Modern Classic
Palmetto Broncos salvages vintage
Broncos and turns them into the ultimate ride
By Vincent Harris
What is it about restored classic cars? The immaculate new paint job, the mix of art and functionality, the sound of a perfectly tuned motor firing up under the hood? Even those who claim not to be “car people” have certainly driven by a car show and had their attention drawn to a fully tricked-out classic car that looks like it just rolled off the line.
The men who own Palmetto Broncos in Taylors, South Carolina, share many of those feelings. Which is good, because their business deals specifically in the restoration of a certain type of classic car: first-generation Ford Broncos, which were manufactured between 1966–1977.
Classic Ford Broncos, c.1966–77, find a new luxe life, thanks to the talents of the team behind Palmetto Broncos.
Palmetto Broncos’ gorgeous, painstakingly restored Broncos, soft-tops to be specific, look immaculate in colors like blue steel and boxwood green and raven black. But there’s a lot more going on underneath their dazzling paint jobs. Co-founder and head mechanic Erick Martinez ensures that each new-old Bronco has a bevy of modern conveniences. Heated seats? Check. A/C? Check. Apple Car Play? Yep. And did we mention the back-up camera and the Audison Prima sound system?
You might not notice all of those accessories, though, because the interior upholstery is so tasteful and luxurious. You’ll find premium matte-distressed heirloom leather interiors and peppercorn German square-weave carpet and special Palmetto Broncos high-back seats, all inviting you to settle in and get comfortable.
Restoring these Broncos is a meticulous process that averages months of labor per vehicle, which begs the question—who are the people who had passion enough to start this journey?
the beginning
Palmetto Broncos was co-founded in 2022 by Ben Caldwell, his nephew, Carter, and their good friend Erick Martinez. Martinez was already an experienced mechanic, but the Caldwells? Not so much.
Ben Caldwell’s background was in furniture design, manufacturing, and the perfume industry. The true reason Palmetto Broncos eventually came to be is because Ben was looking to change things up. “I was on vacation at the beach about two and a half years ago,” he says, “and I was in a period where I was trying to figure out what I wanted to do next. And Carter came down to the beach as well, and Erick came down with him.”
Head mechanic Erick Martinez approaches a restoration project with a vision of the finished product in his head. From engine to upholstery, meticulous attention to detail is the hallmark of Palmetto Broncos’ build process.
As it happens, Martinez was also looking for a new challenge. “I come from an automotive background,” Martinez says. “I worked for a dealership for eight years, and a lot of it was repairs. But essentially, I felt like I was fixing something someone else created or made. And when we started talking about . . . restoration, that . . . was an opportunity to be creative. I know how to fix a car, but I wanted to have more creativity.”
The Caldwells shared Martinez’s love of restoration, but they didn’t start out with the idea that eventually became Palmetto Broncos. Back then, their plan was to make classic Fords into electric cars.
“You can actually buy a Ford electric motor, the same one that the F-150s use,” Carter says. “But about a month later, we realized how complex it was going to be to develop an all-electrical vehicle. It was just more than we could tackle as a start-up, and that’s when we landed on the Bronco and decided to use the third-generation Coyote engine.”
“For me, my favorite thing is seeing the customer reactions to their Broncos,” Carter says. “It’s like Christmas morning for people. Even if you’re not a ‘car person,’ when you turn the key and crank the vehicle, it’s nothing but smiles.”
The founders of the company chose early Broncos out of admiration and business sense. “I think they’re a staple of American classic SUV-style off-road vehicles,” Carter says. “I love the off-road element of them.”
“But also,” he is quick to add, “we can’t deny that the market is very hot for Broncos. And so that was a big factor in how we decided exactly which vehicle to focus on.” The average Palmetto Broncos restored vehicle costs more than $200,000. “We’re seeing a lot of . . . people who either have ties to Broncos or have a family,” Ben says, “and they want to have a vehicle to cruise around with at the beach or in the mountains or just go out to dinner with their family.”
The process
When Martinez talks about how he approaches a new restoration project (the Broncos are often donated and in poor condition), it’s like opening a window into his mind—the step-by-step restoration process has his fingerprints all over it. “I have a picture in my head,” he says. “I have a vision. And I can see all the components work together.”
After a first-generation Bronco is found or donated, the first item on the agenda is chassis fabrication, using an advanced frame machine to ensure a perfect fit for the body. Next is body preparation, essentially stripping the body down to the basic metal and working from there. The body preparation alone typically takes more than 300 hours. Then after working through mechanical and electrical issues, it’s time for assembly, installation of upholstery, and extensive testing of every single feature.
“As far as our body and fabrication team goes, we’ve been very fortunate,” Ben says. “The people we have on board are really thankful for it, and they’re doing a phenomenal job. It’s cool to see the pride that people are taking in what they’re doing because it’s just such a unique, niche business to be a part of. It’s nice to see how people grow into their abilities.”
The payoff
The rewards that the Caldwells and Martinez talk about are more personal than financial. Certainly, the six-figure price tag on these Broncos helps, but for the co-founders of Palmetto Broncos, it’s more about satisfaction—both within the company and on the customers’ faces.
“For me, my favorite thing is seeing the customer reactions to their Broncos,” Carter says. “It’s like Christmas morning for people. Even if you’re not a ‘car person,’ when you turn the key and crank the vehicle, it’s nothing but smiles.”
“For me,” Ben says, “it’s been exciting because this is the first time I’ve been involved in a start-up. It was really rewarding to see the first one, but man, is it exciting to see the progress that the whole team has made, especially in the last five or six months.”
A luxurious, heirloom-leather interior installed by Martinez and team.
“When I see the final product, I feel a sense of pride,” Martinez says. “I take a lot of pride in what I do, and I appreciate the team. I appreciate how we were all able to come together and make something unique. And of course, I love the reaction of the people, how they enjoy and appreciate when they get to see it, and when they get to hear it and drive it. That’s very rewarding.”
Photography by Carter Tippins and Paul Mehaffey; this story appears in our Fall 2024 issue.