Why Classic SUVs Are Selling for Big Money
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By Casey Williams | Tribune News Service | Jan 29, 2020
Classic SUVs are commanding astonishing prices at auctions and specialty shops — sometimes rivaling muscle cars and pedigreed classics. From the Jeep Grand Wagoneer to Ford Broncos, Chevrolet Blazers, and Toyota Land Cruisers, collectors are paying top dollar for vintage SUVs that have survived in good condition.
The Trend: SUVs as Collectibles
Craig Jackson, CEO of Barrett-Jackson Auction Company, explains:
“It’s generational. A whole generation has grown up with SUVs.”
As muscle cars have cooled in value, classic SUVs have risen, driven by nostalgia, usability, and rarity. According to Hagerty, Grade 1 Broncos and Land Cruisers can approach $100,000, while more common examples may start around $15,000.
Some recent auction highlights include:
1971 Chevrolet Blazer (custom) – $220,000
1969 Blazer – $132,000
1972 Blazer – $72,600
1989 Jeep Grand Wagoneer – $110,000
Wagonmaster, a Texas-based restoration shop, sells restored Grand Wagoneers for $70,000+, keeping the original luxury SUV dream alive.
What’s Driving the Boom
1. Nostalgia & Generational Appeal
Collectors often seek the vehicles they grew up with. Vintage SUVs embody usability, visibility, and a sense of freedom, making them ideal for younger Gen-X and older millennial collectors.
2. Celebrity Influence
Celebrities like Simon Cowell and Lady Gaga have been spotted driving classic SUVs, fueling the allure.
3. Rarity & Survival
It’s not just production numbers — many early SUVs didn’t survive. Vehicles that remain in good condition are increasingly scarce and valuable.
4. Luxury & Legacy
The Jeep Grand Wagoneer, produced from 1963–1991, was one of the first luxury SUVs. In 1978, Jeep introduced the Wagoneer Limited, featuring leather bucket seats and full woodgrain sides — a vehicle for the ritzy set.
5. Resto-Mod Culture
High-end restorations, which combine classic bodies with modern engines, drivetrains, and styling, can sell for $100,000+, and prices continue to rise. Shops like Wagonmaster.com are even experimenting with hybrid and electric conversions for these classics.
Classic SUVs Holding Strong
First-generation Toyota 4-Runner – increasingly collectible
International Scouts – undervalued yet appreciating
Lamborghini LM002 “Rambo Lambo” – $200,000–$300,000
Baja Broncos (1971–1975) – $120,000–$150,000
The resurgence of classic SUVs is a generational, cultural, and investment-driven phenomenon. With Jeep reintroducing the Grand Wagoneer and other brands revisiting their heritage models, collectors and enthusiasts are poised to continue driving demand for these iconic vehicles.
Takeaway: Classic SUVs are no longer just old off-roaders — they’re coveted collectibles, blending nostalgia, utility, and luxury in a way that resonates across generations.