New Filson Edition Bronco Coming Early 2027

[5GENIDN]

Man... I do not understand the bitching and moaning going on here.... WOW!

I understand that for many people this is not something you are going to pay more for... Perfectly reasonable..... so lets denigrate Ford for offering it????

Yes it probably is nothing more than a dressed up Bronco with "Branding" that will be sold for way more money than it should be... SO WHAT?

Since everyone here has a Bronco, here is what it does for you; when all those richy rich people that would not buy a Bronco because it was not the "IN" thing, buy one, who cares what fancy edition that helps with nothing off road but is "pretty" and "fashionable" and you start seeing them around town, others that are the richy rich sycophants will now want a Bronco. THAT my friends is going to drive up the value of your Bronco... Yes it will drive up the prices of new Broncos as well... BUT since you own one it is to your advantage. It also helps keep Ford alive, providing parts and service. It also invites new/more aftermarket parts manufacturers. Some might actually be good. Others will be shit. More options is better in my opinion.

If Ford can offer an "upscale" version... that appeals to the "IN" crowd... even if it is nothing more than "branding" so what. How does that effect us? If Ford can lure away Discovery, Range Rover and Grenadier buyers I say more power to them. It just means higher demand and more people are going to be wanting my Bronco....

Yes I live in the Northwest, Yes I have heard of Filson. My opinion, used to be very high quality at a price I was willing to pay because you got what you paid for... Now I just see it as overpriced. I know people that will go out and spend 100k on a whim... NO I am not one of them, but I have known a number of them. Most do not know shit about mechanical things but they sure do like to have the next "best" thing.... If they buy a Bronco they will be happy for a year and then on to the next "best" thing... BUT when their Bronco hits the market when they are done with it, I may consider buying it if I can get a deal...

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[HalfmuleFarmer]

Man... I do not understand the bitching and moaning going on here.... WOW!

I understand that for many people this is not something you are going to pay more for... Perfectly reasonable..... so lets denigrate Ford for offering it????

Yes it probably is nothing more than a dressed up Bronco with "Branding" that will be sold for way more money than it should be... SO WHAT?

Since everyone here has a Bronco, here is what it does for you; when all those richy rich people that would not buy a Bronco because it was not the "IN" thing, buy one, who cares what fancy edition that helps with nothing off road but is "pretty" and "fashionable" and you start seeing them around town, others that are the richy rich sycophants will now want a Bronco. THAT my friends is going to drive up the value of your Bronco... Yes it will drive up the prices of new Broncos as well... BUT since you own one it is to your advantage. It also helps keep Ford alive, providing parts and service. It also invites new/more aftermarket parts manufacturers. Some might actually be good. Others will be shit. More options is better in my opinion.

If Ford can offer an "upscale" version... that appeals to the "IN" crowd... even if it is nothing more than "branding" so what. How does that effect us? If Ford can lure away Discovery, Range Rover and Grenadier buyers I say more power to them. It just means higher demand and more people are going to be wanting my Bronco....

Yes I live in the Northwest, Yes I have heard of Filson. My opinion, used to be very high quality at a price I was willing to pay because you got what you paid for... Now I just see it as overpriced. I know people that will go out and spend 100k on a whim... NO I am not one of them, but I have known a number of them. Most do not know shit about mechanical things but they sure do like to have the next "best" thing.... If they buy a Bronco they will be happy for a year and then on to the next "best" thing... BUT when their Bronco hits the market when they are done with it, I may consider buying it if I can get a deal...

Well-argued! If it’s good, you’re right, it increases the perceived value of all our vehicles. Most of us here are NOT the target audience.

 

[5GENIDN]

Well-argued! If it’s good, you’re right, it increases the perceived value of all our vehicles. Most of us here are NOT the target audience.

Well I know I am not.... But I know people that are. May will outfit the living shit out of them and might hit a forest service road once or twice. There might be a couple of exceptions so don't automatically think someone driving one is of that ilk... BUT it is probably a good bet that you will win more often than not.

There are some people look at me and make that assumption.... I shrug and walk off knowing that mine was a lifetime of saving and I turn all of my own wrenches.

