For decades, the Jeep Wrangler and Toyota 4Runner have dominated the off-road, body-on-frame SUV market. However, in 2020, Ford reignited competition by reintroducing the Bronco, sparking excitement among enthusiasts. Now, four years later, sales figures reveal that the Bronco is making a significant impact, challenging both the Wrangler and 4Runner for off-road supremacy.
In Q4 2024, Jeep Wrangler sales rebounded, rising 26.82% year-over-year, with 38,085 units sold compared to 30,030 in Q4 2023. With potential interest rate cuts on the horizon, Wrangler sales may see further growth. However, with a major refresh expected in the next two years, sales could plateau before the next-generation model arrives.
Meanwhile, the Ford Bronco continues its upward trajectory, with Q4 2024 sales surging 126.98%—32,224 units sold compared to 14,197 in Q4 2023. Despite the initial hype settling, the Bronco’s increasing sales raise an interesting question: Is it stealing market share from the Wrangler, or is the body-on-frame SUV segment simply growing?
Toyota’s 4Runner, on the other hand, saw a dramatic 90.92% decline in Q4 2024, largely due to anticipation of the all-new next-generation model launching in 2025. Historically a strong performer, the 4Runner is expected to challenge both the Wrangler and Bronco once its updated version hits the market.
With the arrival of the new 4Runner, the Bronco’s mid-cycle refresh, and a fully redesigned Wrangler expected by 2027, the competition in the off-road SUV space is only intensifying. The next few years will be critical in determining which brand will dominate this ever-evolving segment.
Dave Boyd is the founder and lead automotive voice behind All Terrain Nation, an independent media brand covering trucks, SUVs, off-road vehicles, industry news, and real-world ownership.
Dave’s connection to the automotive world goes well beyond reviewing vehicles. He worked at Nissan’s manufacturing plant in Smyrna, Tennessee, helping build the Nissan Xterra and Frontier. As an enthusiast, he founded XterraNation.org and created WentWindrock, a national gathering that brought Nissan Xterra owners together at Tennessee’s Windrock Park.
In 2015, Dave launched the Nissan Nation Podcast. What began as a show focused on Nissan trucks and SUVs eventually expanded into All Terrain Nation, reflecting his growing coverage of the entire truck and off-road industry.
Over the years, Dave has owned and extensively covered vehicles including multiple Nissan Xterra’s, a Nissan Frontier, Titan PRO-4X, Ford Bronco Badlands Sasquatch, Mustang GT, Ranger Raptor, and Current ride: Bronco Raptor. This long-term ownership experience allows him to discuss more than specifications and first impressions—he understands what it means to buy, modify, maintain, and live with these vehicles.
Dave has also participated in manufacturer media programs and automotive events, including Nissan, Ford and more. Through All Terrain Nation, he continues to cover new vehicle launches, industry developments, ownership experiences, off-road events, and the decisions affecting today’s truck and SUV buyers.
Based in Middle Tennessee, Dave produces automotive articles, videos, podcasts, and event coverage alongside his partner and ATN co-host, Kelly.
His goal is simple: give enthusiasts honest, informed, and entertaining automotive coverage without relying on manufactured outrage or repeating a manufacturer’s press release.
