Maxlider Brothers Customs: A Business Built on Passion for Ford Broncos

Builders, Culture  /   /  By Benjamin Hunting
Kris (left) and Erik Barnlund (a.k.a. the Maxlider Bros. and Bronco Brothers)

Kris (left) and Erik Barnlund (a.k.a. the Maxlider Bros. and Bronco Brothers)

While much of the collector-car world is distracted by mega-bucks auction prices for muscle cars and classic imports, the rising stars on the scene are old-school 4x4s. Over the past decade, interest in Jeeps, Blazers, Scouts, and Grand Wagoneers has gone from tepid to torrential. Perhaps no success story in the restoration business illustrates this fact better than the love affair between Maxlider Brothers Customs and the Ford Bronco.

Erik and Kris Barnlund and their dedicated team of SUV craftsmen have moved more than 300 vehicles through their Bloomington, Ill. operation in the past four years. The vast majority have been Broncos, mostly 1966-1977 models from the vehicle’s first generation.

You also might have caught a glimpse of the brothers burning rubber in a vintage Bronco—about 35 seconds into eBay’s new television commercial, “Fill Your Cart With Color.”

This truck had a starring role in a recent eBay commercial that helped bring the Bros. to a wider audience.

This truck had a starring role in a recent eBay commercial that helped bring the Bros. to a wider audience.

A Twisting Path

“I flipped my first car when I was 16 years old and doubled my money,” said Erik. “From that day forward, whenever I needed some extra cash, I would find and flip an interesting vehicle.” When eBay Motors emerged on the scene, it became a part of that process. “Fifteen years ago, people needed to see a car before they bought it, but that’s changed.” On most days, there are as many as 100 classic Broncos listed on eBay Motors, as well as countless Bronco parts and accessories.

The Maxlider Bros. stuffed a 5.0 Coyote V8 under the hood of this first-gen Bronco, making it a burn-out special.

The Maxlider Bros. stuffed a 5.0 Coyote V8 under the hood of this first-gen Bronco, making it a burn-out special.

Barnlund became obsessed with Broncos since the late 1980s when his cousin Rick—who now works at Maxlider—brought home a ’75 model as a project truck. After a stint in a rock band called “Maxlider,” Erik and Kris repurposed the band’s name for the restoration business they launched in 2013. Their timing was perfect as they tapped into interest in Broncos that grew over the past decade and surged in the past few years.

The Maxlider Bros. bring modern conveniences, like digital gear, to classic Broncos.

The Maxlider Bros. bring modern conveniences, like digital gear, to classic Broncos.

“A new Bronco concept that Ford unveiled in 2004 caught people’s attention,” said Erik. “Builders started to do cool stuff with Broncos, Scouts, and Blazers. And consumers realized that they were available.” Even now, the brothers go to car shows and see crowds gathered around fairly rough Broncos, while $100,000 Corvettes draw less attention.

Erik points to the versatility of Broncos as a key part of their charm. “Some folks want uncut fenders with a dead-stock restoration, but then there are those who see the SUV as a blank canvas,” he said. “They want to take the top off, add a roll cage and a lift, and install a fully modern drivetrain underneath.”

Bronco Browsing

The Maxlider Brothers still use eBay Motors to source the continuous stream of high-quality Broncos moving through their workshop. “We sweep the Internet between four and six times a day for sale listings,” said Erik. “Fortunately, when I get in touch with many sellers, they are familiar with the Maxlider name, and we’re able to negotiate a fair deal in an environment of total trust. I never take that for granted.”

More than 300 vehicles have through the Bloomington operation in the past four years. The vast majority are Broncos.

More than 300 vehicles have moved through the Bloomington operation in the past four years. The vast majority are Broncos.

Erik said the same level of trust is present when it comes to selling. Within an hour of posting a sneak preview of a vehicle, Maxlider Brothers commonly get a dozen or so potential buyers on the phone willing to buy the truck. “They know we only handle quality examples,” he said.

“The company’s general principle of trust was developed at my marketing company,” said Erik, referring to his web design and online marketing business that serves a broad base of clients—from health clubs and dance studios to restaurants and churches. “The two of us decided to make that same dedication a core value of Maxlider Brothers, and to put our employees front and center in everything we do.”

Over the years, the brothers’ passion for classic trucks has only grown—as their team works with buyers and sellers to build unique pieces of automotive art. “When you get down to it, every Bronco is a rolling sculpture that you can drive,” said Erik. “That amazes us every day.”

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About the Author

Benjamin Hunting is a freelance car writer who enjoys reading and keeping the shiny side up on track days. In addition to the eBay Motors Blog, he contributes to SlashGear and Roadkill, among others. Benjamin has been obsessed with automobiles since he was child, when he spent endless summers at antique car shows, NASCAR events, and NHRA tracks. He sweats the tough questions, like: “Should I keep my ride stock with period-correct nuts and bolts, or modernize it for modern comfort and convenience?” He is also an avid musician and a friend to vinyl.