If I’m reading the numbers correctly, Ford sold more of the big Bronco last month than they’ve ever sold in any other month. It was already a great April for the Detroit automaker, and the company isn’t alone, but amid all the sales numbers coming out today, it’s the Bronco that sticks out like a sore thumb. Of course, that thumb is sore from giving thumbs up to all the many, many Bronco owners suddenly roaming the streets.
It’s the first day of the month, and around The Morning Dump that means sales data. Kia and Hyundai continue to set new records and, in particular, set records with hybrid powertrains. Why is this happening? People freaking out about the tariffs, of course, which is going to have an impact. GM says that the impact will be as much as $5 billion to the bottom line.
Mercedes is not as badly off as other automakers from Germany because it makes vehicles here in the United States, and it sounds like Mercedes will be doing more of that quite soon.
Employee Pricing Gambit Results In Bronco-thon
I am never unhappy to see a Ford Bronco. The reimagined off-roader is just fun incarnate — joy to the extreme. It’s also been a popular vehicle for Ford, offering an alternative to people who don’t want a Wrangler or a 4Runner/Taco.
It’s never been more popular than it has been in the last couple of months, with tariff-mania forcing buyers off the sidelines and into the game. Overall, Ford’s April numbers rebounded significantly, with 208,675 vehicles sold during the month, which is up 16.2% over last year.
The even better news for Ford might be what people actually purchased, which was heavy on high-profit vehicles and low on electric vehicles (which were down 39.4% year-over-year). The Ranger (61.9%), Maverick (67.1%), and F-150 (12.7%) were all up, while the money-losing Mach-E (-40.2%), F-150 Lightning (-16.7%), and E-Transit (-0.6%) were going in the opposite direction.
Some of this can be explained by better numbers for those vehicles earlier this year, when people were panicking about losing the IRA Tax Credit. Those sales have already been pulled forward. Now, it’s pre-tariff fears driving the market, although Ford is less impacted by them than other automakers. Sensing the opportunity, Ford announced employee-pricing for all, which it’s extending another month.
Proportionally, the biggest improvement has come in Bronco sales, which were hovering between 8-10,000 every month. Prior to the employee pricing offer, the biggest month was December, when Ford sold 12,067 trucks in the United States. March broke that record, with 13,702 driven off lots. This last month? 14,400, which is up a not-small 73.2% year-over-year. This means that the Bronco is just barely outselling the cheaper Bronco Sport this year.
Are there quirks here? Maybe. Ford made some adjustments to production last year in response to slower sales and the ramp-up of the new Ranger. Small production issues for certain models may have also slowed down some deliveries, but that likely wouldn’t account for the huge sales surge.
I am open to reasons why this is happening other than the obvious, which is that people like Broncos, are panic-buying cars, and by making the Bronco a little bit cheaper it opens it up to a bunch of potential customers.
Lincoln also had a banger of a month, up 40% year-over-year, as people with a little more money buy nice new Navigators.
More Proof That The Tariff Panic-Buying Is Over For EVs
EV sales were up in the United States for just about every automaker who wasn’t Tesla or Rivian, as buyers who were fearful of the Inflation Reduction Act’s $7,500 tax credit vanishing rushed to buy EVs. Looking at the numbers thus far, I think most of that demand has been sated.
As mentioned above, hybrids grew 29.6% last month at Ford while EVs dropped by 39.4% compared to the prior April, which was just enough to offset the strong EV sales in the first three months of the year. It’s much the same at Hyundai, where the Ioniq 5 and 6 are both down for April while pretty much everything else is up dramatically.
And Kia? The company sold 1,572 EV9s in April of 2024 and just 232 last month. The EV6 also dropped, plummeting to under 700 sales after being above 2,000 last year. You know what sold at Kia? Carnivals and Tellurides. The company’s “electrified” models were up 21%, which means Kia moved hybrids like our elected officials move investment allocations before a big market change.
GM Predicts Tariffs Will Cost Up To $5 Billion
General Motors had a fairly rosy picture of 2025 in its mind, especially as the automaker started seeing positive cash flow from electric cars. GM has issued new guidance, and it’s not quite as positive. CEO Mary Barra sent out a letter to investors explaining it today, and included the news that the full-year EBIT-adjusted profits aren’t going to be great. Why?
I want to begin this letter by saying how proud I am of our employees, dealers and suppliers for the results they helped deliver in the first quarter of 2025. We are also grateful to President Trump for his support of the U.S. automotive industry.
