Mays: Ford's single global design language will debut in six years
It's been no secret that part of Ford's turnaround plan (or we calling it Bold Moves anymore?) is to reunite its North American and European operations with more platform sharing and a common design language. With product life cycles being as long as they are in this industry, none of that will happen overnight. In fact, J Mays, Ford's group vice president of design and chief creative officer, told Automotive News that a single uniting global design language for both sides of the pond will be ready in about six years. The main stumbling block is that Ford vehicles in North American and those sold in Europe have successfully established their own recognizable and well-liked design themes. It's called "Kinetic design" in Europe where the best example can be found in the new Mondeo, and "Bold American" in the U.S. where it manifests itself in the form of the three-bar chrome grille.
We've heard from inside sources that there's also a clash of personalities involved here between Ford of Europe's chief designer, Martin Smith, and Peter Horbury who heads up design for Ford in the U.S. Establishing a single visual language for Fords sold on both sides of the pond hinges on these two working together, which we've heard is progressing albeit slowly. Mays tells AN, "I'm so pleased with the professional approach that Peter Horbury and Martin [Smith] have taken on driving us to the right answer," but we assume he has to say that, so take it with a grain of salt.
Now that Aston Martin is gone and Jaguar and Land Rover are on their way out, Mays has time once again to delve deeper into the designs of each brand over which he has dominion. Hopefully the hands on approach will keep Martin and Horbury motivated with the end result being some fantastic Ford designs in a half dozen years.
[Source: Automotive News, sub. req'd]
Reader Comments (Page 1 of 3)
Chaz 7:08PM (11/12/2007)
With luck, the 2012 Ford design language will be more Kinetic than "bold"
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FreeSpeech 8:00PM (11/12/2007)
John Neff is such an import-lovin' ass.
All of his articles are as credible as Al Gore!
Chaz 8:16PM (11/12/2007)
that's neither here nor there, as we're talking about domestic nameplates either way. I'm saying that Kinetic language Fords all look better than their BOweLD MOVES equivalents.
freespeech 8:22PM (11/12/2007)
Maybe so...when it comes to small cars.
I don't want to see a "Kinetic" F-150.
Chaz 8:25PM (11/12/2007)
fair enough, but I don't think there was ever a threat of that. The F-150 (and the Super Duty) are doing fine. This is just for the cars. I'm all for proper trucky trucks. I hope they continue making the Ranger as it fills a segment everyone else has abandoned. And I feel like the F-150 is one of the nicest trucks out there (better than Titan, IMHO). That doesn't change the fact that the cars need a total rehash, stat.
freespeech 8:35PM (11/12/2007)
Fair enough. However, Manufacturers want a single uniformed look to the model line. If this decision was that easy then it would have been made years ago.
People will be unhappy either way. Especially if the F-Series and Mustang get the "Kinetic" treatment
CastleCharles 10:25PM (11/12/2007)
with luck, and IT WILL take Luck, Ford will still be around in 2012. I predicted 3 years ago that Ford would be bought out by an asian Co, or bankers by 2010. Either one is more than possible at this point. They had years to fix this thing, and did NOT.
k.w.a 8:47AM (11/13/2007)
even though half the time i don't know what the hell Ford US designers were thinking, I highly doubt the mustang or the f-series will be given european looks. Thatll be career suicide.
Fortuanately, even Ford knows how to NOT screw up the Mustang and the F-series
naggs 1:03PM (11/13/2007)
3 bar for trucks
kinetic for cars
mustang has is seperate from anything else ford makes
Tryston 5:11PM (11/13/2007)
I am affraid its more of a ego problem. As any artist, they all claim their design is better. If the american designers are claiming that Ford has well established Bold design - then they are clearly lying. Well Established? when did they start with 3 bar design - like half hour ago?
It needs to be somebody from outside of design department to make a clear decision. Mullaly needs to step in - keep Bold design on Trucks (let the Americans design them, and let the Europeans design cars. (this way everybody will do what they are better at) If somebody objects - fire them. No more pampering, Ford can't afford that.
Bennet Pullen 7:21PM (11/12/2007)
This should be an easy argument to solve...
Put a Fusion and a Mondeo side by side and see which people like more. I don't think the Mondeo would have any competition.
