Ford Motor Co. and Filson unveiled the first-ever Bronco Filson on Wednesday, giving the nameplate a new premium off-road variant built for buyers who want trail hardware with a more polished cabin. Ford described the 2027 Bronco Filson as a quiet SUV for outdoor enthusiasts, pairing a specially tuned 3.0-liter EcoBoost V6 engine with design touches inspired by Filson’s outdoor gear.
The bigger pitch is not just capability, but refinement. Ford said the Bronco Filson will be the quietest Bronco ever built, with improved airflow, acoustic glass and enhanced seals reducing wind and road noise. The company said it delivers nearly 20% less perceived wind noise than the 2021 Bronco, a claim that puts comfort at the center of a vehicle still aimed squarely at people who take the long way home.
That is the tradeoff Ford is trying to sell: a premium off-road SUV that is quieter than previous Broncos, while still coming standard with the Sasquatch off-road package. That means 35-inch tires, front and rear locking differentials and Fox shocks, along with Ford’s Terrain Management System with G.O.A.T. modes, Trail Turn Assist and Trail 1-Pedal Drive.
Inside, the Bronco Filson leans hard into the upscale brief. Ford said it includes quilted leather seats and Filson-inspired materials, ventilated front seats, heated rear seats and an upgraded Bang & Olufsen audio system. It also adds removable cargo bags, door-mounted saddlebags for outdoor gear and a digital rearview mirror with a washer system to help keep the camera lens clear.
Rivers, who discussed the model at the unveiling, said the appeal comes from what the two brands share: a focus on capability, durability, outdoorsmanship and American craftsmanship. He said the three-liter engine should be a standout in the product and noted that buyers may be most surprised by how much quieter it is than they expect from a Bronco, adding that the reduction in noise should make the vehicle more enjoyable to use.
The Bronco Filson is the latest Ford-Filson collaboration after the 2020 Bronco x Filson Wildland Fire Rig concept vehicle, which supported conservation efforts through the National Forest Foundation. Ford did not say when the Bronco Filson will go on sale or what it will cost, leaving the most important practical questions open even as the company expands the Bronco line with a more luxurious off-road option.