We have had continual discussions with the President and his team since before the inauguration. They have invested the time to understand what it takes to be successful in this capital-intensive and highly competitive global industry, how we can work together to grow American manufacturing, and the importance of companies like GM to communities across the country.
Almost one million people in this country depend on GM for their livelihoods, including our employees, suppliers, and dealers. We have a network of 50 U.S. manufacturing plants and parts facilities in 19 states, which includes 11 vehicle assembly plants. And we have invested $60 billion here over the last five years. Our business is growing, and we will continue to grow our investments as we move forward.
Incorporating the positive impact of the Administration’s actions this week, we are updating our full-year EBIT-adjusted guidance to a range of $10 billion – $12.5 billion, including a current tariff exposure of $4 billion – $5 billion.
It’s admittedly feeling a little strange around here when every executive has to go out of their way to thank the President before softly admitting it’s going to cost, in GM’s case, up to $5 billion to react to his decisions.
Mercedes Will Build Another ‘Core Segment Vehicle’ In Alabama
Alabama is home to both Mercedes production and Nick Saban, the football coach who suddenly seems a lot more sane when compared to some other college football coaches I could name. In addition to being in seemingly every commercial that doesn’t already feature Rob Gronkowski, Saban co-owns a bunch of Mercedes dealers.
There’s good news for the home team as Mercedes has admitted it’s probably going to need to move some production to the United States to offset tariffs.
The German automaker said in a statement that it will shift assembly of a “core segment vehicle” to its factory in Tuscaloosa, Alabama, by 2027. It didn’t specify which model.
Mercedes’ most popular import in that category is the GLC sport-utility vehicle, which sold 64,163 units in the US last year, an increase of 58%. Mercedes had said in April that it was considering moving some production due to added costs stemming from the duties.
Any guesses as to what it’ll be?
My general and poorly concealed view of tariffs is that they’re going to increase costs and decrease choices in the market for the next 2-3 years in exchange for a disproportionately small number of jobs, but that doesn’t mean some regions won’t benefit. Anyone near a German car plant in the South is probably going to see more employment.
What I’m Listening To While Writing TMD
I got a perfect 1-2 punch from Apple Music recently of Jenny Lewis doing “The Moneymaker” and The Police performing “Roxanne.” The Autopian leaves it to you as to whether you should or should not put out the red light, though we strongly suggest you enjoy this Lollapalooza concert from Jenny Lewis.
The Big Question
If you’re getting a Bronco, which Bronco are you getting? All time periods, all trims, all answers accepted.
Top photo: Ford
I’m pretty cheap, and a van fan. SUVs are not typically my jam.
But I’m also an idiot and occasionally make bad decisions. If a Ford dealer dared to stock a base (Big Bend?) 2 door without a bunch of useless crap tacked on for 40k? If the timing of a particular mid-life crisis episode lined up with one, I could see myself going for it.
theyre just so chunky in person. They look neat, but I think Id have to gain an extra 50 lbs to feel comfortable in one.
This is one of the reasons I want nothing to do with a 4-door. Even the two door is a bit big for my tastes, but just about everything is large now.
I like the way they look, I could actually use the capability on occasion, and it would probably wear the brutality of the northeast/my job (I frequently drive through a fab plant that’s an endless pit of mud) better than most things. I also fucking love convertibles, but I just don’t really have any passion for Jeeps, and a sports car doesn’t really work as a daily for me.
Again, there’s a portion of me that wants one and could be swayed, but I think I’d be pretty pissed at myself after pulling the trigger, lol.
DO IT – outside of trash(ier) gas mileage, I love my 2door base w/33s.
2 door is surprisingly short, but it is wide. I actually never have an issue parking even in cities. I just folder the mirrors in for extra piece of mind.
The aftermarket is getting yuge, too.
Oh part of me would like to, but spending 40k+ on a vehicle right now is… not going to work unless I make some less than prudent decisions.
I do find myself surprised that I’m drawn to it when it’s not really my type of vehicle. I’m usually motivated by vans and small hatchbacks, versus BOF SUVs.
I see the appeal though and I understand why people buy them.
I hear ya – Mine was priced a tad more than should but also bought back in 22/23 when the used car market pumped my trade in through the roof so when they threw a number it was basically “oh hell yes”. Without that prob wouldn’t have pulled the trigger
Bronco would have to be a Shadow Black Heritage edition since that seems to be the best spec that still include the 7 speed manual trans. too bad the Raptor edition did not get the 3.5 versus the problematic nano v6’s and a 7 speed manual. And I would still be worried about the 2.3 and the issues with other fords with that motor. Seen way to many with a cracked cylinder from poor design. Floating piston sleeves and not enough head gaskets at the steam crossovers.
