Filed under: Trends, Etc., Ford
J Mays set to overhaul Ford's global design
Rather than have disparate design wings flung across the globe, all speaking in a different tongue, Ford's tasking J Mays with teaching everyone the design equivalent of Esperanto. The new, unified, global design language will replace the "Kinetic Design" that Ford of Europe employs, as well as superseding the "Bold American" motif we get here in the United States. We're not likely to see the Edge pick up any Mondeo themes any time soon, but Mays is looking forward about six years to see the convergence come to fruition on a new generation of vehicles. Ford is looking inward, trying to divest some of the PAG largesse while simultaneously reinvigorating the core Ford brand. New, cohesive, and most of all exciting design is key to transforming Ford, and Mays will serve as overlord from his London base of operations. While you'd think that something as important as global design for such a huge automaker would be cloistered in the bowels Dearborn, Mays says that Alan Mulally is comfortable with him working remote. We think it will be good to have the design chief living abroad, able to take in a wider sampling of automotive fashion than what we can find here in the US. Besides, we're sure there's an XK in the Mays garage, ready to rip on down to Carnaby Street to study fashionistas in their natural habitat.
[Source: Automotive News - Sub. Req.]
Reader Comments (Page 1 of 2)
TriShield 9:06AM (11/06/2007)
Ford should be adopting kinetic design globally and completely phase out the 3-bar grille nonsense. If Ford's US lineup had the same offerings as Europe and Australia they would be in much better condition.
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David 11:24AM (11/06/2007)
Ford can't even get consensus in their domestic operations and they have never had unification their global operations. I doubt they will have much success with this initiative.
_Jon 9:06AM (11/06/2007)
I can't say that this is a good thing.
I'll take a wait-and-see approach here.
Yes, a lot of designs for Europe look great and would work well in the US. As would some of the Asian designs.
I am very much in favor of having shared platforms.
But I am concerned that Ford would focus too much on the "world" cars and forget that the majority of the profit-generating customers are in the US. Specifically, we make a boatload on trucks and SUV's and they are mostly a US-consumer product. Hence, they need to be designed for the US market.
I guess my hope is that this structure will create some flair and great design for models that can be global, but will allow for region-specific vehicles to be designed locally.
We've been burned by the Escort and Contour as "world" cars. I hope we don't flop again.
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Gregg 9:13AM (11/06/2007)
The Escort was not a true world car. The US version was different (and not as good) as the European one. The Contour was an anamoly. Ford should have known that dumpy design and tiny back seat wouldn't work here. The second and third generation Mondeos would have sold fine here, but by then Ford had moved on. The 1999 Focus was a successful world car. Did very well here for years. So it is all in the execution. Everyone everywhere wants good quality, stylish cars.
This J Mays stuff is more of the same. Every couple of years it seems, Ford is going to integrate its designs and make all Fords identifiable as a Ford. They start on a theme and never ever complete the transition. I will wait and see. Ford has good designers, but the designs often get too watered down. The Ford kinetic look is just fine. In six years time though, they will need another look to be competitive. So this sounds like talking to get something Ford in print. Drivel about nothing.
John 9:23AM (11/06/2007)
With the spectacular and cutting edge job he did on the 500 and Freestyle, I'm sure we can all be very excited about his stewardship of a global design language.
I've been far more impressed with what Peter Horbury has done with the initial work on Lincoln, etc. There is an elegance and interesting use of form that was completely lacking in the stuff Mays was credited with.
And who exactly birthed the new Navigator? I assumed it would look fine on the road, but....yikes! Not so much.
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nissanfreak87 9:25AM (11/06/2007)
J Mays is a great designer, and I'm glad to see him getting some more freedom. The global kinetic design language seems like a very good idea for brand identification and communication, two of the most important aspects of automotive design. As far as keeping American cars American, I don't think they're trying to change the Mustang or F series, those just wouldn't work with the kinetic style, and they're easily distinguished as Fords anyway, the least car-savvy person you know could tell you a Mustang or a F-150 was a Ford, some of their other cars, not so much.
I think this is a great idea to bring some excitement to the design of the American car line, and it could really give Ford the boost they need.
note: their cars still need work on their interiors, but the newest F-series interior is amazing!
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John P. 9:27AM (11/06/2007)
I'm not sure J. Mays is up to the task, but it's a good idea to have a global cohesive design strategy. Think about the parts sharing and economy of scale it would bring, along with a global "look" that becomes instantly recognizable as the Ford brand.