 

[MayhemMike]

Well, that's everybody...


Really?

https://www.bronco6g.com/forum/threads/filson-bronco-wildland-fire-rig-concept-revealed.7128/

Really

 

[FoCoBronc]

Man... I do not understand the bitching and moaning going on here.... WOW!

I understand that for many people this is not something you are going to pay more for... Perfectly reasonable..... so lets denigrate Ford for offering it????

Yes it probably is nothing more than a dressed up Bronco with "Branding" that will be sold for way more money than it should be... SO WHAT?

Since everyone here has a Bronco, here is what it does for you; when all those richy rich people that would not buy a Bronco because it was not the "IN" thing, buy one, who cares what fancy edition that helps with nothing off road but is "pretty" and "fashionable" and you start seeing them around town, others that are the richy rich sycophants will now want a Bronco. THAT my friends is going to drive up the value of your Bronco... Yes it will drive up the prices of new Broncos as well... BUT since you own one it is to your advantage. It also helps keep Ford alive, providing parts and service. It also invites new/more aftermarket parts manufacturers. Some might actually be good. Others will be shit. More options is better in my opinion.

If Ford can offer an "upscale" version... that appeals to the "IN" crowd... even if it is nothing more than "branding" so what. How does that effect us? If Ford can lure away Discovery, Range Rover and Grenadier buyers I say more power to them. It just means higher demand and more people are going to be wanting my Bronco....

Yes I live in the Northwest, Yes I have heard of Filson. My opinion, used to be very high quality at a price I was willing to pay because you got what you paid for... Now I just see it as overpriced. I know people that will go out and spend 100k on a whim... NO I am not one of them, but I have known a number of them. Most do not know shit about mechanical things but they sure do like to have the next "best" thing.... If they buy a Bronco they will be happy for a year and then on to the next "best" thing... BUT when their Bronco hits the market when they are done with it, I may consider buying it if I can get a deal...

I don’t disagree with anything in this post. I guess here is what I wish. I grew up in a Ford dealership family that was started in 1921 in Lebanon PA – Keller Bros Ford. Here is a pic which has my grandpa, my father and his brother and cousins. My Grandpas brother spent a few years working with Henry Ford in Detroit before starting Keller Bros. Ford in 1921. I and my brother worked there as well before pursuing other careers. I moved on, had Acura, BMWs, Toyota but always had a soft spot for Ford. I’m now on my 3’rd Bronco and have loved every one. Will probably buy another at some point. My latest – a ’26 2 door Badlands Lux is awesome. As other threads have noted, why is Ford removing the auto dimming mirror, garage door opener visor, leather stitched dash, exterior zone lighting, struggling with resolving the MIC top issue, but pursuing the new shiny limited edition for select few? I don’t begrudge any special edition owners or products. And yes, they benefit us all. But your customer base is bread and butter Ford Bronco enthusiasts. Anyhow, no offense to anyone but hoping Ford listens to their main stream base customers…..

 

[Administrator]

 

[5GENIDN]

I don’t disagree with anything in this post. I guess here is what I wish. I grew up in a Ford dealership family that was started in 1921 in Lebanon PA – Keller Bros Ford. Here is a pic which has my grandpa, my father and his brother and cousins. My Grandpas brother spent a few years working with Henry Ford in Detroit before starting Keller Bros. Ford in 1921. I and my brother worked there as well before pursuing other careers. I moved on, had Acura, BMWs, Toyota but always had a soft spot for Ford. I’m now on my 3’rd Bronco and have loved every one. Will probably buy another at some point. My latest – a ’26 2 door Badlands Lux is awesome. As other threads have noted, why is Ford removing the auto dimming mirror, garage door opener visor, leather stitched dash, exterior zone lighting, struggling with resolving the MIC top issue, but pursuing the new shiny limited edition for select few? I don’t begrudge any special edition owners or products. And yes, they benefit us all. But your customer base is bread and butter Ford Bronco enthusiasts. Anyhow, no offense to anyone but hoping Ford listens to their main stream base customers…..

good points.... My guess is that they are working on those issues... at least I would sure hope so.

