With values outpacing vintage Jeep, Land Rover, and Chevrolet rivals, the first-gen Bronco remains the most collectible model
BENNINGTON, VT – (August 12, 2025) — As the Ford Bronco celebrates its 60th anniversary this summer, Hemmings, the world’s largest online collector car marketplace, is spotlighting the first-generation Bronco (1966–1977), the most collectible era in the SUV’s history and the design inspiration for today’s modern Bronco.
Over the past five years, first-gen Broncos sold through Hemmings Auctions have averaged 14.2% above reserve, with standout years commanding even higher premiums. The 1966 models averaged 20.2% over reserve and 1989 models achieved 24% over reserve. Current listings on Hemmings.com range from $5,500 driver-quality builds to fully restored custom examples approaching $300,000.
Bronco Values and Market Position in 2025
According to Hemmings’ Marketplace Editor, Terry Shea, in today’s collector market, first-gen Broncos command an average value of $82,000, significantly ahead of vintage competitors such as the 1969–1972 Chevrolet K5 Blazer ($68,000), the 1971–1975 Land Rover Series III ($23,000), and the 1972–1978 Jeep CJ5 ($19,000). Among the highest-valued years:
- 1974 Ford Bronco: $98,000
- 1971 Ford Bronco: $93,000
- 1969 Ford Bronco: $91,000
“The first generation is the heart and soul of the Bronco story,” said Shea. “It bridges eras and audiences, has deep nostalgic appeal, and continues to deliver a strong return for collectors, especially as original or lightly restored examples become harder to find.”
A Look Back at Bronco’s First Generation
Debuting in August 1965 for the 1966 model year, the Ford Bronco entered a market dominated by Jeep and Land Rover, offering an “all-purpose vehicle” in three body styles: Wagon, Sport Utility (pickup), and Roadster. Nearly 90% of first-gen production was the hardtop Wagon with the pickup accounting for 8% of sales and the Roadster just over 2%.
Powered by a variety of inline-six and small-block V8 engines, including the 170-cu.in. OHV six and the 302-cu.in. OHV V8, the Bronco combined rugged durability with surprisingly refined road manners, thanks to coil springs at all four corners.
The Baja Bronco: First-Gen’s Crown Jewel
From 1971 to 1975, legendary builder Bill Stroppe created the Baja Bronco to celebrate back-to-back Baja 1000 wins with Parnelli Jones. Finished in distinctive red, white, and blue paint with a satin black hood, heavy-duty suspension, fender flares, and desert-ready equipment, and with only 450–650 Baja Broncos produced, it makes the SUV the most collectible first-gen variant. Hemmings currently features a pristine example for sale: 1973 Ford Baja Bronco Listing at just under $175,000.
First-Generation Ford Bronco Production Snapshot (1966–1977):
- Highest year: 1974 with 25,824 units
- Lowest year: 1975 with 13,125 units
Six decades after its debut, the first-generation Bronco continues to stand as a symbol of American adventure and a benchmark in the collector SUV market.
Browse every Ford Bronco currently listed on Hemmings online marketplace here.
About Hemmings
Founded in 1954, Hemmings is the world’s largest online collector car marketplace. For more than 70 years, we have grown and uplifted the collector car community because we’ve been part of it since the start. Through our frictionless marketplace, quality entertainment, and professional service, we help all willing drivers buy, sell, and live the collector car lifestyle. Hemmings Motor Club extends this mission by bringing enthusiasts together through exclusive benefits, curated driving experiences, and deeper community connections for those who live to drive. More information, services, and content are available at https://www.hemmings.com/. Stay connected with Hemmings on Facebook, Instagram, and YouTube, and search tens of thousands of vehicle listings from the palm of your hand with the Hemmings App.
