As Ford celebrates its centenary, Andy Wells caught up with Todd Willing, the head of Ford’s global design team.
In the podcast audio and text below Todd shares his remarkable journey from a work experience student in Melbourne to leading the design of iconic Ford vehicles worldwide, the diverse nature of vehicle design and some of Todd’s key moments in his 22-year career that led him to his current role.
Transcription below.
Andy
Well, today I have the incredible privilege of speaking with Todd Willing, the head of Ford’s global design team. Now, Todd’s journey is a true Australian success story, taking him from a work experience program in Melbourne to leading the design of iconic vehicles worldwide. On that note, Todd, thanks so much for joining me.
Todd
It’s my pleasure.
Andy
Firstly, let’s talk job description. If I’m working in vehicle design, what does my job description look like?
Todd
Uh, well, it’s quite far-reaching. You have to consider a lot of things. And really critically understanding who you’re talking to, who you’re designing for, how you can improve products, or even create new ones that, you know, convenience them in the future. So it’s a, it’s a pretty diverse role and it, it really does start with, uh, knowing who you’re serving.
Andy
Now, you’ve been doing this for a long time. We have to acknowledge that. Um, I think it’s safe to say that most people don’t end up having a career in the industry that they did work experience in, and become successful on a global level. So, did you always know that you wanted to work in, in this area?
Todd
When I actually discovered it, I didn’t really know much about vehicle design. I grew up around cars and loved them. I was fanatical about them. My dad had a garage, uh, growing up, so I kinda knew how things were pieced together but didn’t know how they were created. And like all high school kids in Australia, it came time to consider a work placement, and quite often it, it can be something mundane. But by sort of circumstance, a childhood friend of my father’s worked at Ford as a product planner. And, you know, I was always drawing cars, so I gave him a phone call and said, “What would it take to, um, get exposure to the design process?” And he asked me to send some of my work into Ford, and then a couple of weeks later, I received a letter inviting me to join them in the studio for a couple of weeks. And, you know, once I had that experience, you know, that was my direction set. I fell in love with it and, you know, been at it ever since.
Andy
So, going back to the start. That, that, I guess that moment there at the Ford Design Studio in Melbourne, what was happening there at the time?
Todd
Well, a few things. It was primarily the Falcon Design Studio, as you could imagine. Uh, that was the staple product back then. Uh, it predated SUVs and Territory, of course, which came along later. Uh, there was some other Asia-Pacific regional work that was going on there. Sort of it was the back end of the Laser program work, and there were some bits and pieces for the region that the studio was doing. But when we started to consider the pickup space and Ranger in particular, the studio and the engineering capability of Ford of Australia really grew into that.
Andy
So now you’ve been working with Ford for now 22 years, and now you’re based in Michigan in the US. So, what were some of the key moments for you that sort of laid out that pathway?
Todd
Uh, the first role that I had actually in Ford of Australia was to work on the previous platform for Ranger, so it was the J97 program. It was way, way back. But then it’s the nature of Ford that, being a global company, that opportunities present themselves. And I was then given the chance to go to Germany on a foreign service assignment, and then that led to a back-to-back assignment, essentially, in the UK. So I was in England for three years after that, then returned to Australia, and I had a further assignment in Michigan between 2012 and ’14 before returning back to lead the Asia-Pacific region, at the time, it’s now IMG Market. And then finally, my current location, back to Detroit in 2019, so I’ve been there since then. So, really just consistent opportunity and grabbing them with, with both hands really, and getting the chance to work with diverse teams and, and talents, you know, all around the world has, has been, uh, kind of a formative part of my development.
Andy
And s- speaking of sort of, uh, development, did working in those studios in Japan and Germany have much of an influence on your design work?
Todd
Any opportunity to get exposure to different cultures and regions and markets and… that a-a-always has an influence on, you know, essentially being a more rounded designer. And, you know, some markets are ahead of others with certain aspects, that certain things appeal in different markets. So yeah, absolutely. Getting exposure to all of those factors has a net worth.
Andy
Speaking of those different appeals, I think for me, uh, one of the greatest appeals of any vehicle is the, the technology inside. It’s getting better and better. Vehicles are getting smarter, uh, perhaps arguably safer with amazing driver assist and other safety and connectivity features. So, what for you would be the standout smart feature or technological feature that you would like to see in every vehicle in the future?
Todd
Well, anything that enhances safety is really adding great value to products. And more and more, we’re considering experiences. So, you know, beyond just traveling from A to B, but really digitally augmented experiences in and around the vehicle are making the experience of vehicle ownership, uh, you know, more pleasurable, more convenient, and safer.
Andy
One vehicle in particular that I wanted to ask you about is the Ford Ranger. Now, I mentioned before the interview, I have driven a couple of Raptors over the years, but next year you’ve got the Ranger Super Duty rolling in. It’s looking pretty heavy duty. Perhaps, I don’t know, I feel like it’s almost designed and built for Australian conditions?
Todd
Well, absolutely. I mean, the history of the pickup, as you know, originated back in 1934 with that letter to Ford from a farmer’s wife, and it’s, you know, evolved from there. And the Super Duty is an extension of that development over time. It’s really the ultimate in terms of performance and support of work. And, uh, you know, it really comes out of a deep understanding of how people use our vehicles, and in some cases, observation of where they’ve, you know, tried to extend the performance through modification that we’re giving it to them in a base vehicle product, which is super exciting.
Andy
So who is jumping behind the wheel of the, the Super Duty and, and what’s, what are they gonna love?
Todd
Uh, well, it’s people that have extended needs. So, they may need to tow heavier loads or they may need to go further off-road, you know, to get to the work site or to the campsite. They may be adventurers doing overlanding treks with off-road caravans. It’s, it’s all of those sorts of people that will find the capabilities of the F Super Duty immensely appealing.
Andy
Sounds pretty impressive. Uh, well, Todd, it has been a pleasure talking today. Uh, I’ve gotta say once again, congratulations on your remarkable career to date, that we’ve, we’ve just very briefly, uh, touched on some highlights there. And of course, all the best for future designs.
Todd
Thank you so much for your time.
