VINTAGE SUVs AND OFF-ROAD VEHICLES: THE NEW STARS OF COLLECTING

For a long time, car collectors focused almost exclusively on sports coupés, elegant convertibles and iconic saloons. SUVs and off-road vehicles, on the other hand, were relegated to a marginal role: considered work tools, cars for adventurous journeys or military vehicles, they were hardly perceived as collectibles. Over the last ten years, however, the situation has changed radically.

From functionality to myth

The appeal of off-road vehicles is rooted in a very specific image: adventure, freedom, exploration. Consider the Land Rover Defender, protagonist of expeditions in Africa and Asia, or the Toyota Land Cruiser, a reliable travelling companion in the most remote areas of the planet. Cars designed to overcome impossible obstacles, which today have acquired a new symbolic value: they represent resilience, authenticity and an era when the car was truly a tool for discovery.

Models such as the Jeep CJ and Mercedes G-Class W463 have also made the leap from military or utility vehicles to international status symbols. It is no coincidence that the G-Class, produced almost continuously from 1979 to the present day, is now one of the most sought-after cars on the collectors’ and luxury market, so much so that it is still sold new, almost unchanged in style.

The most sought-after models

Today’s market particularly favours models from the 1970s, 1980s and 1990s, a period in which these vehicles took on a distinct identity. Some examples:

• Range Rover Classic (1970–1996): elegant and robust, it was the first to combine luxury and off-road capability. Today, the two-door versions and early models are highly sought after.

• Toyota Land Cruiser FJ40 (1960–1984): considered indestructible, it is now an off-road legend. Restored, it can fetch over £85,000 at auction.

• Mercedes G-Class (W463, since 1979): from the Black Forest to the boulevards of Los Angeles, it has become an icon of style and durability.

• Jeep Wagoneer/Grand Wagoneer: the “father” of American SUVs, famous for its wooden side panels.

• Suzuki Samurai and Vitara: more affordable, but now beloved by young collectors looking for compact, fun vehicles.

Why they are increasing in value

There are at least three reasons why vintage off-road vehicles and SUVs are becoming collector’s items:

1. Nostalgia and storytelling: for those who lived through the 1980s and 1990s, these cars represent family trips, mountain holidays and the myth of exploration.
2. Versatility: compared to many classics, these cars can still be used with relative ease, both on and off the road.
3. Growing exclusivity: well-preserved or restored models are becoming rare, which is driving prices up.

The future of the segment

Car collecting has always been driven by cycles: what was “commonplace” yesterday becomes a “museum piece” tomorrow. Today, vintage SUVs and off-road vehicles are undergoing this transformation. Prices are already rising, but are still far from the astronomical figures of vintage sports cars. That’s why many experts advise acting now: buying a well-preserved Range Rover Classic or Land Cruiser today could prove to be a brilliant investment tomorrow.

And why not? The perfect soundtrack for a vintage SUV could be Zac Brown Band: country vibes that evoke freedom, road trips and the great outdoors. Listen to the song “Chicken Fried” here!

Giulia Carta