Legacy automaker Ford (F) was once known for the Eddie Bauer edition of some models. The Ford Explorer’s premium trim model was its Eddie Bauer edition. But with Eddie Bauer gone, the stage was set for another outdoorsy upscale brand to step in. Enter Filson, which made a name for itself as part of the Taylor Sheridan universe. And Ford is putting that same aesthetic to work in the new Filson Edition Bronco. The news gave investors a little boost, and so they gave Ford shares a little boost, up fractionally in the closing minutes of Tuesday afternoon’s trading.
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Filson has been around for 129 years, reports note, and is known for its “…high-quality, American-made clothing and bags that make rugged look fancy and appealing.” And this is where the Ford Bronco Filson will step in starting June 3. A preview event, meanwhile, showed off what would be coming out at the Filson flagship store in Manhattan.
Dave Rivers, who runs the Bronco and Mustang lines, is a particular fan of Filson, as he wears one such jacket everywhere he goes. Rivers further noted, “It was my father-in-law who introduced me to the brand back of the ’90s. I can tell you it’s been through the ringer, which is something that we call generational durability…this whole idea of being able to pass something onto generations.” Rivers likely hopes that some of that will rub off on the Bronco line.
“I’m Not a Free Billboard”
Anyone who has bought a car lately likely knows about the free decal that comes with just about every car purchase these days, showing off where exactly the car was purchased. But one woman did not take this notion lightly, and instead took to the notion with a heat gun and intense distaste. She attacked the decal in question with the heat gun, and eventually peeled the dealer branding from the back of her new Ford Maverick.
“I’m not a free billboard,” declared the woman triumphantly. For those wondering if that approach would work on their own cars, detailing circles do recommend it as the standard method, but rush to note that it does not work every time. Multiple factors figure into the heat gun method, including the age of the decal, the kind of adhesive used, and even the condition of the paint.
Is Ford Stock a Good Buy Right Now?
Turning to Wall Street, analysts have a Hold consensus rating on F stock based on two Buys, nine Holds and one Sell assigned in the past three months, as indicated by the graphic below. After a 21.56% rally in its share price over the past year, the average F price target of $13.50 per share implies 3.45% downside risk.