I’d like the big-engined 2-door with a soft top, but only if they would take $10k and my ’86 4Runner for it.
OJ Bronco with a Godzilla and long travel Pre Runner suspension set up
Good lord that statement by Barra is cravenly pathetic.
Man, the Trump administration is really taking the “Beatings will continue until morale improves” approach, aren’t they?
Please sir, can I have some more?
Please sir, can I have some less?
Apparently, no.
They sold a bunch of Broncos because they finally priced them somewhat right – and I assume the dealers have laid off the “market adjustments”. This should not be surprising.
Still too damned expensive for my taste, and I don’t think they even offer the base Bronco that I would at least consider for the right price. The *cheapest* one at MSRP is just shy of $40K. IIRC, there was originally a ~$30K 2dr stickshift base model (theoretically, anyway).
most around here are 60K and up. the heritage I just built online was getting close to that number. I would guess a lot of those sales were 2024 new models that were discounted to make way for 2025 models. there are still 11 new 2024 units just sitting at the nearest ford dealer. but they are priced 60 + K except for the 2 Braptors at over 90K.
At those prices, these things need to be a bit more swiss army to be useful in more ways.
I know why she said this and I don’t really blame her, but my god this is embarrassing.
If I could swing a new Bronco I would in a heartbeat. Perfect replacement for the XJ I just sold.
I’m so over Wranglers and their cliquey ducks BS. My current WL Trailhawk is more than enough 4×4 for my needs and it can tow my 5,000lb camping trailer (Bronco can’t). But it doesn’t excite me. It’s fine, but only fine. I’m kinda done with Jeeps in general.
There’s a black and white Bronco Sasquatch that lives around me. I would love nothing more than to have it parked in my driveway.
I am not a big fan of 1st Gen broncos so wouldn’t go with one of those. I would say if I could have any bronco it would be a second gen and I would want either a 12v Cummins or a 7.3 powerstroke swapped into it or maybe a 4bt Cummins. Though I am bigger fan of K5’s and Ram chargers/Traildusters.
If I could get a Bronco, I would definitely go with one from the second generation. These are by far the best looking and coolest Broncos ever made. I have always wondered why they only sold these for two years; it hardly seems worth the effort to develop a vehicle to sell for such a short time.
I would actually like to buy a second generation Bronco, although they are now quite expensive.
So – these sales aren’t necessarily “drove off the lot.” I guess you’d have to cross-reference that with registrations to see a similar bump; and there may be a 1-2 month hangover until they all hit the road.
This seems more like a “sales bank” and stocking up perfect storm. Push that inventory out to dealers to get juicy numbers, and they get to have stock on hand to weather the looming uncertainty.
Got a Lexis Nexis sub?
It’s also not great that the EVs are down – they need both the ICE and EVs to be up. Great that the revenue drivers are ….driving revenue… but the case for the electrics becomes harder as their sales performance cools.
That remains to be seen. Nobody knows exactly how this is all going to shake out, and based on what I heard just last night from someone in manufacturing, just building stuff in the US doesn’t mean you’re okay. The supplier for a metal they need is in China, and China will no longer allow that particular metal to be exported. At all. At any price. They literally cannot build products for any amount of money because of the stupidity of this trade war.
Maybe they’ll eventually find a US supplier for this metal, but it’s anyone’s guess how long that will take. You can’t completely change a supply chain in a few weeks.
I would not be at all surprised if the same thing happens to every automaker who builds in the US.
So my experience with them (Mercedes) is everything still comes from Germany and the process to approve another vendor is crazy. You still have to do everything in Germany to support them in the US or another country.
I absolutely love the look of the Bronco, but even on sale they’re so fkn expensive.
If I had the money, I’d get the cheapest model that let me get a V6/Saquatch pkg in a 4door. Yeah, 2-doors look cooler, but 4 doors are more useful.
If I could dream, I’d do a custom build of first gen from Icon or one of the other companies that resto-mod them.
I hope I never have to crawl into the back seat of a two-door car ever again.
After my 3rd 2-door DD, I finally decided “never again”. I once rented a 2 door JK Rubicon, and while it was a weapon offroad, it only took me a few hours to be annoyed with the lack of rear doors.
one of my strangest ubers was a FJ with the stupid rear door that wouldn’t open without the front door opened first.
