Even before the 2021 Ford Bronco and Bronco Sport made their debut, the SUVs were pitched as part of something bigger. In fact, Ford refers to the new lineup as their new outdoor lifestyle brand. The automaker has already started fleshing this concept out by introducing the Off-Roadeo outdoor adventures for their customers. It appears Ford will be taking things one step further, hinting at a possible collaboration with the Filson outdoor clothing brand.
The Ford Bronco Instagram page just uploaded a series of three posts, highlighting Bronco service vehicles of years gone by. While we love ogling over vintage Broncos as much as anyone, the captions are what is important here. We’ve combined the captions from the three posts to make it easier to read:
“Throughout the years, Ford Bronco has risen to unique challenges, creating special vehicles designed to solve them. Many of our special Bronco vehicles existed as patrol and rescue cars to ensure the safety of everyday Americans. This year, we plan to honor the Bronco legacy and create a new concept vehicle for 2021. And when you’re doing that, might as well have the best.”
So the Dearborn automaker will be releasing yet another Bronco concept vehicle for 2021, joining the likes of the Trail Rig and the Fishing Guide concepts. This latest concept will pay homage to the service vehicle Broncos of the past, but it is the last sentence that tells us everything here. You see, those last six words are the motto of Filson, the Seattle-based outdoor enthusiast brand.
This wouldn’t be the first time that we’ve had an outdoor clothing company’s name associated with Ford’s iconic 4×4. FoMoCo once sold an Eddie Bauer Edition Bronco, complete with a two-tone paint job, upgraded cloth bucket seats, and wood trim. That said, it is unclear as to whether or not a Filson Edition Ford Bronco will make it to production. The Bronco6G forum pointed out a very green Bronco hidden under tarps at the Super Celebration East earlier this month. Currently there is no green exterior paint options for the Bronco, but that does happen to be Filson’s color. Perhaps Ford already has the new concept ready and waiting.
While we will have to wait and see if the Filson Bronco Concept will come to fruition, it does seem like a good brand mashup. The new concept may specifically be recognizing Ford Bronco service vehicles, but that doesn’t mean the collaboration has to end there.