Word: rulebound
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Dates: during 2000-2009
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...recently, with the exception of a new Mustang, an instant hit, Ford has failed to produce cars that have energized the market. Peter Horbury, the company's director of design and Volvo's former design chief, whom Ford brought to Detroit in 2004, was stunned by Ford Motor's rulebound ways. "I told the designers to just get on with what they were doing," he says, "and they looked at me terrified, like, What does that mean?" The designers were so used to following orders that Horbury needed first to develop with them a basic company design language before encouraging...
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