The hype surrounding the revived Ford Bronco may have taken the attention away from its equally capable sibling, the Ford Bronco Sport, but the smaller model is proving to be a tough competition for its rivals judging by its cumulative sales after being on the market for only one month.
The 2021 Ford Bronco Sport sold 5,120 units in its first full month on sale. But the number improved further for the month of January 2021, climbing up to 8,050 units. Asked whether this could be a result of a confusion between the two Bronco models, Ford says it is not and that customers are truly intent on buying the Bronco Sport.
“People are coming in because they know the Bronco Sport is out. The early adopters that are coming into the showroom are well in-the-know,” Jovina Young, Ford Brand Manager for the Bronco Sport, told online publication CarBuzz.
Young also said the Bronco Sport has a different target market than its larger sibling. With the regular Bronco going head-to-head with the Jeep Wrangler, the smaller Bronco Sport is competing with smaller crossovers such as the Jeep Compass and Cherokee. While the Blue Oval expected the Bronco Sport to lure buyers away from Jeep, it is also attracting a specific type of buyer.
“I’ve asked who we’ve been conquesting,” Young shared. “I’m hearing across the country that buyers are turning to lifestyle vehicles, people are buying vehicles for the fun of it. When you think of Bronco Sport as spontaneous and fun, that tends to come alive.”
Another welcome change is the transition of Subaru owners to Ford. Young said “this is the most we’ve ever conquested from Subaru owners” and that “we don’t typically get Subaru owners” because, like Toyota customers, they are loyal to their brand of choice.
Ford has yet to see the full picture of the Bronco Sport’s sales. But so far, the word is in that the automaker is doing well in capturing its target market—the younger buyers.
The 2021 Ford Bronco Sport has a starting price of $26,820 for the base model, followed by the Big Bend trim at $28,320, which is reportedly the most popular variant in the range. Also popular are the higher trim levels: the Outer Banks, which retails for $32,320, and the Badlands at $32,820.
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