Ford’s rugged Bronco lineup is having a strong 2025—at least for the most part. While the larger Bronco continues to surge in popularity, its smaller sibling, the Bronco Sport, hit an unexpected roadblock in July.
Through the first seven months of the year, the Bronco Sport has been on a healthy upward trajectory. Sales are up 13.9 percent compared to 2024, with 83,376 units sold so far in 2025—an encouraging climb from the 73,203 units sold over the same period last year. But July told a very different story.
Last month, Bronco Sport sales plunged 18.7 percent year-over-year, with just 10,938 units sold compared to 13,449 in July 2024. The drop is particularly surprising given the model’s overall success this year and the broader strength of Ford’s SUV lineup.
In fact, the Bronco Sport was one of the only mainstream Ford models to post a monthly decline, alongside the compact Maverick pickup. Other nameplates, particularly in the large SUV segment, showed serious momentum. The Explorer posted a robust 46.2 percent jump with 18,837 units sold in July, and the Expedition climbed an even higher 50.9 percent with 7,518 units. But the real standout was the full-size Bronco, which surged 55 percent year-over-year to 13,798 sales—eclipsing its smaller sibling’s tally for the month.
The Bronco’s rise isn’t just a one-month wonder. Year-to-date, the flagship off-roader is up a massive 45 percent, growing from 59,054 units sold through July of 2024 to 85,861 so far in 2025. It’s a reminder that while some buyers might be swayed by compact crossovers with rugged aesthetics, many are still craving true off-road capability—and they’re finding it in the Bronco.
Meanwhile, over at Lincoln, Ford’s luxury division is having a more mixed year. The Corsair crossover continues to slide, down 16.2 percent for July and 1 percent on the year. The Nautilus is faring slightly better with a 3.3 percent year-to-date increase, but it too suffered a July decline of 11.5 percent. Fortunately, the Aviator provided a rare bright spot, skyrocketing 298.4 percent to 1,470 units for the month—up from just 369 in July of last year.
Despite the Bronco Sport’s rocky month, Ford’s overall SUV momentum remains strong. But the segment’s volatility is on full display. Even strong year-to-date performers can’t rest easy—especially when consumer preferences shift as fast as the terrain the Bronco was built to conquer.
Source: Ford