Why Did the Ford Bronco Sport Stumble in July After a Strong Year?
The Ford Bronco Sport has been on a roll in 2025, racking up 83,376 sales through July—a 13.9% jump over the same period last year. That’s no small feat, especially in a market where competition is fierce and buyers have more choices than ever. But here’s the twist: July itself was a rough patch. Sales for the Bronco Sport dropped by a staggering 18.7% compared to July 2024, falling from 13,449 units last year to just 10,938 this year. For a model that’s been a bright spot in Ford’s lineup, this sudden dip raises eyebrows.
So, what’s behind this hiccup? Industry analysts point to a few possible culprits. Inventory constraints have been a recurring headache for automakers in 2025, with supply chain snags still echoing from previous years. There’s also the matter of shifting consumer preferences. As gas prices fluctuate and more buyers weigh the pros and cons of hybrid or electric options, some may be pausing before pulling the trigger on a traditional compact SUV. And let’s not forget the Bronco Sport’s own family—its bigger siblings are stealing the spotlight with impressive gains.
How Are Ford’s Larger SUVs Outperforming the Bronco Sport?
While the Bronco Sport hit a speed bump, Ford’s larger SUVs have been sprinting ahead. The full-size Bronco, for instance, saw a jaw-dropping 55% leap in July sales, climbing from 8,902 units last year to 13,798 this year. Year-to-date, the big Bronco is up 45%, with 85,861 units sold compared to 59,054 at this point in 2024.
The Explorer and Expedition are also flexing their muscles. Explorer sales surged 46.2% in July (18,837 units), and Expedition wasn’t far behind with a 50.9% jump (7,518 units). These numbers aren’t just impressive—they’re a clear signal that buyers are gravitating toward larger, more versatile SUVs. It’s a trend echoed in broader industry data: according to Cox Automotive, midsize and full-size SUV segments have outpaced compact SUVs in growth so far this year, as families and adventure-seekers look for more space and capability.
Is This a Ford-Only Phenomenon or Part of a Larger Trend?
Ford isn’t the only automaker riding the big SUV wave. Across the industry, demand for larger vehicles has been robust, even as compact crossovers like the Bronco Sport remain popular. What’s unique about Ford’s situation is the contrast within its own lineup. The Maverick, another compact offering, also saw a dip in July, while nearly every other Ford model posted gains.
Meanwhile, Chevrolet—one of Ford’s chief rivals—hasn’t been able to match Ford’s success in the rugged, off-road-inspired SUV space. The lack of a true competitor to the Bronco and Bronco Sport leaves Ford with a strategic advantage, at least for now. But the market is fickle, and new entrants could shake things up in the coming months.
What’s Happening With Lincoln’s SUV Lineup?
Lincoln, Ford’s luxury arm, has had a mixed bag this year. The Aviator absolutely soared in July, selling 1,470 units—a whopping 298.4% increase over the same month last year. But not all news is rosy. The Corsair and Nautilus both struggled, with the Corsair down 16.2% for July and 1% for the year, and the Nautilus slipping 11.5% in July despite a modest 3.3% year-to-date gain.
These numbers highlight a broader challenge for luxury brands: standing out in a crowded field. While the Aviator’s success is a bright spot, Lincoln will need to rethink its approach with the Corsair and Nautilus to keep pace with rivals like Lexus and Acura, both of which have seen steady growth in their own SUV sales according to recent J.D. Power reports.
What Does This Mean for Shoppers and Ford Fans?
If you’re in the market for a new SUV, the current landscape offers both opportunities and challenges. The Bronco Sport’s July dip could translate to better deals or incentives as dealers look to move inventory. On the flip side, the surging demand for larger SUVs like the Bronco, Explorer, and Expedition might mean tighter supply and firmer pricing.
For Ford loyalists, the brand’s overall momentum is encouraging. The company’s ability to pivot and capitalize on shifting trends—especially with its larger, adventure-ready models—shows a keen understanding of what today’s buyers want. But as the Bronco Sport’s July numbers remind us, even the hottest sellers aren’t immune to market swings.
The big takeaway? Success in the SUV world isn’t about perfection—it’s about smarter adjustments. Start with one change this week, and you’ll likely spot the difference by month’s end.