If I could get any Bronco, it would be an Icon Bronco with the 5.0 and a manual transmission.
Hey, times might be tough coming up and prices are rising, let’s quick go out and buy big ticket items.
It’s the American way!
We all make mistakes sometimes.
It’s just that Americans have a tendency to make these particular mistakes more often it seems.
Approximately 28% of our economy is based on poor decisions made by the populace.
I actually think the Bronco sales are more indicative of a pricing problem than a win in terms of sales. I think automakers hit the ceiling on how far they could push prices and the bronco is a great example. Getting a nicely optioned bronco (same goes for wrangler) is a 60k endeavor these days and that’s a lot of cash for something that is arguably less versatile than an F-150,for the same price. And while I understand that value is subjective, my point is more that buying the bronco as “something fun” isn’t really in the cards for most people and you are deep into the territory of needing to use it for more than the fun drive. Bronco raptors have an MSRP of 100k. The fact that Ford is advertising 18-20k off to get them off the floor, but doesnt need the same discount for a Raptor at the same price, shows you where people believe the value ends. This shouldn’t be celebrated…. this should be the market adjustment that needs to happen. I love the Bronco and so does my toddler but I can’t justify selling my f-150 for one, not when they are the same price.
I can pick any Bronco? Then I’ll take a K5 Blazer. Wait, did I do that wrong?
I like the idea of the Bronco Raptor but I need that v8. While I prefer everything about the new Bronco over the current Wrangler, I would take the 392 Wrangler over a BRaptor because dumb cool v8. Damn still don’t think I’m doing this right.
Last try: I’ll take the Bronco Sport with the bigger turbo engine as it’s really all I would need as I don’t go off-roading other than light trails, dirt roads. Hold on, that’s just an Escape, sigh. I’ll take the FJ cruiser.
(I actually like the current Bronco, just don’t need one)
FJ is the answer.
FJ is just a worse 4Runner.
But it looks cooler and had a manual transmission option, so it wins in my book
Looks are subjective, personally I think they look ridiculous, but I’ll concede the manual option.
For as popular as they are now, they were mostly sales failure. I looked up the numbers a while back, the worst year of Jeep JK sales beat the best year of FJ sales. After the first few model years, FJ sales dropped like a rock. IIRC, if you discount the first 2 years, Jeep sold more JK’s in a given year than the FJ did in the rest of its run.
Oh yeah they were far too weird to ever sell well, but I love them for that. I always hated opening that back door though because it sort of falls open at a weird angle that makes it feel like it’s falling off and it scared me every time. I’m sure one would get used to it, but I never had one so it got me every time.
The manual is full-time 4wd though. I don’t want that.
And the serious off-roaders I know prefer automatics.
I agree FJ looks much cooler no bias there (as I sit with my FJ currently broken in my barn with rusted out front coilovers thanks Midwest salt) also would say the FJ is a bit more capable then a 4runner due to being shorter length and wheelbase wise.
I am a sucker for the retro styling, factory steelies, better colors, and of course, the 6 speed manual.
I’ll concede the manual, but IMO the styling was too mid-aughts retro-Tonka toy for me.
Eventually the used almost all the colors on the 4Runner and Tacoma. I think Yellow was the only one they didn’t use.
…which is the color I want. Sun Fusion is epic.
Agreed that the 4Runner is the smartest choice, but FJ is cooler
I’d much rather have a first-gen XTerra – and as a rule I hate Nissans. Friend of mine had two of them, and they were very stout trucks. And not stupid looking, unlike the Toyota. Also, you can see out of them properly, unlike the Toyota.
thats not a bad choice either, I see these rarely and always think “wow, thats a nissan I wouldnt have minded owning”. Obviously I would like owning basically any Z car or Skyline or Silvia etc, but normally I would never take a Nissan sedan, SUV or truck over many other better options
I want a good running old school Bronco II with a manual transmission.
My mind did also flash to a Bronco II for a moment, they seemed fun. Way better than the Mustang II in the realm of ford “add a II to a model” naming pantheon
When I was a kid a family friend had one that we took for a three hour trip to their cabin. It was tight but fun ride in the back.
I would like a New Bronco Everglades but they stopped making them. I would also like a perfect condition 78-80 with the cool solid front axle and V-8.
Excellent choices! I thought the Everglades was a dumb trim at first, but I reconsidered once I saw what came with it.
The original big Broncos are just so iconic.
Ford is pushing hard for the full-size Bronco to be the #2 seller behind the F-Series.
