And automatic only
Exactly you never heard of it neither have I! Ford gets it wrong a lot Just look at what they did with EVs. This partnership makes no sense at least partner with someone people will recognize like Patagonia or North face.I've never heard of it. It looks like nice stuff. Getting an interior made with that canvas (?) material they use might be nice! But we might get the "abbreviated" version, if you hear what I'm saying... lol
B&O anyone??
It’s about brand positioning not popular appeal. They also make quality stuff, but Patagonia or North Face are too ‘normal’ and soccer mom mainstream. Filson is ‘exclusive’ and ‘authentic’ and ‘heritage’ — which are all brand qualities Ford will try to lean into here. It’s not about moving quantities, it’s about brand personality. Filson is even more expensive than Patagonia or NF, more rugged, more dude. It’s just marketing. Like a concept car. Grow your beard and pour yourself a Buffalo Trace and watch some YouTube overlanding videos. THAT is the target audience. I’d imagine they don’t care much about really selling this edition, it’s a big ad. For both brands.
Levis might seem to make sense, but the average Levis brand loyalist is too young and too poor to afford a +$50K toy. Levis is heritage, but not premium. Their target market is under 30 and urban. BTW, Levis creative director is an old friend and my former boss.
There’s profit in both places. It’s not about selling more high end than low end trims, it’s about having a model for every buyer, from the penny-pincher to the “I don’t care what it costs” blue-chipper. VIP packages are all the rage across lots of industries now, and they’re outrageous markups that *some* are willing to pay. Not more, but some. Don’t offer one and you’re leaving that money on the table.
I think Levi’s is at that right middle ground between heritage (appeal to older crowd) and trendy (appeal to younger crowd), it also slots comfortably between the rugged workwear and the city urban-ness… but I agree with the fact that if Ford is looking for the “upscale” market, Levi’s doesn’t make too much sense for the general market… coming from someone that owns Levi’s garments from 20$ - 500$, I think there could be some potential there, but yea the general market do not associate Levi’s with “upscale”… but one can dream
The Levi's collaboration was done in the '70s by AMC. You could get Levi's edition Gremlins and Cherokees. It wasn't true denim since it didn't have the durability over time, but it looked pretty darn close.
Well, that's everybody...
Really?
