Ford and Filson Unveil Bronco Filson: A Rugged Premium 4×4 Built for Extreme Adventure

Originally published on Ford From the Road

Ford and Filson have officially introduced the first-ever Ford Bronco Filson, a rugged yet premium 4×4 SUV that blends the legendary Bronco Built Wild™ capability with Filson’s century-old reputation for durable outdoor craftsmanship. This collaboration marks a new chapter in off-road SUVs, combining extreme terrain performance with refined comfort and utility-driven design. The Bronco Filson is scheduled to go on sale in early 2027.

According to Ford, the new model is designed for customers who view their vehicle as more than transportation. It is positioned as a trusted companion for remote exploration, harsh environments, and long-distance adventure travel.

“Bronco buyers don’t just want a vehicle — they want a partner for wherever they’re headed,” said Andrew Frick, president of Ford Blue and Ford Model e. “Filson has spent more than a century making gear people trust and putting their products to the test in extreme conditions. That’s exactly the standard we had in mind when we built this vehicle, and it’s why our customers love Bronco.

A New Kind of Bronco: What is the Bronco Filson?

The Ford Bronco Filson is the newest addition to the Bronco family, built to combine extreme off-road durability with premium craftsmanship inspired by Filson’s iconic outdoor gear, including its legendary Tin Cloth jackets.

While it preserves the core Bronco identity — famously known for its “Goes Over Any Type of Terrain” philosophy — this version introduces upgraded materials, refined cabin comfort, and enhanced utility features designed for modern explorers.

Filson’s design philosophy played a major role in shaping the vehicle. The brand, known for producing gear that lasts for generations, worked closely with Ford engineers to ensure that every detail of the SUV feels purposeful, durable, and functional in real-world adventure conditions.

“For nearly 130 years, Filson has built products for people who depend on their gear in the harshest conditions imaginable,” said Alex Carleton, chief creative officer at Filson. “The Bronco Filson is a natural extension of that legacy, combining uncompromising capability with thoughtful craftsmanship and utility-driven design.”

Extreme Off-Road Capability Built In

At its core, the Bronco Filson is still a serious off-road machine designed to handle some of the toughest terrains on the planet. It uses Ford’s proven 3.0-liter EcoBoost V6 engine, also found in the Bronco Raptor, but tuned specifically for this application to deliver strong torque and consistent performance across varying landscapes.

Every Bronco Filson comes standard with the highly capable Sasquatch Package, which significantly enhances its off-road readiness. Key features include:

• Front and rear electronic locking differentials for maximum traction
• High-performance Fox internal bypass shocks designed to absorb harsh impacts while maintaining control
• Massive 35-inch rugged terrain tires, the largest offered in a premium 4×4 SUV, balancing grip with reduced road noise
• Trail Turn Assist, which reduces turning radius in tight off-road conditions
• Trail 1-Pedal Drive for precise crawling over rocks and steep terrain
• Advanced G.O.A.T. (Goes Over Any Type of Terrain) Modes with seven selectable settings: Normal, Eco, Sport, Slippery, Baja, Off-Road, and Rock Crawl

Together, these systems allow the Bronco Filson to adapt instantly to sand, mud, snow, rocks, and high-speed desert environments.

Technology also plays a major role in the driving experience. The SUV includes Ford’s SYNC 4 infotainment system with a 12-inch touchscreen, 5G connectivity, Wi-Fi hotspot support, and a 360-degree camera system. Off-road navigation is enhanced through integration with apps like onX Off-road via Apple CarPlay and Android Auto.

Structurally, the vehicle is built on a high-strength steel ladder frame, ensuring long-term durability and resistance to twisting forces in extreme terrain conditions.

A Cabin Designed for Real Adventure Use

Inside, the Bronco Filson takes a unique approach to luxury — one that prioritizes durability over delicacy. Filson designers collaborated closely with Ford’s interior team to ensure every surface could withstand dirt, mud, dust, and heavy use without losing its aesthetic appeal.

