The story of the first-generation Ford Bronco represents one of the most remarkable value trajectories in classic car history. You can learn all about it in this first generation Ford Bronco value and investment guide!
From its beginnings as just a utilitarian off-road vehicle to its current status as a premium collector’s item, the 1966-1977 Bronco has captured the hearts and investment dollars of truck lovers worldwide.
Table of Contents
Current Market Values (2024)
Today’s market for first-generation Broncos spans a wide range depending on condition and originality. Here’s what buyers can expect to pay:
- Concours (#1): $150,000 – $275,000+
- Excellent (#2): $90,000 – $140,000
- Good (#3): $55,000 – $85,000
- Fair (#4): $25,000 – $45,000
- Project Vehicle (#5): $12,000 – $20,000
These values can vary significantly based on special editions, documented history, and rare factory options. A well-documented U13 Roadster or Sport package vehicle might command prices well above these ranges.
What Does Concours Mean?
Let me explain the term “Concours” in the context of classic cars.
Concours (pronounced “kon-koor”) is short for “Concours d’Elegance,” which means “competition of elegance” in French. In the car world, Concours or Concours-quality refers to the absolute highest standard of vehicle restoration or preservation.
A Concours-level vehicle is essentially perfect – often restored or maintained to a condition that’s actually better than when it left the factory. Here’s what typically defines a Concours-quality Bronco:
- Every part is either original or a perfect reproduction using period-correct materials
- All numbers match (engine, transmission, etc.)
- Every bolt, clip, and fastener is correct for the year and model
- The undercarriage is as clean and perfect as the exterior
- Complete documentation of history and restoration work
- Zero deviation from factory specifications unless documenting rare dealer modifications
- No visible wear – even on items that would normally show age
- All systems function exactly as they did when new
These vehicles are typically trailered to shows rather than driven and are often kept in museum-like conditions. The term comes from prestigious car shows called Concours d’Elegance, where the finest examples of automotive restoration and preservation are judged and displayed.
The most famous is the Pebble Beach Concours d’Elegance.
The Economics of Escalating Values
The rising values of first-generation Broncos stem from a perfect storm of market conditions and cultural factors. When Ford introduced the Bronco in 1966, they created a versatile vehicle that would prove equally capable on city streets and mountain trails.
Over its eleven-year production run, Ford manufactured 225,585 first-generation Broncos – a number that seems substantial until you consider their survival rate.
Key factors driving today’s premium prices include:
- Dwindling Supply: Fewer than 25% of original Broncos are estimated to survive
- Cultural Impact: Growing popularity in media and car culture
- Versatility: Practical size for both urban and rural use
- Investment Recognition: Established status in the collector car market
- Strong Support: Robust aftermarket and restoration network
Production Numbers That Matter
Ford produced the first-generation Bronco from 1966 to 1977, with annual production varying significantly with a total production of 225,585 units.
Annual production figures tell an important story about rarity and value:
- 1966: 23,776 units (First year, highly collectible)
- 1967: 14,230 units (Lowest early production year)
- 1974: 25,824 units (Peak production year)
- 1975: 13,125 units (Significant drop due to emissions changes)
- 1977: 14,450 units (Final year, desirable for collectors)
These numbers become more significant when considering survival rates and condition distribution.
Finding an all-original, documented example from any year presents a genuine challenge for collectors.
Investment Performance and Market Trends
The investment performance of first-generation Broncos shows remarkable appreciation over time. For vehicles in excellent (#2) condition:
- 2010: Average value $25,000
- 2015: Average value $45,000
- 2020: Average value $80,000
- 2024: Average value $115,000
This steady appreciation reflects fundamental market strength rather than speculative bubble behavior.
The Bronco market has demonstrated remarkable resilience through various economic cycles, suggesting sustainable long-term value potential.
Value-Adding Features and Options
Certain factory options and configurations can significantly impact a Bronco’s value. Understanding these elements helps buyers make informed investment decisions and it’s why we’re including them in our first generation Ford Bronco value guide:
Most Valuable Factory Options:
- V8 engine (20-30% premium)
- Factory air conditioning (15-25% premium)
- Sport package with original documentation (25-35% premium)
- Uncut, original fenders (15-20% premium)
- Documented special order features (10-30% premium)
Making the Investment Decision
For potential investors considering a first-generation Bronco, the decision extends beyond initial purchase price. Successful ownership requires understanding both the vehicle’s potential and its demands.
A comprehensive approach should consider restoration quality, maintenance requirements, storage needs, and market timing.
Essential Factors for Long-term Success:
- Documentation: Build sheets, ownership history, and restoration records
- Professional Inspection: Expert evaluation before purchase
- Proper Storage: Climate-controlled environment
- Regular Maintenance: Preventive care and proper servicing
- Market Knowledge: Understanding value trends and buyer preferences
Looking to the Future
The market for first-generation Broncos appears poised for continued strength. Several key indicators support this outlook:
Market Fundamentals:
- Growing collector base across multiple generations
- Limited supply of investment-grade examples
- Strong enthusiast community support
- Increasing restoration quality standards
- Expanding international market interest
The most successful Bronco investments typically combine careful condition assessment, thorough documentation, and strategic timing.
Whether seeking a show-quality example or a sound driver, buyers who understand market dynamics and exercise patience in their search often achieve the best results.
Cost Considerations Beyond Purchase
Smart investors should plan for ongoing ownership costs:
Annual Expenses:
- Professional storage: $1,200 – $3,600
- Insurance (agreed value): $500 – $2,500
- Regular maintenance: $1,000 – $3,000
- Show and event participation: $500 – $2,000
- Documentation and valuation: $200 – $500
These figures vary by location and usage but at Get Vintage Vehicles we work hard to provide a realistic framework for long-term planning in our first generation Ford Bronco value and investment guide
Note: Market values and trends referenced reflect early 2024 data. Classic vehicle markets can experience significant fluctuations based on economic conditions, collector preferences, and other factors.
