Denimachine 1976 Ford Van

The Levi’s Denimachine: A Rare 1976 Ford Van Built for America’s Bicentennial

By Tracey Panek, Historian, Levi Strauss & Co. — Rewritten for modern web publishing

In the summer of 1976, as the United States celebrated its Bicentennial, a unique collaboration between Levi Strauss & Co. and Coca-Cola produced one of the most unusual promotional vehicles ever created — the Levi’s Denimachine.

This bold, red, white, and blue Ford van wasn’t just a showpiece. It was the centerpiece of a nationwide sweepstakes, giving Americans a chance to win a fully customized vehicle that captured the spirit of the era.

A Bicentennial Giveaway Like No Other

From August 30 through September 26, 1976, participants across the country entered for a chance to win one of these rare vans. Entries poured in from racetracks, sporting events, and mail-in submissions, all hoping to score a prize valued at approximately $18,000 — a significant amount at the time.

But the Denimachine sweepstakes didn’t stop at the grand prize. Thousands of additional winners received Levi’s apparel, including denim jackets, jeans, skirts, and T-shirts. In total, more than 7,500 clothing items were awarded during the promotion.

A Dream That Started in 1976

For Donn Grinsteiner of Bismarck, North Dakota, the Denimachine wasn’t just a promotional gimmick — it was a dream.

Fresh out of high school in 1976, Donn entered the contest with determination, submitting roughly 100 entries. At just 8 cents per stamp, he invested about $8 trying to win one of the vans.

Unfortunately, luck wasn’t on his side.

“I sent in approximately 100 entries… but I didn’t win,” Donn recalled.

Nearly 50 Years Later: A Second Chance

While many would have moved on, Donn never forgot about the Denimachine. Decades later, he unexpectedly spotted one sitting in a backyard while driving home from work.

But once again, timing wasn’t in his favor.

When he returned a few days later, the van was gone.

Determined not to miss his opportunity again, Donn began a two-year search to track down the vehicle. His persistence paid off — he eventually located the van and purchased it.

Restoring a Piece of Automotive History

With only a handful of Denimachines believed to still exist, Donn’s van represents a rare piece of American automotive and marketing history.

He is now in the process of restoring it to its former glory, including fresh paint, bodywork, and attention to the van’s signature custom details.

One of the final touches? Recreating the iconic Levi’s-themed interior elements, including the distinctive denim pocket design complete with branded buttons.

“I never forgot these Denimachines, and now I finally have one that’s nearly finished. It’s been quite a journey.”

Why the Denimachine Still Matters

The Levi’s Denimachine stands as a time capsule from a uniquely patriotic moment in American history. It reflects not only the marketing creativity of the 1970s but also the cultural significance of denim as a symbol of American identity.

Today, surviving examples are incredibly rare, making restorations like Donn’s especially important for preserving this one-of-a-kind chapter in automotive and brand history.

For enthusiasts of classic vans, vintage advertising, and Americana, the Denimachine is more than just a vehicle — it’s a rolling piece of history.

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