Ford Unveils the Bronco Filson: A Rugged Partnership with Filson
On June 4, 2026, Ford Motor Company announced the launch of its latest addition to the Bronco lineup—the Bronco Filson, a rugged premium 4x4 SUV that brings together Ford's famed Built Wild™ capability and Filson's legacy of crafting durable outdoor gear. This exciting new vehicle is designed to cater to adventure enthusiasts who seek both performance and comfort in their off-road journeys. The Bronco Filson is set to go on sale in early 2027, with orders opening in fall 2026.
1. A New Benchmark in Off-Road Capability
Andrew Frick, President of Ford Blue and Ford Model e, emphasized the collaborative spirit behind the Bronco Filson. "Bronco buyers don't just want a vehicle — they want a partner for wherever they're headed," he stated. With Filson's century-long commitment to producing reliable gear for extreme conditions, the Bronco Filson aims to meet the high standards set by both brands.
Performance and Features
The Bronco Filson boasts a powerful 3.0-liter EcoBoost V6 engine, refined with application-specific tuning to provide robust power and torque. Standard features include the Sasquatch package, which enhances its off-road performance with:
- Front and rear electronic locking differentials
- High-performance Fox shocks with internal bypass technology
- 35-inch rugged-terrain tires, the largest in any premium 4x4 SUV, designed for off-road grip with reduced road noise
Additionally, the vehicle offers advanced off-road technologies such as Trail Turn Assist and Trail 1-Pedal Drive, allowing for precise handling in challenging terrains. The Terrain Management System features seven selectable modes to adapt to various driving conditions, ensuring drivers can conquer any landscape.
2. A Premium Interior Experience
The Bronco Filson's interior sets a new standard for rugged luxury. Collaborating closely with Filson designers, Ford has curated a cabin that reflects the quality and durability associated with both brands.
Paul Wraith, Global Design Director for Sport Utility Vehicles, highlighted the distinction between premium and precious, stating, "Every material we chose with Filson had to be honest, tactile, and relentlessly durable." Notable interior features include:
- Perforated, quilted leather and durable woven fabric
- A leather-wrapped instrument panel and steering wheel
- Brass accents that enhance the elegant ruggedness of the cabin
- Improved acoustic features, making it the quietest Bronco cabin to date
Comfort is prioritized with ventilated front seats, heated rear seats, and an upgraded B&O audio system, creating a tranquil environment even in the most challenging conditions.
3. Innovative Storage and Utility
The Bronco Filson embraces a utility-first philosophy, featuring Filson-inspired removable saddlebags integrated into the interior. These bags are crafted from water- and dirt-resistant materials and are designed for easy transition from vehicle to campsite.
Additional practical features include a digital rearview mirror with washer for improved visibility and power running boards that facilitate easier entry and exit.
4. Limited Edition: Bronco Filson First Edition
To commemorate the collaboration between Ford and Filson, an exclusive Bronco Filson First Edition will be available for North American customers. This edition will feature:
- Unique Iron Sands Copper Metallic exterior paint
- A distinctive fender badge and a custom serialized console badge
- Filson-inspired cargo storage bags
5. Manufacturing and Availability
The Bronco Filson will be assembled at Ford's Michigan Assembly Plant, the same facility responsible for producing Bronco SUVs since their revival in 2021.
Orders for the Bronco Filson will open in fall 2026, with vehicles expected to arrive in showrooms in early 2027. To enhance customer engagement, Ford will conduct a Bronco Filson Tour starting in July 2026, allowing potential buyers to experience the vehicle firsthand.
6. Pricing and Conclusion
The starting manufacturer’s suggested retail price for the Bronco Filson is targeted in the mid $70,000s, positioning it as a premium option within the SUV market.
Ford's partnership with Filson not only reflects a commitment to quality and adventure but also redefines what off-road enthusiasts can expect from a rugged vehicle. With its combination of capability, craftsmanship, and innovative features, the Bronco Filson is poised to become a formidable player in the premium SUV segment when it launches in early 2027.
