Ford sold 32,430 Broncos in the first quarter, up 38 percent from the year-earlier period, but sales were down 16 percent in the second quarter. Second quarter Bronco Sport sales were up 13 percent.
With help from lead creative agency Wieden+Kennedy, Ford has fed the frenzy with marketing that recently included a partnership with avid Bronco fan and actress Sydney Sweeney. Sponsored content on her “Syd’s Garage” TikTok channel includes her own vehicle maintenance tips. Sweeney also backed a female workwear collection in collaboration with Ford and Dickies. “We sold those out pretty quickly,” said Dave Rivers, manager of Ford’s SUV marketing, noting the partnership is “super authentic” because Sweeney is a Bronco owner and loves to work on trucks.