Tracker snapshot (Q2 2026)
- Q2 leader: Ford Bronco, 45,739 units, up 15.9% year over year.
- Second: Jeep Wrangler, 41,793 units, down 12% from Q2 2025.
- Third: Toyota 4Runner, 39,076 units, up 81.1%.
- Year to date: Wrangler still leads at 86,254, ahead of Bronco’s 76,936 and 4Runner’s 72,320.
- Biggest mover: the 4Runner, up 141% for the year as sixth-gen supply catches up.
- Milestone: the Bronco first outsold the Wrangler monthly in April 2026.
- Update cadence: this off-road SUV sales tracker refreshes every quarter.
- Source: manufacturer results, reported by TFLcar.
8 min read
Updated: July 17, 2026 (Q2 2026 figures)
In this tracker
Overview
This is our running off-road SUV sales tracker for the Ford Bronco, Jeep Wrangler, and Toyota 4Runner, refreshed every quarter as each automaker reports results. It exists so you have one page for the whole 2026 race instead of chasing scattered monthly headlines. Right now, the story is a genuine three-way fight, and the order at the top has changed.
In the second quarter of 2026, Ford moved 45,739 Broncos and outsold the Jeep Wrangler for the first full quarter since the nameplate returned in 2021. Jeep landed second at 41,793, while Toyota’s redesigned 4Runner surged to a close third at 39,076. Fewer than 7,000 units separate first from third, so momentum matters as much as the ranking.
Why track this? Because sales trends shape resale values, incentives, and how long each model stays fresh. A rising nameplate earns new trims and steady support, while a slump usually brings discounts. So this off-road SUV sales tracker helps you time a purchase and read where each rig is headed. For the specific month the Bronco first passed the Wrangler, see our April 2026 sales milestone report.
Q2 2026 at a glance
| Model | Q2 2026 | vs Q2 2025 | YTD 2026 | vs 1H 2025 |
|---|---|---|---|---|
| Ford Bronco | 45,739 | +15.9% | 76,936 | +6.8% |
| Jeep Wrangler | 41,793 | -12% | 86,254 | +1% |
| Toyota 4Runner | 39,076 | +81.1% | 72,320 | +141% |
The Q2 2026 scoreboard
The quarterly result is close, yet the order is new. Ford led with 45,739 Broncos, Jeep followed with 41,793 Wranglers, and Toyota landed at 39,076 4Runners. Because fewer than 7,000 units separate the group, this is a tight contest rather than a runaway.
Direction matters as much as rank. The Bronco climbed 15.9% year over year, while the Wrangler fell 12% from its Q2 2025 tally of 47,660. Meanwhile, the 4Runner jumped 81.1%, the steepest swing of the trio. As a result, momentum sits with Ford and Toyota heading into the second half.
One caveat keeps the tracker honest. A single strong quarter does not crown a yearly champion, since Jeep still leads the full-year count. For the deeper spec battle behind these numbers, our Bronco vs Wrangler matchup compares the two rigs on the trail and the road.
Quarter-by-quarter: how 2026 is trending
A tracker earns its keep by showing the trend, not one snapshot. Across the first two quarters, the shift is clear: the Bronco and 4Runner both gained ground on the Wrangler between Q1 and Q2. Toyota added nearly 6,000 units quarter over quarter, and Ford added more than 14,000, while Jeep slipped.
| Model | Q1 2026 | Q2 2026 | 1H 2026 total |
|---|---|---|---|
| Jeep Wrangler | 44,461 | 41,793 | 86,254 |
| Ford Bronco | 31,197 | 45,739 | 76,936 |
| Toyota 4Runner | 33,244 | 39,076 | 72,320 |
Notably, the Wrangler led Q1 comfortably, then lost the lead in Q2. So the mid-year gap between Jeep and Ford has narrowed to about 9,300 units, and the 4Runner is within striking distance of both. We will add Q3 and full-year rows to this table as those numbers land.
Ford Bronco: setting records
Ford’s quarter was a milestone. Beyond topping the Wrangler, the Bronco posted a record second quarter of 45,739 units and a record first half of 76,936. Notably, this is the first time the Bronco has beaten the Wrangler over a full quarter since the nameplate returned in 2021.
The monthly signal came first. Ford noted the Bronco eclipsed the Wrangler back in April, then held the lead through the following two months. Because the momentum carried for three straight months, the quarterly win looks like a trend rather than a one-off spike.
Lineup breadth helps explain the surge. From the value-focused base trims to the desert-ready Bronco Raptor, Ford covers a wide price band. Consequently, the brand pulls in buyers who want anything from a weekend trail rig to a high-speed off-roader, which broadens Ford Bronco sales beyond a single hero model.
Jeep Wrangler: the year-to-date leader
Do not count Jeep out yet. Despite the Q2 stumble, the Wrangler still leads the year with 86,254 units, ahead of the Bronco’s 76,936. Jeep also edged up 1% for the first half, so total demand held even as the quarterly figure slipped.
The Q2 drop is real, however. Wrangler sales fell 12% to 41,793, down from 47,660 a year earlier. Jeep’s “Twelve 4 Twelve” incentive campaign has not reversed the slide in the short term, which suggests buyers are testing the newer rivals.
