Ford dug deep into its storage and brought back one of its most revered nameplates: the Bronco. Its mission was clear: to make the Jeep Wrangler sweat. At first, after the sales started, it looked less like a clean victory lap and more like an off-road trail full of roots and loose gravel.The reborn Bronco had a complicated start, with production delays, hardtop headaches, and a long list of recall campaigns that gave critics plenty to chew on. But after several years of sorting things out, Ford's retro-styled off-roader finally seems to have found its way into customers' hearts.Ford is not the only American automaker proving that old-school formulas still have plenty of life left in them. The next-generation 2027 Chevrolet Silverado 1500 is also leaning hard into traditional truck values, with available V8 power, serious off-road hardware, and enough screen space inside to make a small movie theater nervous. Bronco follows the same general recipe, only with removable doors instead of a pickup bed.AdvertisementAdvertisementAnd now comes the interesting fact: in April 2026, Ford claimed 17,073 Bronco sales, helping the blue-oval SUV reach 48,270 units through the first four months of the year. On the other corner of the trail, Jeep managed to sell 44,461 Wranglers after Q1 alone. It's not a huge gap, but it happened, and that matters, because the Wrangler is not just another SUV; it's the character vehicle with deep roots and off-road heritage no other American vehicle can match. That's why beating it, even for one month, matters.Ford followed up its record-breaking April with another strong month in May, selling 15,389 Broncos and lifting the SUV's year-to-date total to 63,659 units. While Jeep does not report monthly Wrangler sales, Ford's off-roader appears to have maintained its momentum after finally edging past its longtime rival in April.It also helps Ford that Jeep has been having an uncomfortable year. More than one million 2021–2025 Wrangler and Gladiator models were recently recalled in the U.S. over a fire risk, with owners told to park outside and away from structures until repaired. Yes, this is that same Wrangler Jeep says should sleep under the open sky. Very rugged. Very campsite. Slightly less ideal when the campsite is your driveway.The Bronco, meanwhile, has become easier to understand. It looks familiar without feeling ancient, offers real off-road hardware, and feels more livable for people who want adventure on Saturday but still need to commute on Monday. It is less "punishment builds character" and more "let's get muddy, then use Apple CarPlay."Ford has not killed the Wrangler; far from it. Jeep still has decades of loyalty, a massive aftermarket, and the kind of badge recognition most SUVs can only dream about. But the Bronco is no longer just the nostalgic challenger. It is now a real threat.AdvertisementAdvertisementAfter a messy beginning, Ford's off-roader finally looks like it has found solid ground. And for once, the Wrangler may be the one checking the mirrors.This story was originally published by Men's Journal on Jun 27, 2026, where it first appeared in the Gear section. Add Men's Journal as a Preferred Source by clicking here.
+15 others
