For Matt O'Leary and Pat Schiavone, P415 was just another assignment. To their bosses in Dearborn, though, P415—the internal codename for the 2009 Ford F-150—was almost certainly the Ford Motor Company's single most important new-model design and development program this decade. The F-150 is a phenomenon: More than 33 million have been sold since the nameplate was launched in 1948, and the F-Series has been America's best-selling truck for 31 years straight. Last year, one in three vehicles carrying the Blue Oval badge sold in America was an F-Series. On a world scale, the F-Series accounts for 13 percent of global Ford Motor Company sales—including Volvo, Jaguar, Land Rover, Mazda, the lot. This thing is a big deal in Dearborn.
