For Ford Bronco owners, it's more than a truck — it's a lifestyle

The Bronco Lifestyle: A New Era of Off-Road Enthusiasm

Ford’s Bronco, relaunched in 2021, has become more than just a rugged SUV—it's a lifestyle for its fans and customers. Whether it's parked in a lot or navigating unpaved terrain, the Bronco represents a unique blend of adventure and community. But beyond the lifestyle, the Bronco is also a significant source of revenue for Ford.

Nowhere is this lifestyle more evident than at the Bronco Off-Roadeo, an event that brings together owners to celebrate their shared passion. These one-day gatherings are held at Ford-created sites across the country, including Austin, Texas; Moab, Utah; Mt. Potosi, Nevada; Gilford, New Hampshire; and Maryville, Tennessee. Attendees meet, trade stories, and test their Broncos on custom trails designed to challenge the vehicle's capabilities on dirt roads, muddy ruts, and even light rock crawling.

At these events, Ford provides the vehicles, allowing owners to experience the Bronco without risking damage to their own. Ken Scrogin, who attended with his wife and kids, explained, “I love mine too much to risk nicks, scratches, bumps, and bruises, but coming to use somebody else’s, that was a no-brainer.”

The Bronco has seen a massive surge in popularity, with full-size sales jumping 33.7% in 2025 compared to the previous year. In fact, Ford reported surpassing Jeep Wrangler in sales in April, a major milestone for the brand. Edmunds.com confirmed that the Bronco outsold the Wrangler by a significant margin, selling 17,073 units versus 14,966 for the Wrangler.

Ford’s spokesperson noted that the Bronco buyer is a mix of classic Jeep Wrangler enthusiasts and new customers exploring alternatives like the Toyota 4Runner. Jessical Caldwell, head of insights at Edmunds, said the timing of the Bronco’s revival was perfect, as Americans were increasingly drawn to rugged SUVs and off-road trims. The Bronco’s release during the pandemic also benefited from a shortage of cars and a growing demand for outdoor activities.

The rise of the Bronco comes at a crucial time for Ford, which has faced financial challenges due to its heavy investment in electric vehicles. However, vehicles like the Bronco offer higher profit margins, typically ranging from 10% to 20%, which helps boost the company’s bottom line. Higher-optioned trims such as the Badlands and Raptor generate even more profit.

Sam Fiorani, manufacturing expert at AutoForecast Solutions, said tapping into a segment dominated by Jeep Wrangler was challenging but profitable. “The Bronco offers several popular trim levels up to the $80,000 Raptor, with buyers demanding the higher levels that are very profitable to Ford,” he said.

Ford CEO Jim Farley aims to position the company as the “Porsche of off-road,” not just for its vehicles but for the profit margins associated with enthusiast brands. This vision is reflected in Ford’s participation in extreme off-road races like the Dakar Rally and King of the Hammers.

Off-Roadeos also serve a technical purpose, helping owners learn how to use their Broncos effectively. Kylie Schaberg, who attended with her fiancé, said the event was hands-on and supportive. Benjamin Myers, who grew up with older-generation Broncos, chose the new model for its outdoor capabilities.

Myers noted that the Bronco has a strong presence on TikTok, where the community shares tips and experiences. Stacey Scrogins, attending with her husband, highlighted the online community, including groups like “Bronco Nation” and women’s groups.

While the Bronco still skews male, Ford reports growth among female buyers, especially as an outdoor lifestyle vehicle. However, concerns about affordability persist, as large SUVs and trucks tend to be more expensive than traditional sedans and crossovers. High gas prices and interest rates have made financing difficult, with some buyers opting for 84-month loans.

Despite these challenges, the Bronco may continue to thrive. Experts suggest that American buyers are willing to absorb higher fuel costs for large vehicles. As one attendee at the Off-Roadeo stated, “Absolutely, absolutely” when asked if another Bronco would be their next choice.

The Bronco’s success reflects a broader shift in consumer preferences toward rugged, off-road vehicles, and Ford is well-positioned to capitalize on this trend.