That means that of its Bronco orders (and we’re not talking Bronco Sport here), more than 87,000 were driving something not related to the Blue Oval. For the F-150 Lightning, 96,000 owners came from other brands. CEO Jim Farley wouldn’t comment on which models in particular the SUV and pickup are stealing sales from, but we can make some educated guesses.
For the Bronco, one would assume it has to be the Jeep Wrangler and Jeep-related vehicles. But the Wrangler is coming off its best US sales quarter ever. Jeep moved about 70,000 Wranglers in April, May and June. Ford sold about half that of Broncos. That makes us think that Ford isn’t cutting into Jeep’s pie, it’s just that the pie of people driving off-road-centric SUVs just got bigger. And that makes sense. When the news is depressing, people want the opportunity to get out, get away and do something.