Interactive Brokers chief strategist Steve Sosnick and Yahoo Finance Senior Autos Reporter Pras Subramanian chat with Yahoo Finance's Julie Hyman about Ford's (F) new Bronco Filson.
there is a new Bronco.
Yes.
Um, say goodbye to the Eddie Bauer Broncos of the past. This is the next gen
Filson.
Yes. Which is which is interesting because it's not a brand that I think everyone knows. It's sort of a bougie outdoor brand. Is that fair to say?
I mean it's a it's a 100-year-old company, uh, it's known more for
Okay, maybe it's become bougie, I guess.
you know, for people fly fishers and people like that. That's like very high-end gear. So, so Ford uh looking at the Bronco and saying, you know, we need to address a certain market, right? We have the Raptor, which is a high performance desert running thing. and we have our regular Broncos that are very kind of mainstream. They wanted to go after a more premium customer of that and that brings with Filson. And I think what a lot of people are talking about here is that it's not just the badge on the on the actual car. It's it's a nice leather materials built working with with Filson to to create that materials in there. Uh saddle bags are in there, uh high-performance engine Ford is adding that and also off-road shocks. But they're making it more quiet inside, acoustic glass, more sort of insulation to make it more of a quality, premium feel because the Bronco itself currently
Does the woman in that photo have a chainsaw?
Did you see this? I think she had an axe. She had an axe.
She has a chain... No, she has an axe. Okay, gotcha.
Felling some wood, sure.
Felling some wood. Yeah, felling some wood. It's a very active lifestyle. But yeah, but yeah, Ford told me, I talked I talked to a Ford executive about it. This is our premium play. This is how we're going to go after Defender, is how we go after uh Toyota Land Cruiser and even Lexus GX. So that's sort of the play here with the with the uh Filson.
I do you fly, do you fish? I don't remember.
No, I do not. My my son Charlie fly fishes. He's he goes on fly fishing adventures.
Okay. He's is he going to splurge on one of these things?
He lives in Brooklyn. He's not buying a car anytime soon.
Yeah.
Where would you park the thing?
The the one thing the one thing I will note is, and this is courtesy of the Athletic, I read this this morning, the last time the Knicks led a finals series was the night that the Ford Bronco was was the night that Al Cowlings's drive drove O.J. around Los Angeles.
Rockets Knicks Finals, yeah.
Yes. It was the so that was the last time the Knicks led a finals, and that was the sort of the night that's etched in infamy for for Ford Broncos.
Wow.
Okay, and that's amazing because now we have worked in our obligatory Knicks mention into the show. Go Knicks. Um and I know Brian Sozzi's going to talk more about that in the next hour, but it's a pretty cool car. We'll see how, I mean, I assume it's going to be a niche kind of product.
They're not saying it's limited, but initial reaction is is pretty good. They said this is a new market for us. We're going to push forward. Yeah.
Interesting. Very cool.