Why Ford Should Be Worried About The New 2024 Jeep Wrangler

The new 2024 Jeep Wrangler is poised to give Ford's most-recent iteration of the Bronco some steep competition.

By Charlene Badasie | Published

jeep wrangler ford

The Ford Motor Company faces major competition as Jeep prepares to launch its updated Wrangler SUV in 2024. The new off-road vehicle boasts an evolutionary exterior design and a new interior with additional safety and technology features. “The Wrangler is the archetypal adventure hero, embodying the spirit and soul of the brand,” Brand CEO Christian Meunier said in a press release.

Along with interior upgrades, the 2024 Jeep Wrangler offers off-road features like larger tires and an 8,000-pound-capacity warn winch. It also comes with new roof options similar to the Ford Bronco. The truck-based SUV was reintroduced in 2021 as a midsize off-roader with retro-inspired exterior styling. The original Bronco was launched in 1966 as an alternative to the Jeep CJ-5.

The 2023 Ford Bronco is available in 10 trims, including the new Heritage Edition and Heritage Limited Edition, with the option of two or four doors and a manual or automatic transmission. The Bronco can also be configured to meet a wide range of needs. The vehicle has a considerably more comfortable ride and much more responsive handling than the previous Jeep Wrangler.

It has a suite of driver-assistance technology, including automatic high beams and parking sensors. Specializing in off-road terrains, the Ford Bronco offers locking front and rear differentials and sway-bar-disconnect features, Car and Driver reports. Still, the Jeep Wrangler has dominated the off-road SUV segment, earning a reputation as an industry leader.

But according to CNBC, the Ford Bronco has been gaining momentum. The carmaker sold 117,057 units in 2022, which isn’t too shabby when compared to the 181,409 sold by Jeep Wrangler. The sales gap decreased significantly during the first quarter of 2023 to less than 2000 vehicles. What attracts people to the Wrangler is the plug-in hybrid electric version or 4xe, which is a play on the off-road 4×4 branding.

Compared to the Ford Bronco, the Jeep Wrangler 4xe has been the bestselling hybrid model in the United States in the last two years. The company hopes to increase sales by offering a lower-priced model called the Wrangler Sport S at a lower price. “I think we shocked the world with Wrangler being the No. 1 selling plug-in hybrid,” the Head of Jeep in North America, Jim Morrison, said.

The new Jeep Wrangler features several model options, including the Sport, Willys, Sahara, High Altitude, Rubicon, and Rubicon 392. The company is currently taking orders, with units arriving in the United States later this year. Pricing will be announced closer to the launch date. The electric hybrid comes as the auto manufacturer plans to offer electric options on the entire range by 2025.

Jeep hopes that 50% of its sales will be all-electric in the United States by 2023. Despite Wrangler’s success, Ford Bronco has a rich history and a dedicated fan base. And the new model continues the tradition of being a capable and versatile off-road vehicle. The Bronco also has a hidden design feature in which the engine-start button looks like one of the vehicle’s headlights.

The Ford Bronco also boasts a 310-horsepower, 2.7-liter turbocharged V6 that delivers impressive engine power. The off-road vehicles are currently available for purchase at any dealership. It remains to be seen which brand will come out on top at the end of 2024.