Paul Wraith, global design director for Ford SUVs, explained the philosophy clearly:
“There is a massive difference between premium and precious. If you’re hesitating because you’re afraid to get the cabin dirty, it doesn’t belong in a Bronco.”

The cabin materials reflect this rugged mindset. Instead of fragile luxury finishes, the interior uses:

• Quilted and perforated leather seating surfaces for durability and comfort
• Rugged woven fabric inspired by Filson’s industrial-grade textiles
• Leather-wrapped dashboard and steering wheel
• Brass accents on controls and mode selectors

The goal is an interior that improves with age, developing character over time rather than showing wear.

Comfort has also been significantly upgraded. The Bronco Filson is described as the quietest Bronco ever produced, featuring:

• Acoustic glass for reduced wind noise
• Enhanced cabin sealing systems
• Nearly 20% reduction in wind noise compared to the 2021 Bronco
• Ventilated front seats and heated rear seats
• A premium B&O sound system

This combination creates a cabin that can transition from extreme outdoor conditions to a calm, controlled environment during long journeys.

Utility and Storage Built for Exploration

Beyond performance and comfort, the Bronco Filson emphasizes practical storage and real-world usability. Filson’s influence is especially visible in the vehicle’s modular storage solutions.

One of the standout features is the inclusion of removable Filson-inspired saddlebags integrated throughout the cabin. These appear in door panels and cargo areas and are designed to carry essential gear such as:

• First aid kits
• Camera equipment
• Fly fishing supplies
• Camping tools

The bags are made from water- and dirt-resistant materials and can be removed and carried directly from vehicle to campsite.

Additional utility features include:

• A digital rearview mirror with washer function for clear visibility even with heavy cargo
• Power-deploying running boards for easier entry and exit
• Trail tie-down systems for securing long gear such as kayaks or canoes
• Improved cargo organization systems for expedition use

Exterior styling also reinforces its identity. The Bronco Filson features a unique grille design with bold BRONCO lettering, heritage-inspired wheel arches, and exclusive paint options such as Field Green Metallic, Marsh Gray, Avalanche Gray, Desert Sand, Shadow Black, and Oxford White.

Bronco Filson First Edition

To celebrate the collaboration, Ford will release a limited Bronco Filson First Edition for North America.

This special edition includes:

• Exclusive Iron Sands Copper Metallic paint
• Unique Filson-branded fender badge
• Serialized interior console plaque marking the collaboration
• Custom Filson cargo storage accessories

This version is expected to be highly collectible due to its limited production and unique design elements.

Manufacturing Location

The Bronco Filson will be assembled at Ford’s Michigan Assembly Plant in Wayne, Michigan, the same facility responsible for producing the modern Bronco lineup since its revival in 2021.

Availability and Launch Timeline

Ford has confirmed that customer orders for the Bronco Filson will open in fall 2026, with deliveries expected to begin in early 2027.

To generate early interest, Ford will also launch the Bronco Filson Tour starting in July 2026. This multi-city showcase will allow customers to experience the vehicle’s design, materials, and off-road capability in person before official launch.

In addition, Filson will release a limited-edition Bronco x Filson lifestyle collectionc beginning June 4, available through Filson stores and its official website.

Pricing

The Bronco Filson is expected to launch with a targeted starting MSRP in the mid-$70,000 range, positioning it as a premium off-road SUV that sits above standard Bronco trims but below ultra-luxury off-road competitors.

The Ford Bronco Filson represents a significant evolution in the off-road SUV segment. It combines Ford’s rugged engineering heritage with Filson’s legacy of durable outdoor craftsmanship, creating a vehicle designed not just for driving, but for exploration.

With its blend of extreme capability, premium materials, modular storage, and adventure-focused design, the Bronco Filson aims to redefine what a luxury off-road SUV can be — a machine built equally for wilderness survival and refined comfort.

Source Link:https://www.businesswire.com/