New Filson Edition Bronco Coming Early 2027

[userdude]

100%

The folks who come here are typically enthusiasts of some nature. Whether it's wheeling or just interest in the vehicle itself, it's a group of folks who are enthused about the Bronco platform. Karen hauling her kids to soccer practice doesn't care, and she bought a Badlands with sasquatch because it was top of the line, and she's cooler than the goalie's mom Sarah who drives a shiny new Jeep Rubicon. If only someone would put a little rubber bucking horse on her car, things would be perfect. Sarah's ducks of course, are dumb just like she is.

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[SierraBronco]

I mean a “premium” Ford Bronco (if it’s actually premium) makes way more sense than that “Lincoln” Bronco everyone claimed was going to happen.

Hear me out-give it 0 offset wheels and call it a wide track premium package

 

[JustWideman]

Where do you think it will be priced? Below or above Heritage?

How much is that outdoorsy dentist gonna pay for the Alaska-themed Bronco?

 

[crzyhawk]

somewhere around the Stroppe. Premium has to be premium, but probably below the halo Raptor.

 

[HalfmuleFarmer]

My guess was $80K, but maybe more like $75K? Somewhere in there. Basically for people who could afford a Raptor, but who don’t like the Raptor‘s Hummer-esque aesthetics. “Somewhere around the Stroppe” is correct, I think. Rich people are often surprisingly cheap, but they’re not price-first shoppers.

 

[Beach_Bum]

My guess was $80K, but maybe more like $75K? Somewhere in there. Basically for people who could afford a Raptor, but who don’t like the Raptor‘s Hummer-esque aesthetics. “Somewhere around the Stroppe” is correct, I think. Rich people are often surprisingly cheap, but they’re not price-first shoppers.

Seeing as the Stroppe won't be around for MY'27, this Filson Edition will replace it as the next "Halo" trim. It will be priced the same-ish as the Limited HE/Stroppe.

 

[drbandkgb]

This will take the Stroppes spot

 

[Spartan]

My guess was $80K, but maybe more like $75K? Somewhere in there. Basically for people who could afford a Raptor, but who don’t like the Raptor‘s Hummer-esque aesthetics. “Somewhere around the Stroppe” is correct, I think. Rich people are often surprisingly cheap, but they’re not price-first shoppers.

The one testing that everyone thought was an Outer Banks was probably the Filson.

https://fordauthority.com/2026/05/we-probably-spotted-the-2027-ford-bronco-filson-last-month/

 

[skhubbard93]

https://www.motortrend.com/news/ford-bronco-filson-edition

From the sense of the article, it sounds like another "purposed" Bronco like the Everglades but for NPS ranger cosplay in the national forests instead of the Everglades.

"The special edition Broncos are part of a move to add a more premium element to the brand, something that customers have been asking for, Rivers said."

What customers? Please raise your hand if you want to be one of these customers who pays more for... something... tacked onto your Bronco. Personally, I am very excited about possibly having canvas door handles!

 

[HalfmuleFarmer]

What customers? Please raise your hand if you want to be one of these customers who pays more for... something... tacked onto your Bronco. Personally, I am very excited about possibly having canvas door handles!

The customers they don’t have already (who, by definition, are not us). Or, more specifically, the wealthy middle-aged hipsters who are bypassing Ford (because it’s a Ford) and are buying Land Rover, Ineos, MBZ, Lexus. There’s a high-end market segment the Bronco is not yet fully appealing to, and these buyers don’t want the garish Stroppe or the Brawndo Raptor.

It’s not for you. It’s for them.

PS: I don’t think Ford will make or sell a lot of this edition, but it’ll probably look good in ads and pay for itself as marketing. It’s a lifestyle brand exercise. Most people don’t need (or want) $200 sneakers, but people buy ‘em. And not to run track.

 

[FoxyRoxy]

Toyota has an ARB bumpered TRD pickup. I think ARB has a very well established name and would be a great possibility for a joint venture with the Ford Bronco.

 

[HalfmuleFarmer]

Toyota has an ARB bumpered TRD pickup. I think ARB has a very well established name and would be a great possibility for a joint venture with the Ford Bronco.

Different demographic. No one buying a Land Rover or MBZ has heard of ARB.

 

[FoxyRoxy]

Different demographic. No one buying a Land Rover or MBZ has heard of ARB.

I had ARB Stuff on my Land Rovers since the 80's dude.. you don't know what you are talking about..

 

[HalfmuleFarmer]

I had ARB Stuff on my Land Rovers since the 80's dude.. you don't know what you are talking about..

I’m talking about mall crawlers and soccer moms, which I’m guessing isn’t you.

And, btw, the ARB Edition Bronco already exists (or did). I doubt it drove many sales to the ‘upscale’ demo Ford is now saying they’re after.

https://view.publitas.com/arb-4x4-accessories-1/arb-ford-bronco-package/page/1

 

[Spartan]

The customers they don’t have already (who, by definition, are not us). Or, more specifically, the wealthy middle-aged hipsters who are bypassing Ford (because it’s a Ford) and are buying Land Rover, Ineos, MBZ, Lexus. There’s a high-end market segment the Bronco is not yet fully appealing to, and these buyers don’t want the garish Stroppe or the Brawndo Raptor.

It’s not for you. It’s for them.

PS: I don’t think Ford will make or sell a lot of this edition, but it’ll probably look good in ads and pay for itself as marketing. It’s a lifestyle brand exercise. Most people don’t need (or want) $200 sneakers, but people buy ‘em. And not to run track.

See you get it and Ford has been hearing this at car shows and in feedback.

Higher end materials and higher end segment. Don't want the Raptor and don't want the loaded out Badlands and want the weekend adventurer for the once in a while national park or beach.

This is Outer Banks on steroids.

And they would sell a lot more Broncos if they'd:

1. Fixed Roof
2. Sunroof/Moonroof panel option where you have a 1 piece for the front seats vs 2 pieces or just a 1 piece whole front/back passenger.

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