First-Ever Bronco Filson Announced: Two American Originals, One Built-Wild 4x4 — Reveal June 3

Ford announced one of the most anticipated collaborations in recent memory: the first-ever Bronco Filson. Two American originals — Bronco's go-anywhere capability and Filson's century-plus reputation for building outdoor gear that simply doesn't quit — coming together in one purpose-built 4x4. The global reveal took place on June 3 at 9:00 PM Eastern on Ford's YouTube channel, and the full vehicle details are now available.

Two American Originals

Some collaborations feel forced. This one doesn't. Ford and Filson share something deeper than a marketing partnership — they share a customer. Filson has been outfitting pioneers, the U.S. Forest Service, search and rescue teams, and serious outdoorsmen since 1897. Bronco has been getting people deep into country since 1966. Both brands were built around the same idea: gear should outlast the trip, the season, and probably the owner.

Ford calls it "where unfailing meets built wild." That's the right framing. Filson's reputation isn't built on flashy marketing — it's built on the fact that a hundred-year-old Filson coat is still wearable, still warm, and still in service. The Bronco Filson collaboration applies that same philosophy to a 4x4 that already has the off-road hardware to back it up.

Who Is Filson?

If you're not familiar with the brand, Filson is the Pacific Northwest answer to American heritage workwear. Founded in Seattle in 1897 to outfit Klondike Gold Rush prospectors, Filson built its reputation supplying gear to people who genuinely needed it — loggers, fishermen, ranchers, hunters, and government agencies whose lives depended on equipment that worked. Today, Filson is still made in the United States, still built to a standard of "unfailing" durability, and still worn by the kind of customers who'd rather buy one great jacket every decade than a cheap one every season.

In other words: Filson buyers and Bronco buyers are already the same people. This collaboration just puts both badges on the same vehicle. And for our central Minnesota neighbors, there's even a local connection — the Filson Edina store is about an hour from Hutchinson, where you can experience the brand's heritage firsthand.

What The June 3 Reveal Confirmed

When the announcement first dropped, we were waiting on key details. The June 3 reveal answered all of them:

For the full breakdown of every spec, every Filson-crafted detail, and the complete ordering timeline, read our full Bronco Filson reveal coverage here.

Why This Matters For Bronco Buyers In Central Minnesota

Limited-allocation, heritage-collaboration vehicles like this don't sit on lots. The buyers who get them are the ones who get their reservations in early. Order banks open this fall, and Jay Malone Ford is already building our reservation list.

Jay Malone Ford has been ordering Broncos for our McLeod County neighbors since the model returned to the lineup. We never charge extra to special-order the exact configuration you want, and we'll walk you through every decision — including whether to go after the First Edition with its exclusive Iron Sands Copper Metallic paint and custom badging.

How To Get On Our Reservation List

The fastest way to get on the list is to call us. We'll capture your contact information, the configuration you're interested in, and reach out the moment Ford opens the order banks this fall:

When can I order a Bronco Filson?

Order banks open in Fall 2026. Vehicles arrive in showrooms in early 2027. Call Jay Malone Ford at (320) 587-4748 to add your name to our reservation list and we'll reach out the moment ordering opens.

How much does the Bronco Filson cost?

Ford has confirmed a targeted starting MSRP in the mid-$70,000s. Final pricing will be available when order banks open this fall.

What is Filson known for?

Founded in Seattle in 1897, Filson is an American heritage brand best known for outdoor and workwear apparel built to outlast generations. Filson has historically outfitted the U.S. Forest Service, search and rescue organizations, loggers, fishermen, and serious outdoor adventurers.

Where can I see the full Bronco Filson reveal coverage?

Our full reveal coverage covers every spec, every Filson-crafted detail, the First Edition with Iron Sands Copper Metallic paint, and the complete ordering timeline. Read it on the Jay Malone Ford blog or call (320) 587-4748.

Does Jay Malone Ford charge extra to special-order a Bronco?

No. We've never charged extra to locate or special-order a vehicle for a customer. If you want a specific Bronco Filson configuration, we'll order it at the same price you'd pay for one in stock.