You will find no shortage of luxury SUVs on the market touting their adventurous credentials, but the Bronco Filson does not merely appropriate the look of it. This is a considered union of two storied American names, each with a history of making things that are built to last and only improve with time. It is far more than an off-roader with a couple of exclusive badges affixed to it.
Filson of Seattle has been supplying ranchers, hunters and fly fishermen with the sort of canvas and rugged outerwear that acquires character over the years. The Bronco has made its own name in similar fashion on the trail, so one could argue this is a natural progression for both houses rather than any kind of marketing ploy.
In fact, if you were to ask Ford’s designers, they will tell you the Bronco was already being molded to those same tenets of authenticity and durability well before the deal was done. Mood boards for the present-day SUV had weathered tin-cloth and vintage fishing tackle on them from the start.
You can see that common ground in the finished product. There is nothing flashy about the Bronco Filson; it is all about honest materials and an earthy palette that would be at home outside a cabin or up in the mountains.
But it is not all aesthetics. Under the hood is Ford’s twin-turbo 3.0-liter EcoBoost V6 as standard, giving you the effortless power needed for a rocky path or a twisty road. Add in the Sasquatch Package with its 35-inch tires and GOAT drive modes, along with some specially calibrated Fox shocks for the ride, and you have a machine that is as comfortable in daily use as it is when you put the pedal down.
It is an SUV for the person who doesn’t save adventure for a holiday. Whether it is a cross-country run or a few days of fly fishing to get out of the city, the Bronco Filson is ready.
There is an appeal to that. It caters to a preference for substance and good craftsmanship over showiness. In the end, you want a vehicle like a fine leather boot or your best waxed jacket, one that is going to amass stories and not just put on miles. The 2027 model is a testament to that kind of American outdoor living and the gear to match.