Against Jeep Wrangler

While the Bronco remains a popular choice, its sales have noticeably cooled in 2024. Over the first nine months of the year, Ford sold 76,948 units of the off-roader, marking a 15.9% decline compared to the same period in 2023. This puts it significantly behind the Jeep Wrangler, which moved 113,078 units during the same timeframe. That’s a notable gap, even as the Wrangler itself saw an 11% year-over-year decline. The third quarter was particularly bleak for the Bronco, with sales plunging 18.5%, from 32,888 units in 2023 to just 26,796.

What’s New for 2025?

Ford hopes to stem the tide with the 2025MY Bronco lineup. Perhaps the most notable addition is the reintroduction of the entry-level Base model, priced from $37,995. This version was ditched for the 2024 model year but has returned with classic steel wheels. Additionally, all new Bronco models include a 12-inch digital instrument cluster as standard, a feature previously reserved for the flagship Bronco Raptor. An upgraded 12-speaker B&O audio system has also been installed.

More: Ford Sues Vintage Tuner For Making New Broncos Look Old

While the tech and trim updates offer incremental improvements, the powertrain lineup remains unchanged for 2025. As such, the Bronco continues to be offered with an entry-level 2.3-liter turbocharged four-cylinder producing 300 hp, a 2.7-liter turbocharged V6 with 330 hp, and a 3.0-liter twin-turbo V6 in the Raptor mustering up 418 hp.

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