Pat Schiavone - 2009 Ford F-150 Design Director

Pat Schiavone provides a detailed, behind-the-scenes explanation of the planning and thought that went into Ford's new top-of-the-line Platinum edition F-150. It was influenced by the 2006 Ford F-250 Super Chief concept.

Mr. Schiavone also explains the unique approach Ford took to updating the F-150's sheetmetal.

Pat Schiavone - 2009 Ford F-150 Design Director

Pat Schiavone walks us around the 1996, 2004, and 2009 Ford F-150, describing the evolution of the truck's character over the past twelve years in response to customer feedback.

Pat Schiavone - 2009 Ford F-150 Design Director

Pat Schiavone points out and explains distinguishing changes to the exterior of the 2009 Ford F-150 from the previous truck.

Pat Schiavone - 2009 Ford F-150 Design Director

Pat Schiavone explains the seven different exterior treatments that correspond to the F-150's seven trim packages, from XL to Platinum.

Pat also describes the making of the newly redesigned F-150 badge.