Two of Detroit’s most recognizable brands are joining forces to champion the laborers and industries that keep America running.
Ford Motor Co. and Carhartt on Thursday unveiled a partnership celebrating what they term the “essential economy”—spanning construction, manufacturing, public services and skilled trades. The collaboration centers on a new Ford Super Duty Carhartt truck, a Super Duty XLT pickup jointly developed for workers the companies have served for generations.
“It was really developed from watching the people who wear Carhartt and who drive Super Duties,” Alicia Boler Davis, president of Ford Pro, told the news outlet. “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.”
Ford is also expanding commercial customer support through a program called “From Our Business to Yours,” extending employee pricing—below MSRP—to fleet operators and small businesses.
“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 and our communities,” Davis said.
Beyond product and pricing initiatives, the companies are investing in Detroit through the Detroit ToolBank, a nonprofit that loans equipment to local organizations and volunteers.
“We really have this shared value around giving back to our communities and giving back to the people who have given so much for us,” Davis said.
The announcement follows Ford’s launch of its “American Value. For American Values” campaign, offering employee pricing to all U.S. customers on most new 2025 and 2026 Ford and Lincoln vehicles through July 6.
“Ford has always believed that American values are more than words—they’re actions,” said Andrew Frick, president of Ford Blue and Model E, in a statement.