BRUCE WILLIAMS: FROM THE MOUNTAINS TO THE DESERT, INSPIRATION FOR RAPTOR COMES FROM UNIQUE PLACE

BRUCE WILLIAMS: FROM THE MOUNTAINS TO THE DESERT, INSPIRATION FOR RAPTOR COMES FROM UNIQUE PLACE

  • Bruce Williams is lead designer of the Ford F-150 SVT Raptor
  • Raptor’s body side graphics were inspired by graphics on snowboards that caught Williams’ attention while he was on vacation in Wyoming
  • Williams is an action sports enthusiast; he enjoys windsurfing, trail running and biking in the summer and cross-country, alpine and backcountry skiing in the winter

Inspiration for Ford F-150 SVT Raptor graphics came from somewhere you might not expect for a desert off-road truck – the snow-covered mountains of Wyoming.

Bruce Williams, lead designer, was on vacation in Jackson Hole when he noticed a distinct trend shift at the ski area.

“The graphics on snowboards were abandoning the bright colors in favor of subtle tone-on-tone mixes and the mixing of flat and glossy finishes,” Williams explained. “I saw this approach as fresh, bold and different from anything I had seen, and a nice connection to the extreme sports culture.”

This inspiration plays off Raptor in the body side graphics. A mix of flat and gloss blacks is strewn on the side of the truck in a bold, seemingly random manner. The graphic is an
abstraction of a mud splash across the body side of the truck, but it is done in a modern way and highlights the dynamic character and purpose of the vehicle.

Williams is an admitted action sports junkie; he enjoys windsurfing, trail running and biking in the summer and cross-country, alpine and backcountry skiing in the winter. But even in his off time he is collecting ideas that will serve him well in his job.

“There is a unique blend of function and fashion that goes into action sports gear, and I’m always looking at these types of products to see how they accomplish their objective,” said Williams. “Being involved in outdoor sports gives you the opportunity to see what other people are up to – a great way to spot new trends!”

So how does a skier from Killington, Vt., find himself designing vehicles in Dearborn?
After graduating from the University of Vermont with a bachelor’s degree in mechanical engineering, Williams accepted a position with Ford working as a design engineer in powertrain. Perfecting his design expertise, Williams also received a bachelor’s of fine arts in transportation design from the College for Creative Studies.

There’s no doubt in Williams’ mind that the Ford F-150 SVT Raptor is the most memorable product he has worked on. Raptor changed very little from the first development sketches to the final product, and Williams has been involved every step of the way.

“I’ve had creative input on almost every part that makes this vehicle visually unique from its F-150 cousin – it’s truly a unique product,” Williams said. “I feel I’ve been able to use my capabilities as a designer at their highest level, and I am proud of the final result.”

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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents.  With about 201,000 employees and about 90 plants worldwide, the companys automotive brands include Ford, Lincoln, Mercury and Volvo.  The company provides financial services through Ford Motor Credit Company.  For more information regarding Fords products, please visit www.ford.com.

Oct. 28, 2009

 

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