Ford and Seattle-based outdoor outfitter Filson are teaming up to introduce the first-ever Bronco® Filson® SUV, blending more than a century of rugged American craftsmanship with Bronco capability to create a premium 4x4.
You can watch the premiere event right here:
In the leadup to the event, Dave Rivers, head of Ford enthusiast brands, and Neil Morgan, VP of sales and brand partnerships at Filson, reflect on a collaboration rooted in shared values.
Dave Rivers: You know, when we first started talking about Bronco and Filson working together, it never felt forced. It felt familiar — like we already speak the same language. Both of our brands serve people who absolutely depend on their gear, whether they’re behind the wheel or out in the elements. So this didn’t feel like a new collaboration. It just felt natural.
Neil Morgan: That’s exactly how we saw it. Filson has been around for nearly 130 years, and we’ve always made things for people who go where there are no roads. When the idea of a collaboration came up, we both knew right away this wasn’t going to be about just slapping a logo on a quarter panel. It had to be authentic. It had to serve our customers in a real, tangible way.
Rivers: And that’s because Bronco has always had a very specific point of view. We’ve never tried to be everything to everyone. The Bronco is built for a purpose — it’s rugged, capable, and honest. Filson operates with that exact same discipline.
Morgan: We do. We don’t make gear for every occasion; we make it for demanding conditions. And we make it to be as durable as humanly possible. When two brands are that intentional, the fit doesn't need much explaining.
Rivers: We proved that back in 2020 with the Bronco × Filson Wildland Fire Rig. That project wasn’t a PR stunt. It was a purpose-built machine to honor wildland firefighters and support the National Forest Foundation in preserving our public lands for future generations.
Morgan: That rig really set the standard for what we could do together. At Filson, we have a very simple filter for partnerships: Would we be embarrassed if this thing showed up in the field and failed? If the answer is yes, we walk away. "Unfailing" isn’t just a tagline for us, it’s the baseline. And Bronco cleared the bar easily.
Rivers: That shared respect for the wild is really what drives this new chapter for us. When people get behind the wheel of the new Bronco Filson, they’re going to immediately recognize it for its American craftsmanship, rugged design, and pioneering capability. For us, that’s what defines a truly premium vehicle.
Morgan: I love that, because "premium" means something very specific to us, too. A lot of industries use that word to mean polished or expensive. We use it to mean dependable. It’s not about a shiny finish; it’s about whether the gear works harder and lasts longer than anything else you could buy.
Rivers: Which is exactly why this collaboration leans so heavily into function over flash.
Morgan: Because flash fades. Utility doesn’t lie. You can’t fake a jacket that’s been through the brush, and you can’t fake a Bronco that’s conquered a trail. We weren’t interested in making something that just looks like it belongs outside. We wanted to build something that actually thrives there.
Rivers: And the people who appreciate that mindset … they don’t really fit into a neat demographic box.
“We don’t make gear for every occasion; we make it for demanding conditions. And we make it to be as durable as humanly possible. ”Neil Morgan, VP of sales and brand partnerships at Filson
Morgan: Not at all. It’s not about a zip code or a job title. It’s the architect who fishes. The rancher who reads. The contractor who hunts. What connects them isn’t where they live, it’s how they think. They’re drawn to the outdoors, and they want things that hold up. They have zero interest in stuff that pretends.
Rivers: That’s also how we approach our history. We have this incredible legacy, but we aren't interested in nostalgia just for nostalgia’s sake.
Morgan: Right. We don’t let history make our decisions for us. Heritage has to earn its place by being useful today, not just decorative. Every material, every stitch, every detail on this vehicle had to serve a purpose, or it didn’t make the cut. History is the context, but it's not the product.
Rivers: So, if someone runs into one of these Bronco Filsons out on a trail ten or twenty years from now…
Morgan: I just hope they say it still works perfectly. That’s it. Not that it’s beautiful — though I think it is — but that someone put it through something real, and it got them home. That has always been the goal.
Rivers: Building things people can count on—whether they’re heading somewhere completely new, or returning to a place that matters to them.
Morgan: That’s the true connection between Filson and Ford Bronco.
Rivers: And honestly, that’s what makes this collaboration work so well.
An Invitation to Explore
Outdoor enthusiasts, from hunters to anglers to campers and wanderers, are invited to step into the wild and tune in on June 3 at 6 p.m. Pacific / 9 p.m. Eastern for the debut of the first-ever Bronco Filson on Ford’s YouTube channel.
Interested Bronco Filson customers can also sign up to stay up to date on the latest news at Ford.com and Filson.com.