If they made a 2 door Raptor, I’d probably buy it.
If they made a V8 Bronco, I’d definitely buy it.
The current lineup doesn’t strike me as worth it for the money, even at employee pricing.
Bronco Ronco Edition: Slices, dices, juliennes, spiral cuts, you name it. You could even cut a tin can with it, but you wouldn’t want to!
Outer Spanx Edition: Designed with today’s active mom in mind. Personally signed by Sarah Blakely.
Heritage Edition: The embedded confederate flag is entirely about states’ rights, nothing more. There’s also a reproduction of a letter Henry Ford once wrote to a friend in Europe.
Big Ben Edition: Just a big-ass clock where the center stack used to be. It plays God Save the Queen through the horn every hour.
Black Diamond Edition: 1% of all proceeds go to ending central African forced labor in mines.
COTD.
We had a Rotato. It could nearly peel an apple! We tried it with a potato, which did not go well at all.
I’m in for the Big Ben Edition.
I am a big fan of the Heritage Edition (also one of the cheapest ways to get a Sasquatch!).
I am bummed that the 2025 doesn’t include a 2-door Heritage anymore, but the 4 door is a worthy consolation.
My spec would be Heritage 4 door, Azure Gray, 7 speed Manual, with the tow package and the roof bars.
I really like how the 2-door Bronco looks, to the point that whenever I see a Bronco in traffic, I’m disappointed it’s a 4-door. Looks and door count aside, I have no use for one though.
I feel the same the 2 door I think looks nice but the 4 door just looks to long and disproportionate
I feel like the proportions are not quite right on either one, but the 2dr is LESS no quite right. They both need less front overhang and more window height. And less ridiculously sized wheels as stock.
The biggest problem for me. I think they are super cool, I can certainly afford one, but I have absolutely zero reason to buy one, and my inner Yankee Cheapskate won’t let me do it “just because”. I too would just get a two door, as base as possible, with a stick. But that is still a $40K truck today.
I have the exact same issues with the Gladiator – and that would be more useful. Really the only two new vehicles on sale I have any interest at all in, but I just don’t have a use for either one. Though if they made a 2dr Gladiator with a useful length bed, I would probably would not be able to resist.
As an Alabamian, my guess for Mercedes would be the GLC crossover. It’s one of their few “top sellers” in the US that aren’t already built here. And I would be willing to be they’re going to free up some EV line capacity to make it happen more quickly.
I’m still a fan of what they’ve done here, it’s pretty incredible — from 1995 groundbreaking, they’re right up there with BMW and Honda in terms of gambling on the US as a hedge against currency fluctuations and placing production where the demand exists…and now tariffs, too, which no rational person really saw coming.
Interesting to note that 60% of Alabama’s production is ROW, not US. I toured the factory in 2000 or 2001 for an Ops Management class and it was pretty cool to see a RHD diesel ML SUV rolling down the line with the domestic LHD V6 and V8 gasser models without a break in the supply chain. JIT is a really cool system as long as we don’t have massive diseases running rampant around the world. Or in the Oval Office.
The 60% figure is also a major beef I have with the boss man’s “They don’t buy our cars!” garbage. I was in Spain in March and was thrilled to see plenty of our Mercedes models on the streets there (much rarer than the US, for both space and economic reasons). But most people here DO see cars like the Mercedes GLE, Hyundai Sonata, Honda Pilot/Odyssey, and many others as “our cars.” The idea that these are “foreign cars” died a long time ago here, especially since most of the value is produced and created here through wages, suppliers, plus the actual manufacturing and assembly of the cars. They are a part of our GDP.
I always like to remind people that Toyota’s largest factory in the entire world is in Georgetown, Kentucky.
Yep, probably too many to list — Nissans from TN, VWs from TN, Kias from GA, Subarus from IN. I was just mentioning the Mercedes plant because it’s a rare example of a US factory of a foreign brand that isn’t just making things primarily for the US.
That number is going to drop precipitously if the tariffs continue. No one is going to choose to build things for export anymore if they’re going to be taxed on the parts coming in and on the finished product going out thanks to retaliatory tariffs.
Exactly right, especially when these are already very highly priced cars (relative to salaries, after taxes) in so many other markets, especially the EU countries. And China will be a sh*tshow with their tariffs.
So the great big irony is “they do buy our cars” (using Mercedes as an example) but Trump probably wasn’t thinking about them, and now that’s going to greatly diminish with only negative progress being made.