From GPs to Helping Outsell Jeep – Bronco's Part in 4x4 Day

Apr 04, 2022
1

Jeep may have registered April 4 as their national holiday, but when it comes to which brand has the most four-wheel-powered vehicles being bought, Ford owns the outdoors. According to data from S&P Global Mobility, Ford sold 1.2 million four-wheel-powered vehicles in the U.S. in 2021 – roughly 18% more than the next best-selling brand, Toyota, and 42% more than Jeep.*

Today, on 4x4 Day, Ford is celebrating these million-plus adventurers who have chosen a four-wheel-drive Ford to get them to the wilderness spots they love.

Making Every Day a 4x4 Day

Since 2000, Ford has led all automakers in U.S. four-wheel-powered vehicle sales. Any driveline setup that can send power to all four wheels – including 4x4, four-wheel drive, all-wheel drive and dual-motor all-wheel drive – constitutes a four-wheel-powered system. Trucks and SUVs with a transfer case –– like Bronco, F-150, Ranger, Super Duty, and Expedition –– up the off-road ante, letting drivers head out on more extreme adventures.

Extreme Capability for Outdoor Adventures: Bronco

It’s no secret the 2021-22 Bronco has fast become a favorite choice for adventure. And for good reason: The 4WD vehicle has a lineage in extreme capability. In World War II, Ford participated in a government competition to build rugged carry-all utilities for GIs on the battlefield, producing more than 270,000 general purpose, or GP, vehicles for the Allied forces.

In 1951, a government contract called on Ford to design a quarter-ton 4x4 Military Utility Tactical Truck, or MUTT, to replace the M38 and M38A1 model jeeps. Design started in 1951, with testing and prototyping continuing through most of the decade.

While GPs were popular among returning servicemen for both work and play, Ford research in the early ’60s revealed they were too small and uncomfortable for civilian life, so a more refined, spacious off-road vehicle that still delivered durability was born – the Ford Bronco.

Back In Business and Catching Eyes

The break in production from the 5th generation of Broncos to the sixth had people clamoring for the SUV to be brought back.

Finally here once again, Bronco and the Bronco Sport have captured the attention of plenty of the 114 million Americans who participate in outdoor adventure activities each year, including Rachel Sampson, a former Nissan owner and mother of two.

Growth in sales for four-wheel-powered Ford vehicles comes from a mix of new models, including the Bronco family of 4x4 vehicles, plus an uptick in the take rate for all-wheel drive in other popular nameplates like Explorer. Growth is also coming from millennials** and women†† – with both groups of buyers doubling their take rate of four-wheel-powered vehicles over the past decade.

Sampson took delivery of her 2021 Outer Banks Bronco last November and has been enjoying Florida’s beaches with it since then. “We enjoy top-down weather as much as possible.”

Find New Adventures

“We know customers want SUVs for the additional cargo space and convenience, and also for the capability and confidence that comes with a four-wheel-powered vehicle,” said Dave Rivers, Ford U.S. SUV marketing manager, noting that three in four retail sales in 2021 were four-wheel-powered vehicles for Ford. “In some cases, it’s the day-to-day confidence of driving in snow, but it’s also the desire to get outdoors, get off-road and find new adventures.”

*Based on S&P Global Mobility new registrations including drive type: 4x4 AWD, 4x4 front-wheel and 4x4 rear-wheel drives, in the United States for calendar year 2021.
**Based on 2012 to 2021 mTab New Vehicle Customer Survey.
†Based on S&P Global Mobility new registrations including drive type: 4x4 all-wheel, 4x4 front-wheel and 4x4 rear-wheel drives, in the United States for calendar years 2000 to 2021.
††Based on S&P Global Mobility new registrations among women including drive type: 4x4 all-wheel, 4x4 front-wheel and 4x4 rear-wheel drives, in the United States for calendar years 2012 to 2021.

If you have your Bronco, get out there! We hope you have the chance to shift it into 4L or 4H often. Leave a comment letting us know the last place you went off-road.

Comments

You must log in or register to post here.