The last time we wrote about a Barrett-Jackson auction, it was to express some disbelief that a Santana Land Rover with what many would describe as an overly theatrical Jurassic Park-inspired theme managed to attract bids exceeding $400,000.
Recently, Barrett-Jackson announced that a one-of-a-kind custom 2022 Ford Bronco built in collaboration with Joe Burrow and RealTruck will cross the auction block later this month, with all proceeds from the sale benefiting the Joe Burrow Foundation. The vehicle is scheduled to sell without reserve during the Barrett-Jackson Columbus Auction, which takes place June 25–27, 2026, and, unlike the Santana Land Rover, this Bronco may be well worth a serious investment.
According to Barrett-Jackson and RealTruck, the Bronco began life as a 2022 Ford Bronco equipped with Ford’s 2.7-liter twin-turbocharged EcoBoost V6 engine paired with a 10-speed automatic transmission. From there, the vehicle received a substantial range of upgrades intended to transform it into a capable trail-oriented SUV while still maintaining everyday usability.
The build includes a Steel Bender front bumper, an aftermarket winch, a 3.5-inch Superlift suspension system, Havoc roof rack components, auxiliary lighting, custom graphics, and interior modifications. The project was unveiled publicly during Burrow’s Tiger Tee-Off charity event in Baton Rouge earlier this year before later appearing at the Joe Burrow Foundation Charity Golf Tournament in Ohio.
RealTruck executives described the collaboration as an opportunity to combine automotive customization with charitable outreach. Joe Burrow, who has become one of the NFL’s most recognizable quarterbacks since joining the Cincinnati Bengals, stated that the project was designed to support communities in both Ohio and Louisiana that have played important roles throughout his life and career.
The Joe Burrow Foundation focuses on addressing food insecurity, childhood mental health, and support for underserved families and communities. By linking the Bronco project to a nationally televised auction event, organizers are clearly hoping to generate both fundraising revenue and broader awareness for the organization’s work.
The Bronco itself reflects the continuing strength of the modern off-road market in North America. Since Ford revived the Bronco nameplate, the vehicle has become one of the most modified SUVs in the aftermarket industry, competing directly with the Jeep Wrangler and increasingly serving as a platform for expedition, camping, and overland-oriented builds. Companies such as RealTruck have benefited from that surge in consumer interest, particularly as buyers continue investing heavily in suspension systems, racks, lighting, recovery equipment, and camping accessories.
Unlike some auction builds that prioritize extreme styling over usability, the Burrow Bronco appears aimed at maintaining a realistic balance between functionality and visual impact. The suspension and wheel setup suggest genuine trail capability, while the rack and lighting additions align closely with current trends in overland travel and recreational off-roading.
The charitable aspect of the sale may ultimately become one of the vehicle’s biggest selling points. Barrett-Jackson confirmed that 100 percent of the hammer price will go directly to the Joe Burrow Foundation, while the auction house itself is waiving its standard fees and commissions associated with the sale.
For off-road enthusiasts, the build also reflects how mainstream the overland and adventure vehicle segment has become. Vehicles that once would have appeared only at specialty expos are now regularly featured at high-profile national auctions alongside classic muscle cars, exotic supercars, and rare collector vehicles.
Read More: Overland News of the Week
Our No Compromise Clause: We do not accept advertorial content or allow advertising to influence our coverage, and our contributors are guaranteed editorial independence. Overland International may earn a small commission from affiliate links included in this article. We appreciate your support.
