How Ford's F 150 Lapped The Competition

With some demographics, a little history-and a midlevel designer in the basement

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By Keith Naughton

July 29, 1996 at 4:00 AM UTC

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The atmosphere was boisterous and festive as about 400 Ford Motor Co. designers and engineers gathered late last month to celebrate the success of the hot-selling F-150 pickup truck. Ford executives sipped cocktails, nibbled hors d'oeuvres, slapped backs, and applauded members of the F-150 team in speeches from the podium.

But when James E. Englehart, Ford's vice-president for light-truck development, singled out the efforts of one mid-level design staffer, he took the room by surprise. So obscure was the designer, James C. Bulin, that higher-ups had forgotten to invite him. Fortunately, Bulin heard the noise from down the hall and came by in time to hear Englehart praise him for "having a real impact on the direction we took with this truck."