Tonight, Ford officially pulled the covers off the long-rumored Bronco Filson,
A collaboration years in the making between the Blue Oval and the iconic outdoor apparel brand. While we’ve seen special editions, appearance packages, and countless aftermarket builds over the last five years, this feels different. This feels like Ford intentionally targeting a new buyer.
The biggest headline? The Bronco Filson receives the 3.0-liter EcoBoost V6 engine directly from the Bronco Raptor.
While Ford has not yet released final performance numbers, it appears the Filson will sit somewhere between the standard Bronco lineup and the hardcore Raptor. We don’t expect full Raptor-level output, but even a detuned version of the 3.0-liter V6 instantly puts the Filson on a pedestal above every non-Raptor Bronco currently on sale.
Ford also confirmed the Filson receives unique suspension tuning inspired by the Bronco Raptor. Again, this isn’t intended to be a desert racer, but the DNA is there. The goal seems clear: create a premium Bronco that still delivers capability without sacrificing comfort.
And comfort is where Ford spent a lot of its time.
According to company representatives, one of the primary objectives was reducing interior noise and creating a more refined driving experience. Anyone who owns a Bronco knows that wind noise and road noise are simply part of the ownership experience, especially with the removable roof and doors. At a projected price point between $70,000 and $80,000, Ford had to address those concerns, and they claim the Filson is noticeably quieter than any Bronco before it.
Looking around the vehicle, it’s easy to see where the money went.
Premium leather surfaces are everywhere, unique Filson touches are integrated throughout the cabin, and the attention to detail is impressive. Features such as retractable side steps, specialized cargo storage solutions, and the unique triangular storage bags in the rear cargo area all feel like factory-installed versions of products we’ve been seeing at SEMA for years.
In many ways, Ford appears to have been paying attention.
The Bronco aftermarket has exploded since launch, generating billions of dollars annually as owners customize their vehicles. Rather than allowing every accessory dollar to leave the dealership, Ford is now creating factory-installed solutions that feel purpose-built and fully integrated into the vehicle.
The timing, however, raises some questions.
Why now?
The Bronco launched in 2021 and is now entering the back half of its current lifecycle. Ford has already complicated the Bronco lineup with trims coming and going, packages replacing trims, and constant adjustments to the ordering guide. In our opinion, the Filson probably should have existed from day one.
When Bronco excitement was at its absolute peak, there was a gap in the lineup. Buyers could purchase a $40,000 Bronco or spend significantly more on a Bronco Raptor. There wasn’t really a luxury-focused option designed specifically for customers who wanted premium materials and comfort while maintaining Bronco capability.
The Filson fills that gap perfectly.
And perhaps more importantly, it enters a segment that Jeep currently doesn’t occupy.
The Wrangler offers capability. The Wrangler offers performance. The Wrangler even offers exclusivity through models like the 392. What it doesn’t offer is a true luxury-focused off-road vehicle. The Bronco Filson creates a bridge between traditional off-road SUVs and ultra-premium vehicles like the Mercedes G-Wagon.
That’s a fascinating place to be.
Overall, Ford absolutely nailed the styling. The design feels upscale without looking soft. It remains unmistakably Bronco while elevating the experience in nearly every way.
From the premium interior to the Raptor-inspired hardware, thoughtful storage solutions, and unique Filson branding, this feels like one of the most complete special editions Ford has produced.
For us, it’s a 10 out of 10 on style and features.
Now we just need to see the price tag.
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