Then do the same thing with the new US Focus and the new Euro Focus. That's not even slightly fair.
If that's still not enough try putting the Edge up against the new Kuga. This one is closer but I bet the Kuga would win out...
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zamafir 7:31PM (11/12/2007)
I'm in 100% agreement. Why does there need to be any fusion (PUN) between the euro and american design langage, we all realize the american products look like uninspired trash, all of the automotive press realizes this as well, as do all of fords domestic and foreign customers. Kill the US design, drop the three bar grill, i don't care how much Ford was swindled by it's 'designer', just bring the Euro styling over, ala satarn.
compy386 7:38PM (11/12/2007)
I completely disagree with that. While I like the European designs more, most Americans don't. I've shown pictures of the Mondeo around and people don't like it. I personally don't understand, but they don't. Just look at the Edge. What other redeeming quality does it have? It drives like crap compared to the Mazda equivalents. Yet it's outselling all its competitors. Purely on image. In fact it's one of the best applications of the three bar grill I've seen. The issue is products like the Taurus and Focus dilute what's otherwise good design. Those two vehicles are both after thoughts. Designed outright the Fusion and Edge are remarkable vehicles.
Ethan 8:15PM (11/15/2007)
I like the Fusion better. A little kinetics in there wouldn't hurt, though.
Craig 8:01PM (11/12/2007)
And herein lies the problem. You think Mays realistically has 6 years? Is Ford insane? Their product line needs some significant refreshening given the brand confusion/convulsions surrounding their current offerings.
I'm a Ford fan, have owned Fords for most of my life and I for one look at the domestic landscape and wonder when they'll ever get it.
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RealityCheck 7:37PM (11/12/2007)
The 3 bar grill is shall I say great on suv's and truck but ugly on cars..... Why do I want a car with a truck front. But I guess I must be wrong since all of your new cars are selling so well! Who was dumb enough to do this in the first place? Or did your compitition show it to you...... Idiots
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RobZ4 7:35PM (11/12/2007)
I think Ford can save a lot of money by getting rid of the " Bold American " designer and concentrating on the european "Kinetic" design studio. Is like killing 2 birds with one stone... they save money and make more attractive cars.
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doug 7:37PM (11/12/2007)
Ok, so let me get this straight. 6 years.... The US Focus is on an 8 year old chassis and just got a minimal redesign. The Euro Focus is 1/2 way thru its life cycle. Are we stuck with the "new" US Focus for that long?! Or will there be another interim design?
Same with the Fusion, 1/2 way thru its lifecycle while the Mondeo is just getting started. Does the Fusion have to wait 5-6 more years on this chassis before being combined with Mondeo, or do we get an interim redesign (not the '09 refresh) while we wait?
Same with the Escape and the Kuga.
So we will get the new Verve together, then the next gen will debut the new style. Yikes, Ford's gonna be a mess style-wise for years to come
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AlfaMike 8:25PM (11/12/2007)
I agree, the 6 year argument does not make any sense. How long did it take Carlos Ghosn to introduce new designs at Nissan and get the new Altima, Murano and 350 Z out? A lot less than 6 years, more like 2. Ghosn took Nissan from a mess to hugely profitable in 4 years.
And these jokers at Ford are saying it will take 6 years to bring their design language into some sort of coherent synthesis? BS. The problem at Ford is they lack a powerful central figure to really focus the company and bring about the needed change, they lack a "Ghosn".
Horbury for one should be kicked to the curb. He's done nothing for Jaguar design in the past 5 years exept let it rot. I think the biggest change he's made of late was to introduce chrome strips to the rear trunk lids. What a joke.
doug 9:59PM (11/12/2007)
I agree with the Nissan analogy, however, given the speed of the product rollout, you know some of that was started before he got there. I will say that once in, he knew what he wanted and said "get it done." I don't see that at Ford. I see alot of analysis from someone unfamiliar with the business being informed by the same people who let Ford rot in the first place. I wish Fields, Mays et al were pushed to the curb. These lemmings let Bill Ford steer Ford into the ditch without a peep, yet now they are big team players ready to lead the charge. Where the hell were they in the late 90's early 2000's???