Consumer tastes constantly evolve, and nowhere is this more apparent than in the automotive market. Sedans and their derivative dominated the 1960s and 1970s, but the 1980s saw the beginning of the rise of the minivan. Just when these vehicles held an unassailable position, the SUV and dual-cab Pickup usurped them, and they have become the preferred choice of many. Choosing the best or most influential of the early SUVs is challenging, but the First Generation Ford Bronco would be a strong contender if there were an award for the most enduring in the classic market. They enjoy a level of popularity that is the envy of many, and good examples continue to command impressive prices. This 1974 model is not original or perfect, but it is a solid vehicle needing a new home. The seller has listed it here on eBay in El Dorado, Arkansas. Intense bidding has pushed the price to $15,100, although I am unsurprised that the figure falls short of the reserve.

Ah, the First Generation Bronco! It is one of the most popular SUVs we see at Barn Finds, and this is understandable considering the badge’s ongoing popularity in the classic market. Its panels wear what appears to be Sequoia Brown paint, although whether this shade is original is unclear. The exterior is pretty clean, with no evidence of significant rust. However, the seller indicates issues with the floor pans and the area where the inner rear wheel well meets the floor on the passenger side. These are common problems, and several options exist for those seeking to consign them to history. Full floor pan replacement kits retail for under $1,000, and one of those kits would eliminate the existing rust. The rest of the vehicle appears solid, but there are other changes that the new owner might choose to reverse. The seller fitted larger wheels, 37″ Hummer military tires, and Gorilla Warflares. These changes would combine to improve the Bronco’s off-road ability, but they won’t appeal to purists. Once again, readily available replacement steel would allow the winning bidder to return the modified areas to factory specifications, which could be the best option to maximize their investment.

The Bronco’s interior is a sad sight that is begging for love. The original passenger seat appears to be gone, there is an aftermarket wheel, and the seller relocated the shifter from the column to the floor using a kit from the good people at Hurst. This is another aspect of this Bronco where the changes are reversible, which would be my approach to this project. Dismantling the inside to refresh the painted surfaces would be straightforward, and a trim kit to achieve a high-end result will cost under $2,000. It could be a wise investment that would allow this Ford to receive its share of positive comments.

The seller supplies no engine photos, but they provide essential information on the Bronco’s specifications and mechanical health. The engine bay features a 302ci V8 that sends 137hp and 230 ft/lbs of torque to the road via a three-speed manual transmission and the dual-range transfer case. Power assistance for the steering and front disc brakes should make life easy when the terrain gets tough. The seller indicates the entire braking system is new, including the master cylinder, booster, hoses, lines, disc, drums, and other components. The power steering should cause no trouble since a recent upgrade to Borgeson components. The wheel cylinders are new, as are the seals. The V8 is in excellent health, and potential bidders should consider this a turnkey proposition that runs and drives well.

The new owner has many choices to make with this 1974 Bronco, and the sale price may influence some of these. It has already attracted thirty-three bids, and plenty of time remains for that figure and the price to climb significantly higher. Reversing the changes to achieve an original appearance is possible, with the sheetmetal and other components readily available. Doing so and restoring this classic to a high standard would net a vehicle with a value comfortably above $55,000 in the current market. Perfection could push that figure beyond $75,000. With prices constantly climbing, that option could prove irresistible to some. However, if the bidding on the listing rises too high, that may not be financially viable. Alternatively, addressing its existing rust issues but leaving its appearance untouched has its attractions. Which path would you choose if you found this Bronco in your workshop?