DETROIT — The Ford Bronco was billed as a thorn in the side of the Jeep Wrangler that would challenge the venerable model for off-road bragging rights ahead of its release a year ago.
It's still early, but the Bronco's long- awaited return appears to have expanded the segment instead of just eating into the Wrangler's base. There looks to be room for more than one trail cruiser in the SUV market.
Even as the Bronco steadily carves out its own space, the Wrangler has been able to maintain its market share in the face of its first direct competition in years, according to an S&P Global Mobility report. The Bronco's share has climbed to as high as 6 percent at times, S&P said, while the Wrangler continues to account for 7 to 9 percent of the compact SUV segment as defined by S&P.