Show Pony
Ford’s revival of the Bronco has been an unqualified success, doing a lot for Ford as far as brand perception and actual sales. It’s taken on Jeep’s previously unassailable Wrangler, outselling it in 2025, and it’s been successful at both the top end of the market and the bottom. But until now, the Bronco line hasn’t had an answer for luxury offroad buyers looking for something like the Lexus GX or the Land Rover Defender. The Bronco Filson is Ford’s attempt to play there too, and it looks like it’ll work.
This partnership with Filson, the Seattle-based makers of high-end traditional outdoor gear, has resulted in a Bronco that looks more refined and is quieter while maintaining a high level of capability.
When I got the invitation to come see it, I was expecting some cosmetic changes but that the fundamental mechanical package would remain. Ford instead made an effort to engineer a different Bronco experience, adding acoustic glass, upgrading door seals, and improving aerodynamics for a quieter cabin. The Bronco Filson also gets the 3.0-Liter twin-turbo V6 from the Bronco Raptor and adding power running boards, in addition to all the standard Sasquatch package stuff like Fox shocks and 35-inch tires. It should be pretty happy on the trail, if owners decide to use it that way.
Ford did also make some cosmetic changes, including exclusive Filson colors, new wheels, painted fender flares and mirror caps, tie downs, and special badging. The interior is also Filson-specific but uses automotive grade materials rather than repurposed Filson fabrics and leathers. Of course there are Filson-inspired storage pouches and bags. A trim-level specific luxury interior for a rugged off-roader is really difficult to pull off, but I think Ford and Filson nailed it here.
Pricing should be in the mid-$70,000 range when it comes out next year. It’s a lot for a Bronco but less than the alternatives from Land Rover and Lexus. I think it’ll be a hit with buyers.
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