Brand loyalty remains a strength, though. The Wrangler recently passed a one-million Rubicon milestone, a reminder of how deep its following runs. For a closer look at how the current Jeep stacks up against Toyota’s SUV, see our Wrangler vs 4Runner comparison.
Toyota 4Runner: the comeback
The 4Runner delivered the loudest percentage story. After a slow 2025 as the sixth-generation model reached dealers, Toyota moved 39,076 4Runners in Q2 2026, an 81.1% jump. For the year so far, the tally hit 72,320, up a striking 141%.
June was the standout month. Toyota dealers sold 12,981 4Runners in June alone, a 125.6% increase over the prior year. Because inventory finally caught up with demand, the redesigned model is selling closer to its true potential.
For off-road buyers, the timing helps. Toyota now sells the 4Runner with factory Trailhunter and TRD Pro trims, so overlanders get a dirt-ready rig straight from the dealer. Third place undersells the threat, since only about 2,700 units separate the 4Runner from the Wrangler on the quarter. Rising Toyota 4Runner sales also lift the whole segment.
What is driving the shift
Three forces explain the reshuffle. First, fresh product matters, since the redesigned 4Runner and expanding Bronco range give buyers new reasons to shop. Second, the Wrangler runs the oldest platform of the three, so some loyalists are waiting or defecting. Third, pricing and incentives push buyers toward whichever brand offers the better monthly deal.
Reliability perceptions play a role too. Toyota’s reputation for durability draws value-minded buyers, while Ford has closed part of the gap. Our data on Bronco reliability versus rivals shows how tight these ownership stories have become, which helps explain why shoppers feel comfortable leaving Jeep.
Segment health is the bigger takeaway. Combined, these three nameplates sell hundreds of thousands of units a year, and demand looks broad rather than fragile. So off-road SUV sales now hinge on a genuine three-way race instead of a two-way duel.
How we update this tracker
Here is how this page works, so you know what you are reading. We log each automaker’s quarterly US delivery figures as they publish, then add a new row to the quarter-by-quarter table and refresh the snapshot box at the top. The “Updated” date near the headline always reflects the most recent quarter loaded.
Our numbers come from manufacturer results, cross-checked against reporting from outlets like TFLcar and each brand’s own newsroom. When a source table and its body text disagree, we use the figure the automaker confirms directly. For example, we list the Bronco’s first-half total as 76,936, matching Ford’s newsroom rather than a mismatched summary table elsewhere.
Next update: Q3 2026 figures, expected in early October. We will add the Q3 column, refresh year-to-date totals, and note whether Jeep holds its full-year lead. Bookmark this off-road SUV sales tracker to skip the scattered monthly coverage.
What it means for buyers
For buyers, a tighter off-road SUV sales race is good news. Real competition drives incentives, faster trim updates, and stronger resale for the winners. Right now, the Bronco carries quarterly momentum and record demand, which points to a healthy lineup and steady support.
The Wrangler still deserves respect, though. It leads the year, holds a fiercely loyal base, and offers the deepest aftermarket in the class. Shoppers who prioritize modification options or proven trail pedigree should keep the Jeep near the top of the list.
Value hunters have a third strong option. The 4Runner’s surge signals both pent-up demand and Toyota’s long-term resale strength, so a well-optioned 4Runner protects your money over time. Among the three, your pick should follow your priorities, not the sales chart. Watch this tracker through the second half, since Jeep’s full-year lead is far from safe.
Frequently asked questions
Which off-road SUV is selling best in 2026?
Through the first half of 2026, the Jeep Wrangler leads with 86,254 units, ahead of the Ford Bronco’s 76,936 and the Toyota 4Runner’s 72,320. The Bronco leads on the most recent quarter, so the full-year title stays open.
Did the Bronco outsell the Wrangler in Q2 2026?
Yes. The Bronco sold 45,739 units in Q2 2026 against the Wrangler’s 41,793, its first full-quarter win since the nameplate returned in 2021. For the year to date, however, the Wrangler still leads.
How many 4Runners did Toyota sell in Q2 2026?
Toyota sold 39,076 4Runners in Q2 2026, up 81.1% year over year. June alone brought 12,981 units, a 125.6% jump, as sixth-generation supply finally caught up with demand.
How close is the Bronco, Wrangler, and 4Runner sales race?
Extremely close. Fewer than 7,000 units separate all three on the quarter, and only about 2,700 units split second-place Jeep from third-place Toyota. The mid-year gap between Jeep and Ford is roughly 9,300 units.
How often is this off-road SUV sales tracker updated?
We refresh this tracker every quarter, adding a new column once each automaker reports US deliveries. The next update covers Q3 2026, expected in early October.
Where do these sales figures come from?
The figures come from manufacturer quarterly results, cross-checked against reporting from TFLcar and each brand’s newsroom. Where a source disagrees with itself, we use the automaker-confirmed number.
Related reading
Q2 2026 sales figures reported by TFLcar from Ford, Stellantis, and Toyota quarterly results.