Ford has teamed up with Filson for a new version of the Bronco, and as a huge fan of both Ford and the Bronco, I have to say this thing looks incredible. Called the Bronco Filson, the upcoming SUV blends rugged off-road capability with premium materials and outdoor-focused utility features. If you love camping, overlanding, fishing, hiking, or simply pretending you are headed into the wilderness while driving to Target, this SUV seems designed for you.
Ford says the Bronco Filson will officially join the Bronco lineup in early 2027, with orders opening in fall 2026. Pricing is expected to start somewhere in the mid-$70,000 range, which is certainly not cheap, but this does not appear to be a normal Bronco either.
The Bronco Filson uses a 3.0-liter EcoBoost V6 engine, similar to what is found in the Bronco Raptor, although Ford says it has unique tuning specifically for this model. Every Bronco Filson comes standard with the Sasquatch package, meaning buyers get front and rear locking differentials, 35-inch tires, and Fox shocks with internal bypass technology. In other words, Ford clearly expects this thing to leave pavement regularly.
Ford is also loading the SUV with off-road tech. Trail Turn Assist helps tighten the turning radius on trails, while Trail 1-Pedal Drive is designed to help with rock crawling. There are also seven G.O.A.T. Modes, which stands for “Goes Over Any Type of Terrain.” The modes include Normal, Eco, Sport, Slippery, Baja, Off-Road, and Rock Crawl.
Inside, the Bronco Filson leans heavily into Filson’s outdoorsy aesthetic. The cabin features quilted leather, rugged woven fabrics inspired by Filson gear, brass accents, and leather-wrapped surfaces throughout. Thankfully, Ford says the materials are designed to wear in over time rather than feel overly delicate. That is important because a fancy off-roader nobody wants to get dirty defeats the whole point.
Interestingly, Ford says this is the quietest Bronco ever built. Improved seals, acoustic glass, and airflow tweaks reportedly reduce perceived wind noise by nearly 20 percent compared to the original 2021 Bronco. Heated rear seats, ventilated front seats, and an upgraded B&O audio system should also make longer road trips much more comfortable.
One of the cooler touches is the removable Filson-inspired storage bags integrated throughout the cabin. These detachable bags are designed for outdoor gear like first-aid kits, fishing gear, and camera equipment. The Bronco Filson also gets power running boards, a digital rearview mirror with a washer system, and unique trail sight tie-downs capable of securing long gear like canoes.
Exterior styling includes exclusive paint options such as Field Green Metallic, Marsh Gray, Desert Sand, Avalanche Gray, Shadow Black, and Oxford White. Ford will also sell a limited Bronco Filson First Edition model with exclusive Iron Sands Copper Metallic paint, serialized badging, and extra Filson-themed accessories.
The SUV will be assembled at Ford’s Michigan Assembly Plant in Wayne, Michigan, where the Bronco has been built since returning to production in 2021.
Ford and Filson also plan to launch a limited-edition Bronco x Filson apparel collection beginning June 4 through Filson stores and Filson.com. Meanwhile, a multi-city Bronco Filson Tour begins in July 2026 to give potential buyers a closer look at the vehicle before it officially launches.
As somebody who genuinely loves the Bronco lineup, I think Ford nailed the vibe here. The Bronco Filson manages to look upscale without losing the rugged personality that makes Bronco appealing in the first place. Whether it will actually justify a price tag somewhere north of $70,000 remains to be seen, but from what Ford has shown so far, this SUV looks like a seriously cool machine for adventurous folks.
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