Ford and Carhartt Announce Multi-Year Collaboration
Ford and Carhartt used the Detroit Auto Show to announce a new partnership. This collaboration will result in the creation of a 2027 model year Super Duty pickup truck in a special Carhartt Edition series. According to the companies, this project explores the intersection between traditional workwear and automotive craftsmanship, uniting shared values of durability, innovation, and local pride.
Details of the Upcoming Novelty
Details of the new pickup are still kept secret, but the companies hinted that it will have special textures, colors, and functional solutions inspired by Carhartt clothing. The model will also be notable for its wheel discs, the design of which resembles Detroit manhole covers. The teaser image shows that the wheels will have a two-tone color and holes along the outer edges. The full presentation of the pickup is scheduled for this spring.
Scale of the Partnership and Shared History
In addition to the special vehicle version, Ford and Carhartt announced a multi-year strategic partnership covering various areas: from personnel development to new products. Joint products under the two brands are also expected, meaning the appearance of hoodies, jackets, and other Carhartt clothing with the Ford logo. This partnership builds on a previous agreement under which Carhartt, together with Cintas, provided dealer center technicians with specially designed uniforms.
The history of the companies’ relations spans more than a century: Carhartt produced clothing for Ford factory workers back in the 1920s.
Interesting Historical Fact: Carhartt Once Manufactured Cars
The companies also presented a video that recalls an interesting historical fact: once Ford sold clothing, and Carhartt sold cars. The Carhartt Automobile Corporation automotive division existed from 1910 to 1912. According to the Automotive Hall of Fame, the company offered three models: the 25-horsepower Junior, the 35-horsepower Four, and the 50-horsepower Model B. Their price ranged from $1,100 to $3,500, which was significantly more expensive than the Ford Model T.
The companies also presented a video that recalls an interesting historical fact: once Ford sold clothing, and Carhartt sold cars.
As one might guess, Carhartt’s automotive venture was not successful: fewer than 500 cars were produced, and unfortunately, none of them are known to have survived to this day – at least as of 2015.
This collaboration of two American icons demonstrates how brands with rich histories can reinvent themselves for the modern market. The union of Ford, a synonym for America’s motorization, and Carhartt, the benchmark for workwear, creates a powerful symbolic alliance. It appeals not only to practicality and quality but also to nostalgia and authenticity, which are highly valued by today’s consumers. The release of a limited series pickup is a logical step that should cement this alliance in the minds of buyers and create new demand among those who value both powerful machinery and durable, status clothing. It also shows how historical failures, like Carhartt’s cars, can become part of a successful marketing story, emphasizing the longevity and diversity of the brands’ experience.