Every generation of Ford Bronco made an impression on America that lasts to this day. Whether it be as an introduction to off-road SUVs in the 60s or as a pop culture icon off the back of OJ Simpson leading the LAPD on a low-speed chase in one in the 90s.
The Ford Bronco is culturally just as integral to mid to late-20th-century America as the sensational Mustang or the Jeep Cherokee SUV. So much so, that Ford recently unveiled the 2023 Ford Bronco Heritage Edition models that celebrate this off-road-ready SUV's 60s essence.
The First generation Bronco looks has styling cues that made their way through the generations and into the latest in the family line. But what exactly made the original Bronco so special? Let's find out together.
Updated August 2022: The Bronco has had an influence on America's love for off-roading and SUVs since the beginning. We have updated this article with more information on the first-gen Broncos and their prices today.
It's time to hit the off-road trail with an icon of the 1960s to see how they've held up after six decades. We give you an insight into how much you will have to shell out to own one of these classic off-roaders today.
The Classic Ford Bronco's Timeless Design
Leave it to a man who helped Lee Iaccoca create the Ford Mustang to also have a hand in the first American purpose-built civilian off-road car. Donald N. Frey envisioned a vehicle that would be able to cross the American interstate like any other car, but also be dependable enough off-road to get to the beach fronts, state parks, and other national treasures all with the aid of a four-wheel-drive vehicle similar to English built Land Rovers over in England.
Whereas the Bronco, with its convertible top option and overall beach boy aesthetic, makes it perfect for the blooming southern California surfer scene. With an adjusted base price of around $20 thousand adjusted to modern money, the first Broncos were aimed squarely at ex Vietnam G.I.'s who wanted something with the off-road capabilities of their old Kaiser Jeeps with all the capability of taking a family of five on a nice long road trip vacation.
Less Muscular Than Its Successor; But More Desirable
We make the comparison between Broncos and Land Rovers of this era because they have more in common than just basic shapes. In the era before it was common to put the same engines from muscle cars into larger SUVs. Like the Land Rover, it shared the roads with, it relied on a range of smaller six and eight-cylinder engines.
Small these engines were not, but still not the fire-breathing 400 cubic-inch 6.6 liter V8 that became the trademark of the second generation Bronco. There are plenty of custom outfitters who'll take your 60s Bronco and outfit it with the latest lift kits, off-road tires, and modern Ford 5.0 Coyote motors.
But expect to pay top dollar if you want to get your hands on one of these resto-modded dream trucks. Finding a Bronco chassis in good enough shape to have one of these expensive restoration jobs alone could present a wide array of challenges.
Bronco Was The Convertible Truck Of The 60s
If you are wretched at the sight of the Classic Range Rover Convertible, one of which was owned by Freddie Mercury at one point of all people. Or the unapologetically ugly Nissan Murano Convertible. You might think it's impossible to make the combination of 4x4 and convertible work. Old convertible Bronco fans will tell you that it's the exception rather than the rule.
The available removable canvas top variant of the old Bronco could easily be turned from a beach wading surfer truck, or remove the rear seats to essentially create a small pickup truck. This Bronco roadster was discontinued for good after the 1968 model year, making this year the most valuable in the entire generation.
The removable tops that came with these Broncos were known for deteriorating rapidly if not properly cleaned of dirt and debris. So finding one in original shape is exceedingly rare. Come across one of these needles in the haystack that is the online car market, and we'd seriously recommend making the call if old-school off-roaders are your thing.
Prices Of A 1960s Ford Bronco Today
The price range for first-generation Broncos can range from the reasonable to the downright ludicrous, and it all comes down to the model year and trim level. Classic.com states that the first-gen Ford Bronco that sold from 1966 to 1977 can go for anything from under $10,000 to a mind-boggling $1.9 million! In fact, the world's most expensive and famous pick-up truck is now a 1969 Ford Bronco 'Big Oly' which is the same truck that fetched close to $2 million at the Mecum Indianapolis auction in 2022.
And despite its insane demand, there is no dearth of first-gen Broncos in the used car space. And if you are serious about owning one of Ford's iconic cars of the 60s, things are just a few clicks away. Classiccars alone has about 149 first-gen Ford Broncos for sale right now.
Sources: Ford, Classic Cars, Bring a Trailer, Classic Ford Broncos, Mecum Auctions