On a warm Michigan Wednesday in August of 1965, Ford introduced its original SUV, the Bronco. Inspired by a new wave of Americans journeying into the backcountry, Ford produced a vehicle that delivered rugged off-road capability balanced with a comfortable ride at highway cruising speeds. The iconic Bronco cut a trail into the outdoors that would be followed by generations to come.
Today, Ford and Filson honor that legacy.
Ford’s reintroduced Bronco, the Built Wild SUV relaunched for 2021, partnered with Filson to unveil a one-of-a-kind concept vehicle supporting wildland firefighters and the National Forest Foundation’s conservation work. The collaboration is rooted in both brands’ long histories outfitting and supporting the men and women of the U.S. Forest Service as they protect America’s public lands.
Announced during one of the most devastating wildland fire seasons in history, the Bronco Filson Wildland Fire Rig Concept served as a reminder of the need for fire prevention and responsible recreation, especially as more Americans spend time on public lands.
"Filson and Bronco share a history in the wildest parts of the American landscape and have provided the gear and transportation necessary to protect the country's public lands for decades," said Doug Thielen of Filson's marketing team. "This collaboration speaks to those shared histories, and through it, we honor the hard and dangerous work of wildland firefighters. They put their lives on the line every day for our National Forests, public lands, and nearby communities."
Filson outfitted U.S. Forest Service personnel beginning in the 1920s and has supplied the agency with official Class A uniform attire. The U.S. Forest Service’s green vehicles remain a familiar sight in the wild, and that history is reflected in today’s Bronco Filson Wildland Fire Rig. Based on a 2021 Bronco four-door SUV, the concept vehicle pairs advanced off-road capability with Filson materials and a full firefighting skid built into the rear cargo area. The exterior color nods to authentic Forest Service Green, with reflective white striping and Bronco Filson Wildland Fire Rig crests on the doors.
Inside, Filson's signature duck canvas trim surrounds quilted leather drawn from insulated linings in Filson jackets. Matching canvas covers the armrests and door bolsters. The Bimini-style top and rear cargo dividers are constructed of fireproof ripstop nylon, a material similar to that used in archival Filson bags. When rolled open, the vehicle's top is secured with Filson Bridle Leather straps for an open-air experience. The steering wheel's bucking Bronco logo is finished in Filson brass, and interior trim tags feature embroidered Filson logos.
"Filson has, for years, been a fantastic partner in our work on National Forests," said Mary Mitsos, President and CEO of the National Forest Foundation. "We are grateful and excited for Filson's continued support of our '50 Million for Our Forests' campaign through a collaboration with Ford Bronco. This support will help us achieve our goal to plant 50 million trees to restore our National Forests disturbed by severe wildfire, pests, and disease and to protect our water supply and air quality, all while sequestering carbon. Together, we will help people access the wild in a responsible manner, encourage public stewardship, and help protect our 193-million-acre National Forest system."
"Filson's heritage is rooted in the outdoors and we are committed to helping preserve America's beautiful backcountry through partnerships with like-minded organizations like the National Forest Foundation," added Thielen. "We look forward to rolling up our sleeves and caring for our country's public lands through this partnership for years to come."
