GM did that a year or so back with one of their pickups. Levi's bought a pair of jeans from the 19th century off of a farmer that found a pair of their jeans out on his ranch. Any time someone makes big headlines in a big way by proving that their product lasts a long time and is built really well, the company is more than happy to trade out for that kind of publicity. The companies say that they want to find out what made that particular product special, what made it last so long.
These are the instances I've read about. Toyota sends out a newsletter to customers with vehicles that have reached staggering mileage on their cars as well, usually one of their Jason like pickups that has been on a farm for the past 25 years.