Ford Just Trademarked a New Name. Here’s Why That Could Be Good News for Outdoor Lovers

The carmaker has filed a trademark to use the word “Outfitters” for a new model or trim level.


Ford applies for trademarks for many things. Not all of them will be used. But the company’s latest trademark filing could be particularly interesting to outdoor enthusiasts. Ford Authority found a trademark application for “Outfitters” for use in vehicle applications, either as a standalone model name or a trim level.

It’s not immediately clear what Ford would use “Outfitters” for, though we can deduce a couple things. Outfitters seems to makes more sense as a trim than as a model name; as a plural name, Ford Outfitters sounds wonky for an individual car.

An outfitter, in the sense Ford would likely use it, refers to a hunting guide. So we’re probably looking at some sort of sportsman-oriented trim. Ford’s most plausible outlet for a sportsman-oriented trim would be on the F-Series or Ranger trucks, as opposed to a hirsute edition of the EcoSport crossover.

Interestingly enough, this trademark application is not the first time Ford has used “Outfitters.” Aficionados of obscure outdoor television programming will know that title from a Ford-sponsored hunting and fishing show called The Outfitters on the Sportsman Channel a few years ago to promote the F-Series.

Ford is unveiling its new F-150 pickup later this month. There’s also a new Ranger coming, at least for some markets, for the 2022 model year. Could we see an eventual “Outfitters” trim used for either — or both? Only time will tell.

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