You Won’t Believe How Much First-Gen Ford Broncos Are Worth Now

First-generation Ford Broncos have transformed from rugged off-roaders into serious collector’s items, with values skyrocketing in recent years. At last year’s Barrett-Jackson auction in Scottsdale, three restomod Broncos sold for $257,000, $340,000, and $400,000—with the latter two ranking among the top six highest-grossing lots of the entire event.

Even non-restomod models have seen dramatic appreciation: Hagerty reported in 2020 that a first-gen Bronco in “good” condition averaged around $40,100, far outpacing later generations, which typically trade in the low five figures. Clean, restored examples now routinely fetch six-figure sums, often surpassing the price of a brand-new SUV.

The Bronco craze has reached a fever pitch, particularly among affluent younger buyers. A Wall Street Journal feature in June highlighted the trend with a 1976 Bronco purchased for about $125,000 by a young, high-profile female owner, while Kim Kardashian recently dropped $285,000 on a Velocity restomod 1973 Bronco powered by a Coyote V8.

The first-gen Bronco’s enduring appeal lies in its iconic, boxy design—a shape so timeless that Ford borrowed heavily from it for the modern Bronco. Enthusiasts prize its simplicity, nostalgia, and analog driving experience, seeing it as a antidote to today’s over-connected, overly complex vehicles.

Supply is tight—Ford hasn’t built these models since the 1970s—and demand has surged, turning the OG Bronco into a speculative investment. As collectibility grows, prices climb further, attracting buyers who see it as both a passion project and a status symbol.

In short, the first-gen Ford Bronco has become the go-to classic for off-road enthusiasts and status seekers alike, but entry prices are now firmly in the stratosphere.