Jeep’s Off-Road Icon Just Made History. The Timing Is Kind of Awkward

2026 marks Jeep’s 85th anniversary, and the brand is pulling out all the stops to honor the occasion. Between ongoing Twelve 4 Twelve and Convoy campaigns, the seven-slot grille continues to find reasons to look back on its history.

Moreover, this past week, Jeep hit another monumental milestone. Following the Rubicon’s debut back in 2003, the nameplate has now reached 1 million sales globally across the Wrangler and the Gladiator platforms.

Stellantis

Proud as the Jeep execs and product planners may be feeling, the timing is actually more than a little unfortunate. Namely, because April Bronco numbers are bound to be raining on the parade.

Ford’s Bronco is bringing the heat

According to Ford’s most recent sales report, the SUV just posted an 18.6 percent improvement for the month, up from 14,400 sales in April 2025 to 17,073 sales in April 2026. This also means that the Bronco is currently showing 2.7 percent growth for the year.

When you consider the wider contraction throughout the industry, that kind of performance is undoubtedly a win for the brand. However, it’s especially pertinent to Jeep because Ford says it was enough for the sixth-generation Bronco to outsell the Wrangler by its largest margin yet. 

Mind you, Stellantis doesn’t publish monthly sales performance figures, so the Blue Oval’s claim comes without an exact comparison. Moreover, per the last count at the end of Q1, the Wrangler was not only up 17 percent year over year but also ahead of the Bronco by a respectable margin with some 44,461 sales compared to 31,197.

Even still, Ford’s reportedly impressive April follows a breakout year for the Bronco, as 2025 amounted to the SUV’s best performance since its return in 2021. Though the Bronco trailed the Wrangler come December, it nevertheless posted a 30 percent improvement over its 2024 totals.

Stellantis

Seeing as the race is only getting closer, there’s no question that Jeep is looking over its shoulder. Considering the automaker already keeps its gaze fixed in the rearview by leaning on legacy, there does seem to be an opportunity for the Bronco to finally take the lead.

Jeep remains rooted in the past

That’s because, as timely and on-brand as initiatives like Twelve 4 Twelve seem for Jeep, they also beg the question: are the Wrangler’s best days behind it?

Stellantis

After all, the entire campaign hinges upon references to historic moments to celebrate what makes the seven-slot grille great. While it’s generated an ongoing run of fresh Jeep releases, the resulting special editions haven’t really brought anything different to the Wrangler beyond fresh paint options. 

Even those aren’t technically ‘new,’ as each one recalls Jeep’s past in some way. Some of the Twelve 4 Twelve drops have surfaced in the form of overt revivals, while others have merely incorporated inspiration from retro Wrangler themes.

Of course, Jeep isn’t alone in its efforts to wield brand history. Ford also leans on the Bronco’s rich legacy through offerings like Heritage Edition and the Stroppe Edition. 

Stellantis

However, the Blue Oval’s strategy also accounts for what’s to come down the road. From Raptors and RTR-branded performance versions to promises of future hybrid variants, the Bronco brand is expanding in more ways than one (and that’s not even addressing its Sport sibling).

Seeing as Stellantis recently pulled the plug on the 4xe, and Jeep is simultaneously expanding its reintroduction of V8 power, the brand appears increasingly committed to what the Wrangler has been. While that might work out for now, only time will tell whether it’s a play that can fend off the Bronco during the remainder of the Jeep brand’s big birthday year.

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