The SUV market is not a zero-sum recreation, not less than not for now, as early indicators counsel the Ford Bronco is not stealing prospects away from Jeep as one may need assumed. As a substitute, it appears that evidently the client base for the off-road-focused SUV is rising.
A brand new examine by S&P World Mobility signifies that whereas Ford Bronco gross sales have elevated over the previous 9 months, Jeep Wrangler gross sales haven’t declined. Whereas gross sales of the previous have elevated to 6 % of the compact SUV section (as outlined by S&P), the share of the latter section has remained stagnant at between seven and 9 %.
Nevertheless, the Bronco remains to be pretty new, which signifies that there’s room for each the off-roaders on this section. And that could possibly be reassuring for Jeep, which has had no direct competitor to the Wrangler for years.
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Chuck Anderson, normal supervisor of a Ford dealership in Missouri, informed Automotive Information that he does not suppose a Bronco purchaser has traded in a Jeep Wrangler.
“I do not suppose it is actually taking the Jeep market away,” Anderson stated. “I feel it is giving individuals who’ve by no means actually provided that section of the car an opportunity to purchase one thing they need.”
So, for now, not less than, a stability seems to have been discovered. Now the query is, how huge can this section be?
“The attention-grabbing factor about this could be if anybody else decides to get entangled,” stated Stephanie Brinley, S&P World Mobility Analyst. “We’re not essentially saying we have got a ton of development alternative in that house, however the addition of the Bronco simply made the pie greater.”
Volkswagen has already expressed curiosity in seeing how huge that pie can get. The automaker has made official its curiosity in producing off-road-focused SUVs via the Scout model. Nevertheless, it is going to be attention-grabbing to see whether or not the market can deal with all three fashions or whether or not historical past repeats itself.