On the Dash:
- Ford continues expanding the Bronco lineup with niche lifestyle trims aimed at enthusiast buyers.
- The Bronco Filson could help dealers attract premium outdoor and overlanding customers.
- Brand collaborations remain a growing strategy for automakers targeting higher-margin specialty vehicles.
Ford Motor and Filson, a premier Seattle-based outfitter, are bringing their Bronco collaboration to production with a new Bronco Filson SUV aimed at outdoor enthusiasts. The model will debut on June 3 as Ford continues expanding the sixth-generation Bronco lineup with new lifestyle and off-road variants.
The production SUV builds on the Ford Filson Bronco concept unveiled in late 2020. Ford released a teaser image showing the vehicle’s rear design and a tailgate-mounted spare tire cover featuring both Ford and Filson branding.
The Bronco Filson joins a growing Bronco portfolio that has expanded steadily since the SUV returned in 2021. Additionally, the automaker is preparing additional 2027 Bronco variants, including the Bronco RTR and another luxury-focused model.
“We don’t make gear for every occasion; we make it for demanding conditions. And we make it to be as durable as humanly possible,” said Neil Morgan, VP of Sales and Brand Partnerships at Filson, in a statement.
Ford said the Bronco Filson combines Bronco’s off-road capability with Filson’s reputation for rugged outdoor gear. The automaker described the SUV as a premium 4×4 designed to age well through long-term use in harsh conditions.
Andrew Frick, President of Ford Blue and Model e, said the collaboration reflects both brands’ focus on durable, purpose-built products. Neil Morgan further added that the partnership builds on the companies’ shared history of supporting outdoor exploration and work in remote environments.
The Bronco Filson targets buyers seeking premium adventure-focused vehicles with strong lifestyle branding and off-road capability.
