Wow you are right.. it's like Grandma put on an S&M leather suit in the front trying to be dominating, and 2 nipple rings in the back.  It IS hideous.  A friend bought an Outback some months ago, and I told her it would compete well with products from 10 years ago. Tapped on all the hard plastics inside the cabin, lack of lighted switchgear, etc. and I'm like "Well for you it's an upgrade from a Hyundai product, so I'm glad your happy, it'll be reliable and utterly boring to drive, glad it wasn't a Toyota (it kinda is)...I wish you well".... and her husband just didn't have an opinion, he just wanted her to get ANYTHING and get rid of the Hyundai.

I was expecting an announcement, I’m not sure this is what I was expecting. I like it though, should keep people interested. 

I'd consider one too.

Interesting - the prior collaboration between Ford/Bronco and Filson was a fire & rescue Badlands that was brought around to car shows. I went digging around in my Car Show Photos folders and came up empty. Apparently some of my photos didn't copy to my work drive. Fixed that now. 😁

I would buy one!  I love the hard cover.  I saw my first 60th anniversary in the wild today and loved it!  If they made a black hard cover, I'd be in!

Yup.....I'm surprised they (Ford) don't make/sell one like that with just Bronco on it (no FILSON branding)....or maybe they do, who knows.

Explorer places 2nd.         They talk about points for their winners, but don't explain or show their point system.         Man, that Subaru is hideous.......

Rugged is the new cool. That’s the case at least when it comes to crossovers and SUVs. It seems every major automaker is launching some form of rugged, off-road ready sub-brand. Names like Tremor, TrailSport, Wilderness, and AT4 are just a few examples.   Initially reserved for more purpose built offroad ready SUVs, the ruggedization of anything within the SUV/Crossover world is well underway. Anything form a Honda CR-V or Toyota RAV4 all the up to a Chevrolet Traverse or Volkswagen Atlas can come with knobbier tires and extra dirt-ready bits.   But what about those in the middle? The SUVs that aren’t in the uber-popular segment where the Subaru Forester and Hyundai Tucson play, nor in the big-boy world along with the Mazda CX-90 and Kia Telluride. Yes, it’s the hard to define mid-size SUV class. Late last year we sampled some near premium mid-size SUVs and found a wide array of options.   Watch the full video review here.     Best Rugged Mid-Size SUV Mega Comparison | AutoGuide.com

It has a hardshell tire cover at least LOL

I didn't actually read it, but I'm guessing that this Filson version is essentially like an Eddie Bauer trim, where it has an upgraded interior (unique seat covers, center console and maybe coloring of the dash), without much in the way of additional capability.   I'm wondering if this is what we saw testing a few weeks back with the egg crate-style grille, or if that's another trim?