Ford and Filson previously collaborated on the 2020 Bronco x Filson Wildland Fire Rig concept car, which supported conservation efforts through the National Forest Foundation. (Credit: Ford Motor Company)
Ford Motor Co. is partnering with Seattle-based outdoor brand Filson to introduce the new Bronco SUV aimed at consumers who value rugged utility, outdoor adventures and products built to last for generations.
The companies announced Tuesday that the first-ever Bronco Filson SUV will debut on June 3.
“It's definitely aimed at those who really appreciate the outdoors, but [those who] and thank you for the products you buy for durability and a legacy that lasts over time,” Dave Rivers, head of Ford Enthusiast Brands, told FOX Business.
“Think of Broncos from the '60s that are now worth more than $100,000 — those that have been passed down through the generations. … The same is true for Filson.”
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The companies announced Tuesday that the first-ever Bronco Filson SUV will debut on June 3. (Ford Motor Co.)
The companies said the Bronco Filson partnership is based on a shared commitment to American craftsmanship and manufacturing.
“We're both American. Bronco is assembled in our Michigan assembly plant, and Filson has their manufacturing footprint in the Pacific Northwest. So we have that common American manufacturing thread,” Rivers said.
Unlike traditional advertising partnerships, Ford said the partnership is built directly into the car itself.
“This is basically us partnering with them to take the best of what Filson is and the best of what Bronco is and combine it into a product,” Rivers said.
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The Bronco Filson branding is on display before the official SUV debut
The Bronco Filson is intended to serve as both a daily driver and an outdoor enthusiast, according to Neil Morgan, head of technology at Filson.
“And it has the potential to be your go-to car, but I would say it's appealing to those people who have that adventurous, outdoorsy spirit,” Morgan told FOX Business.
The automaker and Filson previously collaborated in 2020 on the Ford Bronco x Filson Wildland Fire Rig concept car, which supported wildfire conservation efforts through the National Forest Foundation.
“We're partnering with Filson on this brand collaboration to redefine the luxury utility space,” said Rivers. “Between the two of us, we have a very long history in this space.”
Morgan added, “This partnership is years in the making.”
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The Dearborn, Michigan-based automaker and Filson previously collaborated in 2020 on the Ford Bronco x Filson Wildland Fire Rig concept car. (Ford Motor Company)
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The announcement follows one of Ford's recent partnerships with the Carhartt brand of activewear.
Earlier this month, Ford and Carhartt announced a partnership focused on industries such as construction, manufacturing, public services and skilled trades.
The companies also introduced the Ford Super Duty Carhartt truck, the Super Duty XLT pickup developed by the two brands.
