Bonus Built?
Logistics Pro
Joined: Jul 2004
Posts: 4,363
Likes: 76
From: Utah
Ford Advertising; they called the ford trucks from 48-52 Bonus built, had extra features etc, hence the term "Bonus Built" I know someone here in the past has described this much better than me and I can't remember all the details, I'm sure someone else here will hopefully expand on this a bit and or correct me if i'm wrong 
Cargo Master
Joined: Feb 2008
Posts: 2,793
Likes: 128
From: Windermere Valley,B.C. Ca
=jmadsen;8896861]Ford Advertising; had extra features etc,
Marmon-Herrington Man
Joined: Jul 2005
Posts: 11,984
Likes: 444
From: Central Illinois
Let's see if I can stir things up here a little. I'm pretty sure I've read, or heard from a reliable source, that the term "Bonus Built" technically only refers to the 1948 - 1950 model years. I've just gone through all my '51/'52 sales literature and both '51 and '52 Dealer Handbooks and don't find the term. Like Josh said, it was originally just an advertising slogan, but in practice it has come to designate the whole of the '48-'52 body style. Stu
Logistics Pro
Joined: Jul 2004
Posts: 4,363
Likes: 76
From: Utah
Let's see if I can stir things up here a little. I'm pretty sure I've read, or heard from a reliable source, that the term "Bonus Built" technically only refers to the 1948 - 1950 model years. I've just gone through all my '51/'52 sales literature and both '51 and '52 Dealer Handbooks and don't find the term. Like Josh said, it was originally just an advertising slogan, but in practice it has come to designate the whole of the '48-'52 body style. Stu
Actually Stu is on to something here! he's really close but I think what really happened is Ford's engineers and marketing team decided that the 48-50 years just weren't cutting it in terms of looks, ergonomics, and the stylish trim packages and of course the better looking grill's that were not available until the later and better looking 51- 52 models came out.
I also think the 51 52 seat backs were slightly thinner than the 48-50's to allow for the 51 52 owners big egos' to fit behind the wheels while they were looking down their snouts onto the 48-50 truck owners!
So, that is why they built the 51 52 body style so they could officially state they were "Bonus Built"
ah great, here we go again! bring it on
Lead Driver
Joined: Dec 2004
Posts: 7,669
Likes: 13
From: San Jose, CA
I agree with Stu. The "Bonus Built" slogan was started in 1948 to counter Chevy's ad campaigns for their brand new designed truck.
I believe that when the 1951 design came out, the marketing angle was on the "thriftiness" of the Ford truck.
I believe that when the 1951 design came out, the marketing angle was on the "thriftiness" of the Ford truck.
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Marmon-Herrington Man
Joined: Jul 2005
Posts: 11,984
Likes: 444
From: Central Illinois
Well, I asked Chuck to give me the straight story. Here's his response.
Stu,
Yes, "Bonus Built Trucks" were 1948-50 only. Ford came up with this idea in 1948, and it must have taken until 1950 before they got caught! The plan was to never refer to the trucks by model year, so whatever was left on the lot at the end of the year could be sold as the following year's model. I have a letter from Ford, to the dealers, that tells this story. A lot of the sales literature is missing the year as well.
Chuck
Stu,
Yes, "Bonus Built Trucks" were 1948-50 only. Ford came up with this idea in 1948, and it must have taken until 1950 before they got caught! The plan was to never refer to the trucks by model year, so whatever was left on the lot at the end of the year could be sold as the following year's model. I have a letter from Ford, to the dealers, that tells this story. A lot of the sales literature is missing the year as well.
Chuck
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Post Fiend
Joined: May 2008
Posts: 7,641
Likes: 21
From: Poway, Ca.
Yes, but today - even if it isn't "PC" some of us generally refer to the 51s and 52s as Bonus Built as well (and it's generally understood) because the 51s and 52s were catagorized with the 48-50s because of the very similar body style and design characteristics. I call my 51 a Bonus Built mainly just to differentiate it from the Effies!
I guess it's like calling a Fuscia Sweater Pink.
And everyones right, it was an adveritsing nickname to compete with Chevrolet and the51/52 years focused mainly on trade in value and operating economy.
I guess it's like calling a Fuscia Sweater Pink.
And everyones right, it was an adveritsing nickname to compete with Chevrolet and the51/52 years focused mainly on trade in value and operating economy.
Hotshot
Joined: Oct 2009
Posts: 16,135
Likes: 4,735
From: Burbank, WA
Well, I asked Chuck to give me the straight story. Here's his response.
Stu,
Yes, "Bonus Built Trucks" were 1948-50 only. Ford came up with this idea in 1948, and it must have taken until 1950 before they got caught! The plan was to never refer to the trucks by model year, so whatever was left on the lot at the end of the year could be sold as the following year's model. I have a letter from Ford, to the dealers, that tells this story. A lot of the sales literature is missing the year as well.
Chuck
Stu,
Yes, "Bonus Built Trucks" were 1948-50 only. Ford came up with this idea in 1948, and it must have taken until 1950 before they got caught! The plan was to never refer to the trucks by model year, so whatever was left on the lot at the end of the year could be sold as the following year's model. I have a letter from Ford, to the dealers, that tells this story. A lot of the sales literature is missing the year as well.
Chuck