 

[Brian_B]

I had never heard of Filson.

Went and looked it up - the products didn't look too bad, other than the pretentious models, which made me think of "What if Grizzly Adams starred on Queer Eye"

Then I saw the price tags, and thought... yup - that's a perfect Ford mashup for the Bronco right there. They will probably sell all they can make, to people who think off-roading means going around someone on shoulder so they can get to the coffee shop before heading out to the park for a jog to get their outdoor fix.

 

[5GENIDN]

I had never heard of Filson.

Went and looked it up - the products didn't look too bad, other than the pretentious models, which made me think of "What if Grizzly Adams starred on Queer Eye"

Then I saw the price tags, and thought... yup - that's a perfect Ford mashup for the Bronco right there. They will probably sell all they can make, to people who think off-roading means going around someone on shoulder so they can get to the coffee shop before heading out to the park for a jog to get their outdoor fix.

99.9% of sales.... there will be a few exceptions. I never say never....

 

[HalfmuleFarmer]

I don’t disagree with anything in this post. I guess here is what I wish. I grew up in a Ford dealership family that was started in 1921 in Lebanon PA – Keller Bros Ford. Here is a pic which has my grandpa, my father and his brother and cousins. My Grandpas brother spent a few years working with Henry Ford in Detroit before starting Keller Bros. Ford in 1921. I and my brother worked there as well before pursuing other careers. I moved on, had Acura, BMWs, Toyota but always had a soft spot for Ford. I’m now on my 3’rd Bronco and have loved every one. Will probably buy another at some point. My latest – a ’26 2 door Badlands Lux is awesome. As other threads have noted, why is Ford removing the auto dimming mirror, garage door opener visor, leather stitched dash, exterior zone lighting, struggling with resolving the MIC top issue, but pursuing the new shiny limited edition for select few? I don’t begrudge any special edition owners or products. And yes, they benefit us all. But your customer base is bread and butter Ford Bronco enthusiasts. Anyhow, no offense to anyone but hoping Ford listens to their main stream base customers…..

Yeah, 100% agreed. But, something like a Filson co-brand is not going after someone who is already a Bronco enthusiast. We’re already here. They’re going after someone who equates the Bronco with a Jeep, and trying to convince them that the Bronco is the higher end, but still rugged and legit option. A lot of people have chimed in that they haven‘t heard of Filson, which is really just a testament to the fact that Filson (typically) appeals to a different demographic than Ford does. That‘s the point, they’re going after the lux buyer who wants to look capable.

These people now buy Defenders and G-Wagons and Ineos and Land Rover Sports to drive around town — which all clock in at Stroppe to Raptor prices or more. So there’s a market out there, it’s not big, but it’s high margin. We’ll see what it ends up looking like. I’m guessing interior finishes, seats, maybe some ’outdoor’ accessories preloaded, some cool wheels and a unique, subtle color scheme. No functional upgrades, as that’s not what this buyer will care about. I’m guessing it will be priced about $80-85K. This type of buyer WANTS to pay more, because that means it’s extra special.

 

[Bronco21Maybe]

Hate to admit it, but I have no idea what Filson is.

 

[HalfmuleFarmer]

Hate to admit it, but I have no idea what Filson is.

Like a hipper Orvis or Burberry, for younger people with tattoos who are snooty about their fancy coffee grind. Think about where to put your Italian shotgun while you’re at the organic farm-to-table dinner party. Like that.

 

[MWILD]

Ain't nothing premium about any model of Bronco...doesn't matter though... Starbucks moms will love it. Ford knows their audience.

 

[Bronco21Maybe]

Like a hipper Orvis or Burberry, for younger people with tattoos who are snooty about their fancy coffee grind. Think about where to put your Italian shotgun while you’re at the organic farm-to-table dinner party. Like that.

And that is exactly why I've never heard of it.

 

[Blackcat]

I have no idea what a Filson is. That said, if this Fillson has a M/T (which it won’t) and a roof like Jeep’s SkyOneTouch, I’d buy one. Maybe 2.

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