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.
A quick look at their recent sales shows a clean 1973 Bronco title, VIN tags and Marti report, but nothing else for $2,500. That alone would rile them out as someone I’d want to do business with.
Steve R
The cowl area looks to be in good condition. (A notoriously bad rust spot.) So this one may be better than it looks. My nephew is currently doing a ground up restore on his original style Bronco. Ad even though it wasn’t a rot bucket. He is still installing alot of new sheet metal. When in college and working at a Pontiac/Honda dealership. We had a guy that just got out of the military working part time in our dealership and part time at one of the gas stations. He had purchased one of these brand new. Come winter time (in Northern Illinois) he decided that he could make a buck or two plowing snow. So he installed a snow plow on his Bronco. I had stopped at the gas station for a fill up. And heard a very bad noise and screaming coming from inside the station and went running inside. Someone had not set the lift up properly and the Bronco had started to slide off the lift backwards. Which caused the plow to angle upwards. The last time I saw the Bronco,the plow was caught in the ceiling framework and the Bronco was hanging down from the snowplow frame work. I think that they had a tripod under the front end to steady the Bronco while they were working on it. (Always a good idea when working on a vehicle with a plow attached. But a better idea would be to remove the blade. But back then it was a time consuming proposition. ) The lift was a center post hydraulic affair which I’m assuming that no one set the safety latch. And since it was the end of the day. They were draining the compressor as part of the end of the day routine. Down would come the lift once there was no pressure to hold it up. Luckily, no one was hurt.
After restoring a 1966 Ford Bronco Roadster and then comparing this vehicle to that one I would be all in at $1500. I’m not seeing too many parts of the vehicle that aren’t infested with really bad rust. Metal is available for the repairs, but nothing is cheap. For a restoration my tab was above $38K not including labor. When it came time to sell the vehicle let’s just say it was a bad day at Mecum.
12500 for a rust bucket? Insane! Peace!
Not to offend anyone, but I cannot fathom why people restore these boring, terrible riding and uncomfortable vehicle. The funny part is I attend many car shows and spend plenty of time on highways cruising in my old cars, yet NEVER see an old Bronco. The only reason these heaps are selling for insane money is because Aaron Kauffman convinced Richard Rawlings to restore a totally rotted out one, even from dry Texas, years ago on Gas Monkey Garage.I will put my money in the S&P 500 before I would buy this junker.
we restored a 71 for a customer he was in it 150k
In the 70s and 80s my Dad would pull these rust buckets out of the field and take two or more and rebuild into one good one , always had someone on the hook for one of his Broncos when he was done , his favorite one was a 6 cyl 4 speed he painted orange and white , he even put a plow on it , good little unit!
most expensive one he sold was about 3k !