2024 Ford Bronco Badlands – Is The Aura Fading?

Re-introduced to considerable fanfare back in 2021, the Ford Bronco was hailed for its cool looks, outstanding off-road capability and reasonable price. Going head to head with the legendary Jeep Wrangler, while handsomely updating the look of the original Bronco, the rugged SUV was capable of cashing every check its looks wrote. And, the motoring public responded enthusiastically. Some 108,000 Broncos found homes in the U.S. that first year. However, things have changed considerably as of 2024. As of September 2024, that figure was down to approximately 77,000 and trending downward. So, what’s going on? Has the Bronco’s aura faded?

2024 Ford Bronco Badlands First Impressions

Walking up to the 2024 Ford Bronco Badlands, with which I spent a week, it was easy to see why the rugged off-roader attracted so much initial attention. With a base price of $51,385 and a price as tested $66,470, the Ford SUV looked like it would go anywhere on planet Earth and—even better—come back again. Which, it pretty much will do.

Moreover, every element of its styling helps ensure it is the capable off-road machine it appears to be. For example, there is next to no overhang at the front or rear. As a result, the likelihood of getting snagged on any sort of obstacle is next to zero.

Meanwhile, those black tie-down hooks at the leading edge of the hood also serve as “gun sights” to show you exactly where each of your front tires is about to be. This makes placing them easy to do without taking your eyes off the trail. Need to crawl over that big rock up ahead? No problem. A set of four robust tow hooks and steel bash plates perform just as well as they look.

And, of course, all four doors and the roof are removable. This enables you to enjoy the environment firsthand. Even better, it also helps you to savor the flavor of every micron of dust the trail has to offer.

Exterior Dimensions

Driving Impressions And Performance

Fitted with a 330-horsepower 2.7-liter turbocharged and intercooled V-6, “my” Bronco placed some 415 lb-ft of torque at my disposal. Output was conducted to all four wheels through a ten-speed automatic transmission that was practically clairvoyant in operation. Always in the right gear, the transmission managed the engine’s output masterfully.

Features specific to the Badlands Bronco consist of suspension tweaks, including a decoupling function for the front stabilizer bar, as well as a larger tire and wheel set. Badlands Broncos also get a twin-clutch rear drive unit capable of feeding a single wheel in low traction situations. Seven pre-set terrain modes, electronic limited-slip front and rear axles and metal bash plates further enhance its off-road chops. Rubberized flooring with drain plugs is part of the package too.

This prompted me to call up the decibel counter app on my iPhone, upon which I learned the Bronco was generating well over 70 decibels on the highway. As you might expect, that squared off styling did little to mitigate wind noise. That, plus the tire thrum made driving the Bronco on the freeway a very “engaging” experience.

On the other hand, ride quality is outstanding, and the Bronco’s agility on pavement far exceeds what its appearance might lead you to believe. Acceleration was brisk with 415 lb-ft of torque to call upon, and the brakes were solidly up to the task of arresting the Ford’s nearly 5,000 pounds of curb weight (4,945 to be exact).

Performance Specifications

Ford Bronco Badlands Fuel Economy

The styling isn’t the only thing square about the Bronco. According to the EPA, you can expect 17 MPG in the city, 17 on the highway and 17 combined. I got pretty close to that over the course of my week, scoring 16.3 MPG overall, according to the Ford SUV’s trip computer.

Interior Design And Comfort

A lot of thought went into the design of the Bronco’s interior. The design team prescribed the placement of a rack on the dash to hold cameras and smartphones. The doors have no frames, so removing them is easy to do. The doors also have modular plugs for the electrics to make them easy to detach and re-seat.

Window and mirror switches are placed on the center console to prevent damage when the doors are stowed away. There’s even enough room to store the doors onboard when they’re removed (on long wheelbase Broncos). Plus, the flooring and upholstery are designed to be easy to clean because the design team knew they would be exposed to mud and dirt.

However, this is both a good and a bad thing. Those easy-to-clean rubber-ized materials brought the look of the interior down a bit. On the plus side though, legroom was good all around and the seats were both comfortable and supportive.

Interior Dimensions

Technology And Ease Of Use

A row of six pre-wired “aux” switches resides just above the inside rearview mirror. These can be tasked to operate winches, auxiliary exterior lighting and many other switched aftermarket features. CarPlay and Android compatibility are standard. A 12-inch touchscreen provided an interface for comfort and convenience features. A reconfigurable eight-inch monitor behind the steering wheel kept tabs on the Bronco’s speed and other vital functions.

Capable of serving as a Wi-Fi hotspot, the Bronco also boasted an abundance of USB ports, along with wireless charging, navigation and a 10-speaker audio system. Lane departure warning, lane keep assist, blind spot monitoring and rear cross traffic alert were installed too. Forward collision warning and automated emergency braking rounded out the suite of driver’s aids. Happily, everything operated intuitively, with no need to pull the owner’s manual.

Cargo And Storage Space

Towing capacity is rated at 3,500 pounds, and the rear seat folded flat to increase cargo capacity. The rear hatch was hinged on the right side, so it swung open like a door. Tie-down hooks incorporated into the cargo compartment helped secure loads that were likely to shift while in transit. A roof storage bag was included as well, to help prevent scratches when the top is removed. And, of course, the usual array of door pockets, center console storage and a glove box were in place.

2024 Ford Bronco Badlands Vs. Its Competitors

While some may be tempted to compare the Bronco to

or 4Runner, or Land Rover’s Defender, the Bronco’s only true counterpart is

. In fact, the Bronco was designed specifically to go head-to-head with the Jeep and it shows. Can you say, “removable doors?” The Jeep and the Ford are the only two vehicles of this type to offer that feature. Moreover, they are the only two offering the capability to do hardcore off-roading. Sure, that Land Rover will go many of the same places the Jeep and Ford will go, but it would need a tow from the Ford or the Jeep to make it back, as would the Land Cruiser and the 4Runner.

How The Ford Bronco Badlands Compares To The Jeep Wrangler Rubicon

Both the Bronco and the Wrangler have strong pedigrees going back many years. Granted, most people will likely think of the Jeep first when it comes to attacking especially rugged terrain. And, truth be told, the Jeep is marginally more capable than the Bronco in that regard.

However, the Bronco exhibits more refinement than the Jeep. It rides more smoothly, it’s quieter, and it demonstrates greater agility on the pavement. Pricewise, the Bronco Badlands I drove starts at $51,385 while the Wrangler Rubicon (the Bronco Badlands’ closest Jeep counterpart) starts at $51,890.

Power wise, the Wrangler Rubicon’s 3.6-liter V6 makes 285 horsepower and 260 lb-ft of torque. Go with a V6-powered Bronco Badlands, and you’ll get 330 horsepower and 415 lb-ft of torque. Here again, the Bronco bests the Wrangler. Plus, it’s hard to deny the fact that the Bronco is the more handsomely styled of the two.

Our Recommendation For Which Model You Should Buy

All told, pound for pound, dollar for dollar, the Bronco Badlands is the better value here. And yet, sales are trending downward. In my opinion, some of this is because the Bronco’s is a resurrected nameplate. I think its newness back in ’21 attracted a lot of buyers who viewed it as a trendy style statement. And, now that everyone who wanted to make that statement has done so, sales are falling off. I do hope I’m wrong about that though. The Bronco deserves way more respect than that.