There’s a new Ford Bronco in town. Well, not just yet. The latest version of the SUV to join the family doesn't reach customers for a few months yet, but there is certainly lots to look forward to. This model signals the Bronco’s move up into the realm of luxury off-roaders, thanks to input from a clothing brand that’s just as tough as the Bronco itself: Filson.From storage solutions to design touches, Filson’s contribution has made this bougie Bronco a potential competitor for models such as the Land Rover Defender and the Mercedes-Benz G-Class. Let’s take a closer look at the new addition to the Bronco lineup. What Is The Ford Bronco Filson? FordThe Ford Bronco Filson is a new variant of the Bronco created as part of a collaboration between Ford and outdoor clothing brand Filson. Filson’s history goes back over 125 years; the company is well-known for producing outdoor gear that’s high-quality, durable, and rugged, which fits with the Bronco’s own reputation as a model. The Bronco Filson is set to go on sale at the beginning of next year, with a price tag in the mid-$70,000s.While all the core characteristics that define the Bronco are, of course, present in the Filson, there is also an additional dimension of luxury that elevates this model above its siblings in the lineup. This Bronco combines ruggedness and style, offering next-level comfort to its occupants while tackling all types of terrain with ease. Power comes from a 3.0-liter twin-turbo EcoBoost V6, shared with another member of the Bronco family, the Raptor. In the Raptor, this engine produces 418 hp, but the output for the Bronco Filson is still unknown, though it’s likely to be a little lower. The drivetrain includes a 10-speed automatic transmission.The Sasquatch option package is standard on the Filson. It includes features such as high-performance Fox shocks, front and rear electronic locking differentials, and 35-inch rugged-terrain tires that maximize grip while minimizing noise. The Bronco Filson is also equipped with seven driving modes, as part of the Terrain Management System with G.O.A.T. (Goes Over Any Type of Terrain) function.Ford In terms of design, the Bronco Filson is packed with features that visually distinguish it from the rest of the lineup. These include custom wheel arches, painted mirror caps, a unique grille with "BRONCO" lettering, and exclusive tie-downs built to secure larger items. The model is available in a wide choice of colors, including a Field Green Metallic hue that’s exclusive to the Filson model.North American customers get the opportunity to buy an exclusive First Edition of the Bronco Filson, created to commemorate the start of the collaboration between the two brands. This model gets an exclusive Iron Sands Copper Metallic paint finish, cargo storage bags inspired by Filson, a custom serialized console badge, and a unique fender badge.If you’re interested in buying some apparel to match your new wheels, Filson has also launched a clothing collection inspired by its partnership with Ford, including graphic T-shirts and a hoodie. The Bronco Filson's High-End Cabin Ford The inside of the Bronco Filson is just as high-end as the outside, with plenty of unique touches that place it a level above the rest of the lineup. Filson’s designers work closely with the Ford team to create a luxurious cabin that was simultaneously tough and premium. Filson’s own products inspire the materials, textures, and colors used in the interior. The seats are upholstered in perforated, quilted leather, with woven fabric trim; the instrument panel and steering wheel are also leather-wrapped. Brass accents on the steering wheel and dials complete the look.There is a massive difference between premium and precious [...] If you're hesitating because you're afraid to get the cabin dirty, it doesn't belong in a Bronco. Every material we chose with Filson had to be honest, tactile, and relentlessly durable. And like a great piece of gear, this interior isn't meant to wear down, it's designed to wear in, aging beautifully alongside you and your adventures.-Paul Wraith, SUVs Global Design Director, FordNoise reduction is another important aspect of the Bronco Filson’s design. Thanks to acoustic glass, enhanced seals, and reduced airflow, wind and road noise have been dramatically reduced. The new model has nearly 20% less perceived wind noise compared to the 2021 Bronco. Ford even briefly floated the idea of giving the Bronco Filson a fixed roof rather than a removable one for noise reduction purposes; however, this was ultimately abandoned.There are plenty of comfort and tech features on board to make each journey as pleasant as possible. All seats are heated, while the front seats also get ventilation. The sound system has been upgraded to a B&O unit, and the infotainment system controlled via a 12-inch screen comes with features such as Apple CarPlay/Android Auto, off-road trail maps, 5G and Wi-Fi connectivity, and a 360-degree camera system.Ford The Bronco Filson’s storage aspect has also been carefully curated. The vehicle is equipped with removable saddlebags inspired by Filson, both door-mounted and in the cargo area. They are made from materials resistant to water and dirt, and include customizable compartments to handle all kinds of outdoor gear. The Bronco Filson Vs. The Competition Land Rover The Bronco Filson is far from the only SUV out there that blends off-roading prowess with luxury features. Two well-known models out there that also fit that description are the Mercedes-Benz G-Class, informally known as the G-Wagon, and the Land Rover Defender. These SUVs are among the biggest competitors to the Bronco Filson, with one priced closer and the other more expensive. Land Rover Defender Land RoverThe current Defender is a modern successor to the classic model that made the nameplate famous. It was introduced for the 2020 model year, marking a clean break from its predecessors in design terms. The base trim is powered by a 2.0-liter turbocharged inline-four engine, which produces 296 hp. There’s also an optional 3.0-liter inline-six and not one but two V8s (4.4 and 5.0 liters in size), producing up to 626 hp. The Defender can be found at a similar price point to the Bronco Filson, starting at $65,450. Mercedes-Benz G-Class MercedesThe other major player in the luxury off-road SUV world is the legendary G-Wagon. First introduced in 1979, it has held on to the boxy, timeless design that makes it instantly recognizable. The current version is powered by a 3.0-liter turbocharged and supercharged inline-six that produces 443 hp. There’s also an AMG version of the model powered by a 4.0-liter twin-turbo V8 that produces 577 hp. Unlike the Defender, the G-Class is far more expensive than the Bronco Filson, starting at $155,250. Do We Really Need A Luxury Bronco? Ford On the surface, it might seem like the idea of a luxury Bronco might be diametrically opposed to what the venerable Ford SUV is all about. The Bronco has always taken pride in being a rough-and-tumble vehicle, not afraid to tackle all kinds of terrain no matter how muddy. Throughout its lifespan, it has been accessible to the ordinary consumer, occupying a more affordable part of the market compared to high-end SUVs.However, in recent years, the SUV world has shifted, and the line between ruggedness and luxury has become increasingly blurred. The Bronco has followed this change. The sixth-gen model that revived the classic nameplate in 2021 is not only larger, but more luxurious than its predecessors. The range of cosmetic options, materials, and tech features on offer is larger than ever, and occupants’ comfort has become a higher priority.Ford The launch of the Bronco Filson signals the model’s expansion into a higher-end segment of the SUV market, putting it up against the likes of the Defender and G-Wagon. This variant of the Bronco may be a little different from what we’re used to. Still, it continues a long tradition of Ford collaborating with other brands, most notably Eddie Bauer, with which the Blue Oval had a long partnership that produced several themed models.In today’s automotive world, where customers value luxury alongside practicality, the Bronco Filson might just carve out a niche. Its unique character could be the key to competing against the established giants of the luxury SUV world.Sources: Ford, Land Rover, Mercedes-Benz
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