The first-generation Bronco was Ford's direct competitor to the Jeep CJ-5 and International Harvester Scout. Introduced for the 1966 model year on its own unique platform, it was a simple, rugged, and capable 4x4. It was initially offered with a 170ci straight-6, but the optional 289 V8 (and later 302 V8) proved far more popular. Buyers could choose from three body styles: a Wagon, a half-cab Sports Utility, and the rare, doorless Roadster, which was discontinued after 1968.
Collectors love the Bronco for its timeless, boxy styling and its pure, analog driving experience. It's a foundational vehicle in American off-road culture, and its popularity has exploded in recent decades. The aftermarket support is massive, making parts easy to find for anything from a factory-correct restoration to a complete custom build. This has fueled a huge restomod trend, with shops building Broncos featuring modern Ford Coyote 5.0L V8s, advanced suspension, and luxury interiors.
The market for first-generation Broncos is one of the strongest in the collector truck world, with an average sale price over $71,000. While rare, original examples with uncut fenders and numbers-matching V8s are highly sought after, the very top of the market is dominated by professional, six-figure restomods. The immense price spread reflects the wide gulf between tired project vehicles and perfectly executed custom builds.
Buying Tips
- Rust is the primary concern. Check the floors, rocker panels, door posts, inner fenders, and especially the frame rails near the shock mounts.
- Look for uncut rear fender openings. Many Broncos were cut to fit larger tires, so original, unmodified bodywork commands a premium.
- Differentiate between a survivor and a restomod. A high-quality build with a modern engine and suspension can be worth more than an original example, but a poorly done swap is a liability.
- Verify the data plate on the glove box door and the VIN stamped on the frame. These should match and confirm the truck's original configuration.
Prices for first-generation Broncos span a massive range, from project trucks under $20,000 to elite restomods selling for as much as $1,870,000.
6,300 Ford Bronco 1st Gen vehicles have been tracked across auctions and listings on Hypercars, with 932 currently live.
Data sourced from Bring a Trailer, Cars & Bids, eBay Motors, PCarMarket, and Collecting Cars. Updated daily.
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