There is probably no better vehicle to demonstrate how buyer tastes have evolved over the past sixty years than the First Generation Bronco. Ford sold 16,629 Broncos in 1968 as buyers focused on sedans, station wagons, and two-door hardtops and coupes. Now, pickups, SUVs, and crossovers, that were once effectively niche models, dominate the market. This 1968 Bronco is claimed to be original and is begging for a new owner who can drag it back from the brink via a complete restoration. I must say a big thank you to Barn Finder Curvette for spotting the Ford listed here on eBay in Saint Petersburg, Florida. The seller set their price at $12,500 OBO for this classic.

The First Generation Bronco has become a staple of the classic world, and pristine examples can command eye-watering prices. This 1968 example has a long way to go to reach that point, but nothing is impossible with complete dedication. This Bronco’s first owner ordered the vehicle in Peacock Blue, but corrosion has consumed much of the original paint. This is unsurprising because these vehicles have an unfortunate reputation for rust, and this one hasn’t avoided the dreaded tin worm. The most positive thing I can say is that, thanks to widespread issues, there is a thriving industry for high-quality replacement steel, and prices for these items tend to be surprisingly affordable. Having said that, the buyer will be on a first-name basis with their supplier before this Ford is rust-free. However, many Barn Finds readers will have seen significantly worse examples returned to their best, so this Bronco isn’t beyond the point of no return.

Ford offered 1968 Bronco buyers a choice of two engines, with this vehicle’s first owner selecting the entry-level 170ci six, developing 100hp. From there, things remained fairly standard. Buyers received a three-speed manual transmission, with an automatic not joining the range until 1973. The dual-range Dana 20 transfer case, combined with high ground clearance, gave the Bronco pretty impressive off-road ability. The seller confirms that this Bronco is numbers-matching, an important consideration for maximizing its future investment potential. They say that the motor runs well, but that this Ford requires mechanical TLC to be considered roadworthy.

The originality of this Bronco doesn’t extend to its interior. There is only a driver’s seat, and it definitely didn’t start life in this Ford. The floors are bare, and the painted surfaces are corroded. However, the vehicle retains its factory AM radio, and the shifter is in its rightful place on the column. Sourcing replacement seat frames for a faithful restoration will be the most challenging task, because trim kits are readily available and very affordable.

A BIN figure of $12,500 seems, on the face of it, excessive for a fifty-seven-year-old classic requiring total restoration involving major rust repairs, but the First Generation Bronco has become an automotive must-have. If anything, the seller’s price is relatively low given this classic’s originality. This fact is reflected in the healthy listing statistics, suggesting that people like what they see. Will that interest translate into sales success? I think that it probably will.