I believe Ford NA will always have it's Mustangs and F150's that will be specifically for it's home market, but there is no reason Ford, Lincoln, and Mercury shouldn't all be world brands that cater to the Lower End and Specialty Cars with Ford, mid price luxury Mercury, and upscale exclusive Lincoln. It just makes sense to me and it's been far too long in coming. Hopefully not too late.
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Devin 9:35AM (11/06/2007)
Why in the world would they get rid of kinetic design. Those ford cars look like a million dollars. I practically have an orgasm everytime I look at any of the new cars that Euro Ford gets. Why get rid of that?????
It seems like this decision came after Ford NA kept bitching about wanting to keep the dumb 3 bar grill theme, even tho the kenitic design is the obvious choice.
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nissanfreak87 9:48AM (11/06/2007)
from what I've read he's bringing the kinetic design to other markets, not getting rid of it
Jon 11:27AM (11/06/2007)
Knowing that the new Mondeo was going to appear in Casino Royale, Ford execs should have paid a visit to their local theater to gauge reactions. I overheard more than a few people taking notice of the car when it appeared on-screen, most saying something like "what the heck kind of Ford is THAT?!".
Hey, Dearborn: bring that thing over here as a Mercury. How difficult would that be?
Hulkster 9:39AM (11/06/2007)
He has been at Ford for a while now and hasn't done much to make their cars look any better. What makes anyone think he is going to turn things around in the design and styling aspect? I think he is trying to justify his job.
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Gardiner Westbound 9:55AM (11/06/2007)
Ford never gets it done. Before it can do it, Ford is talking about a new plan.
Putting all your eggs into one basket is hardly ever a good idea. Drop the basket and you have an omelette.
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berne1 10:08AM (11/06/2007)
I thought that when they originally brought in J "Tracing Paper" Mays years ago, he was supposed to change Ford design. All he's really done is copy existing designs thus far. Why should we think anything will change this time?
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meshies 2:48PM (11/06/2007)
^ Yes, thats exactly what I'm afraid of....
AlfaMike 10:16AM (11/06/2007)
I thought they were going to do this years ago. Go ahead and fix Ford design Mr Mays - what are you waiting for, a sign from god? The Apocalypse? Stop posing for dramatic underlit photos and do it already. Sheesh. The guy hasn't done anything creative since the new Beetle or the Thunderbird.
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frank 10:23AM (11/06/2007)
With the 500 design and the three bar grill on everything, J Mays shouldn't be in charge of anything. I have yet to see an original idea on anything he's touched.
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SM 10:30AM (11/06/2007)
Forget about design.
Give us the Interceptor.
Fix the front end, and i'll buy one. Keep the hood flat, add side drops to the hood, fix the face, kill the three bars.
Don't touch the rear end.
And change the logo. No more blue oval, just script.
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brokenman 11:02AM (11/06/2007)
I can,t believe he is still there.He hides out in Europe while the company tanks.He was supposed to channe Fords design 10 years ago.He has done nothing.He can blame everyone else but it comes down to him and he has nothing to show for it.All the good designers that started when he did have left.And are doing great at their new companies.There are some talented people in Dearborn who are wasting away in the political hell.He could have done somthing but cares too much about his inflated ego to do anything else.
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RG 11:04AM (11/06/2007)
You know what Ford, I am going to be honest here. I am sick of the crap. I am sick of the press releases, sick of the buzz phrases, and sick of the whole "global" mentality that you spew around every corner.
You want to talk global?
Where is the Mondeo
Where is the Focus
Where is the Falcon
Where are all these cars? It seems everywhere but here. Europe and Australia get fresh body styles, new chassis, etc. What do we get? The dust blown off of an old name and slapped on a piece of crap.
And its not like we dont want or arent interested in what they are selling elsewhere.
They sell the Fusion/500 here which the Mondeo could easily replace
They sell the old outdated Focus here
The success of the 300/Charger twins have shown that if done properly, a RWD V8 sedan could also work here.
Why dont we get them here? Because at the end of the day, after all the press releases and global design language, its all about money. Money Ford doesn't want to spend. They thought they could coast on the old Focus platform, they thought they could regurgitate the Mazda 6 platform, and if they think they can do that, thats fine.
But do NOT sell yourself as a global company, you are simply a company that is trying every trick and trying to cut every corner to get into the black.
Whew, I'm done.
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Mallory 11:09AM (11/06/2007)
Sorry, Ford should have done this ten years ago. If it's going to be six years from now before Ford gets competitive designs then that may be too little too late.
What was Mays doing six years ago to prepare for today? Overseeing the design of the Five Hundred, the Fusion and the Focus? And what about Lincoln? It's not quality that's killing Ford, it's design, yet from the Flex to the Intruder there's just nothing compelling coming out of Ford for the foreseeable future.
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