stating, “We think of the Bronco as neither a conventional car nor a truck, but as a vehicle which combines the best of both worlds. It can serve as a family sedan, a sports roadster, a snow plow, or as a farm or civil defense vehicle. It has been designed to go nearly anywhere and do nearly anything.” Adding the Bronco name to the line that already included the Mustang, Frey wryly remarked, “We wanted a new ‘in’ car to add to our ‘horse stall,’” referring to the Mustang as Bronco’s “big brother.”
The Bronco was heavily advertised in its initial year. Smiling, happy passengers in a variety of models were shown enjoying their new Fords, particularly the roadsters. While her well-dressed parents look on in glee, a small child seems to be traumatized by a small blue creature in front of the new blue Bronco wagon (top).
This July 1965 photo shows Frank Debono, a sculptor in the Ford Styling office, creating the Bronco emblem prior to the model’s introduction a month later. (Photo Courtesy Ford Motor Company, Tim Hulick Collection
This September 1965 Ford publication cartoon bears witness that Ford designed the Bronco to be attractive to hunters. No deer were harmed in the Bronco’s development, but there were likely many brought home in Broncos over the years following its introduction.(Photo Courtesy Ford Motor Company)
It’s the fall of 1965 and Bonnie Dykes, executive secretary at Don Sanderson Ford in Glendale, Arizona, finds herself behind the wheel of a brand-new 1966 Bronco roadster while a group of salesmen check out the various features of the new bobtail. (Photo Courtesy Sanderson Ford)
This large banner is the only one of its kind known to exist. The late Dave Metz, who owned the banner, had given it to his friend, Tim Hulick, who proudly displays it at events and shows throughout the country. (Photo Courtesy Tim Hulick)
Fry continued, “We think the small utility vehicle will be one of the new ‘in’ cars. It will be popular with the college crowd, with the active lively people who can go places and do things, and with families as a second or third car … with the Bronco, we expect to attract into the market a sizable number of persons who have never been utility vehicle owners–people who have succumbed to the lure of the great outdoors, skiers, hunters, fishermen, and ‘fun’ families who have been bitten by the camping bug or who just enjoy doing different things together … We also expect it to appeal to people in hundreds of service industries.”
Fry also noted that the Bronco could be easily serviced at nearly 6,400 Ford dealerships throughout the country, offering quick repairs and easy access to parts. This was a not-so-subtle dig at the competition in the market segment; International dealers numbered 4,764 and Jeeps were available at only 2,152 locations.
Models
At its introduction for the 1966 model year, the Bronco, carrying the U model designation, was offered in three models: U13 Roadster, U14 Sports Utility, and U15 Wagon.
U13 Roadster
The least expensive model, retailing for a base price of $2,336.82, was the Roadster (U13 model). Offering the most basic of amenities and with such items as a top and doors on the options list, the roadster was the most direct competitor to the Jeep CJ-5.
This early 1966 Bronco was discovered in the small northern New Mexico town of Eagle Nest. It is recognized as one of the few survivor 1966 roadsters on the road today with the original dealer accessory Whitco top still in place. (Photo Courtesy Tim Hulick)
Highlighted against the Milwaukee skyline, this beautiful 1966 roadster represents the best of the breed. Ford produced 4,090 of the spartan roadsters for 1966, and few remain today. This Peacock Blue roadster has the sporty rocker stripes and no locking hubs on the front axle. (Photo Courtesy Tim Hulick)
U14 Sports Utility
The U14 model was denoted as the Sports Utility and featured a short top, which made the Bronco resemble a small pickup truck. It had seating for two (bucket seats) or three (bench seat) with a steel bulkhead panel separating the seats from the cargo area. The Sports Utility, which retailed for $2,479.93, was most often the workhorse of the bunch. It was popular with service station owners and municipalities where the vehicle’s combination of an enclosed cab with a small cargo-carrying area was advantageous and carrying more than two people was not required. In time, the Sports Utility simply became known as the “half cab” among owners and enthusiasts.
The smiles on these boys’ faces say it all. How much more fun could you have than climbing around in the back of a new 1966 U14 half cab? Complete with the 1966-only hubcaps and rocker stripes, this truck would be highly prized by collectors today.
This early 1966 U14 half cab calls Carrier, Oklahoma, home. It was built in September 1965 and sports an eyebrow grille, chrome bumpers ($28.75), 1966-only wheel covers ($22.48), and the 1966-only red rocker stripe ($12.55). (Photo Courtesy Bobby Tennell)
U15 Wagon
Retailing for $2,551.19, the most popular model by far was the U15 model, a wagon, with a full-length hardtop and seating for up to five people. In time, it was the only model offered. The wagon, if optioned with two bucket seats, offered an open pass-through area to the optional rear seat. Wagons were also offered with a bench seat with a bulkhead (identical to the half cab bulkhead) if the rear bench seat was not ordered.
Bearing the number 524 on the rear liftgate glass, this prototype was likely very close to production ready. The fenders carry roadster mirrors, which command premium prices with restorers and enthusiasts. (Photo Courtesy Ford Motor Company)
Reviews
The Bronco’s introduction was widely covered in the motoring press in the fall of 1965. Most impressions were formed from driving several prototypes at the Ford proving grounds in June 1965, with articles appearing shortly after the official August introduction.
Magazines were generally positive in their initial impressions, saving the negative points for later tests, and the car-centric automotive media followed that pattern.
The Bronco’s coil-spring front suspension was well received by nearly all writers, who noted its superior ride quality and the anti-dive characteristics of the design, a feature touted extensively by Ford at its introduction. Science and Mechanics magazine noted that “as a highway vehicle, the Bronco more than holds