The first generation (1966-1977) Ford Bronco was intended to take the consumer 4x4 niche to the next level. With Jeep and International Harvester dominating the early SUV market in the 60s, the Bronco represented a change in guard that would accelerate and offer validity to the still relatively small category. Sure, the first generation Bronco had its shortcomings, but it more than made up for it with its of- and off-road capability, optional 289 CID V8 engine (the V8 was a game-changer in a segment that had, to-date, been dominated by 6 cylinder options), and low entry price-point, successfully proving the "sportscar with 4-wheel drive" moniker Ford saw fit to bestowed upon it. 

When it debuted for the 1966 model year, the Ford Bronco surpassed the International Harvester Scout II in production, besting the long-established segment front-runner with some 23,000 units produced, better than the Scout II by about 1,000 units.

By 1970, the Bronco was an established platform with a rabid following. Take a cruise on the beach? Of course. Try your hand at rock scrambling? Why not. Tool around town? Naturally. The Bronco was simply a do-anything, go-anywhere adventure mobile meant for those who chose not to be defined by any one category.

Today, the first generation Bronco's beloved aesthetic and zeal withstand the test of time. While the original buyers and owners of these beasts enjoyed the freedom of a new breed of automotive adventure, today's buyer is the benefactor of modern components that brings the Bronco to new heights. Engine improvements, advanced suspension components, smarter wheel and tire technology, and so much more. Each Bronco is a canvas, and the craftspeople behind them bring out the best of them.