Worker in Carhartt gear exiting a pickup truck at a dusty construction site.
Iconic American brands Ford Motor Company and Carhartt are joining forces in a significant collaboration aimed at celebrating and supporting the nation’s “essential economy.” This partnership highlights key sectors such as construction, manufacturing, public services, and skilled trades, integrating product innovation with tangible support for small businesses and local investment in Detroit.
At the forefront of this initiative is the unveiling of a new Ford Super Duty XLT pickup truck, co-developed by both companies. This vehicle is specifically engineered with the needs of “essential workers” in mind, reflecting the durability and aesthetic associated with the Carhartt brand, while maintaining the power and robustness expected from a Ford Super Duty.
“It was really developed from watching the people who wear Carhartt and who drive Super Duties,” Alicia Boler Davis, president of Ford Pro, told FOX Business. “When you see the vehicle, and you get in it, it’s going to feel durable, and it’s definitely going to have that Carhart look and feel while still maintaining all the power and durability that we have with our Super Duty truck.”
Beyond the new truck, Ford is enhancing its commitment to small businesses and fleet operators through the “From Our Business to Yours” program. This initiative extends Ford employee pricing, which is typically below the Manufacturer’s Suggested Retail Price (MSRP), to commercial customers, offering significant cost savings.
“As we were looking at celebrating the 250th anniversary of our country, we thought this would be a great opportunity to give back to the people who have given so much to our country to our communities,” Davis explained.
The partnership also includes a significant investment in Detroit through support for the Detroit ToolBank, a non-profit tool-lending organization that provides essential equipment to local organizations and volunteers. This initiative underscores a shared value between Ford and Carhartt to reinvest in the communities they serve.
This collaboration follows Ford’s recent “American Value. For American Values” campaign, which offers employee pricing on select new 2025 and 2026 Ford and Lincoln vehicles to all U.S. customers through July 6. “Ford has always believed that American values are more than words – they’re actions,” stated Andrew Frick, president of Ford Blue and Model e.
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