On the Dash:
- Ford continues to add premium, work-focused packages to strengthen Super Duty appeal among commercial buyers.
- Ram’s return to the compact and midsize truck segments could increase competition in fast-growing pickup categories.
- Both automakers are expanding truck portfolios to capture broader utility, lifestyle, and value-driven demand.
Ford and Ram are expanding their truck-focused strategies, with Ford unveiling a new Carhartt Package for the 2027 Super Duty lineup and Ram confirming plans to launch three new U.S. vehicles, including compact and midsize pickups and a full-size SUV.
Ford introduced the new Carhartt Package for the 2027 F-Series Super Duty lineup, targeting commercial and work-focused truck buyers. The package will be available on XLT Crew Cab single-wheel F-250 and F-350 models equipped with the Premium Package.
The package adds exclusive 20-inch wheels, off-road running boards, a Tough Bed spray-in liner, Carhartt-inspired floor mats, and unique graphics and badging. Ford also included a new commercial-grade seat material inspired by Carhartt’s Duck Canvas fabric, designed to improve durability and resist stains and wear.
According to the automaker, the package reflects the long-standing relationship between the two Michigan-based brands and their shared focus on skilled trades and workforce development. The Carhartt Package will cost $4,195 when the trucks arrive in dealerships this fall.
Separately, Ram confirmed plans to launch three new vehicles in the U.S. market by 2030 as the brand expands into additional truck and utility vehicle segments across North America.
Ram will revive the Dakota nameplate for a midsize body-on-frame pickup targeting the growing midsize truck market. The automaker also plans to introduce a compact pickup based on the South American Rampage model to compete in the affordable compact truck segment.
Additionally, Ram teased a future full-size SUV called the Ramcharger, reviving a historic nameplate previously associated with Dodge SUVs. The company said the expansion is intended to strengthen its product portfolio and broaden its reach beyond traditional full-size pickups.
