Whenever car design students tackle a project with as little direction as designing a "future eco-friendly automobile," you know that the designs will bear little resemblance to what's currently available. Still, when it's students from the Royal College of Art we're talking about, we should take note. After all, this is the same school that graduated the likes of Peter Horbury, Ian Callum, Martin Smith from Ford of Europe, Aston Martin's design director Marek Reichman and Peter Schreyer, Kia's current design head and the man behind the iconic shape of Audi's original TT.
The winner of the 2008 Pilkington Automotive Vehicle Design award was Pierre Sabas with his Airflow concept (shown above). Although the looks of the vehicle, with its entire exterior made from glass, are pretty far fetched, the in-wheel electric motors specified by the designer may have a future as many automakers are already exploring this idea for production. In contrast, Arturo Peralta Nogueras's concept uses non-existent "solid hologram technology" for the exterior along with an interior that evolves with its surroundings. We're sure that one's coming right around the corner. Thanks for the tip, Mike!
Back when it was virtually guaranteed 20% US market share, Ford would redesign its vehicles every five or more years. The Ford Ranger, Focus, and Crown Victoria changed even slower, with mostly only new lights and grilles. When competitive pressures started to put the Blue Oval into an anaconda death grip, that once guaranteed share began to shrink. To battle those competitive forces, Ford is looking to do a major redesign on its vehicles every three years from now on. Ford design director Peter Horbury told Automotive News that minor styling changes just aren't effective, and that future redesigns will include changes to everything but the doors, roof, and glass. That leaves bumpers, hoods, trunks, lights, quarter panels and front and rear facias as some of the items that can be refreshed in a much more timely fashion.
Horbury claims the Dearborn, MI automaker listened to the press with regard to styling changes, which emboldens us to ask for more. We'd like a twin-turbo four-pot Mustang, a plug-in euro Focus, a 40 mpg F-150, a seat on the board, and free Mondeos for all.
Click above for high-res gallery of our first drive of the 2009 Ford Flex
According to Peter Horbury, Ford's head of design in North America, the Blue Oval will be shortening the time frame between major styling changes for its models from five years to three. This move is part of a plan to reduce the need for large incentives to move older models that haven't had a major redesign in 4 - 5 years. Apparently, the company has not seen big sales jumps with its standard practice of giving older models minor facelifts. So, for instance, the Ford Flex, which is arriving to market as we speak, could see some major changes for its first makeover on which designers are already working. First seen in 2005 as the Fairlane concept, the Flex could be in danger of getting stale faster than other models. Considering that we just drove the new 2009 Ford Flex for the first time, already starting its next major restyling is a good sign that Ford's planning ahead these days.
Ford has seen its ups and downs when it comes to vehicle styling, but with immense competition around the world and in North America specifically, design disasters will hurt an automaker now more than ever before. Ford design director Peter Horbury leads Ford's North American design, so responsibility for both beauties and beasts will rest firmly on his English shoulders. We had the opportunity to spend some time with Horbury and learn more about his plans for both Ford and Lincoln, and as usual the eloquent designer didn't disappoint. Hit play on the video above to hear what Horbury had to say about future European Fords in the U.S., global design, and the future of Ford interiors.
How do you make a muscle car appear more fuel-efficient? According to Ford's North American design director, Peter Horbury, you make it look smaller. In an interview with Automotive News, Horbury said that the Mustang, "... is more suitable for the times than the [Dodge] Challenger and [Chevy] Camaro." By "times" we're assuming Horbury is implying that big muscle cars will become less popular due to rising fuel prices and that vehicles like the Challenger and Camaro will endure much of the same wrath that SUVs have garnered in the last few years.
While the Camaro concept is 1.4-inches shorter and 5.7-inches wider than the Mustang, the Challenger overshadows Ford's pony car in length by over ten inches. Whether those facts will have any effect on the buying public is open to debate, but appearances are just that, and a focus on weight reduction and more fuel-efficient drivetrains would seem to be a better solution than making the 2010 Mustang, which will share the same dimensions as the current model, appear to be the smarter choice.
Bringing his experience heading Lexus with him when he defected to Ford, Jim Farley's got his eye on some premium-Toyota style brand growth. Ford's past party line has been that the Lincoln nameplate is strictly for North American consumption, but Farley's been conferring with other Forders like Peter Horbury about taking Lincoln worldwide. Lexus is enjoying rapid growth in markets like Russia and Saudi Arabia, so it's not a new concept for Farley, and Horbury has previous global-brand experience, as well. Whether Ford intends on turning Lincoln into an American Lexus (whatever that might mean) isn't clear, but our domestic luxury marques sometimes enjoy a better reputation elsewhere – witness Buick's stature in China (Counterpoint: witness Cadillac's stature in Europe). The newly unveiled MKS is a good weapon to shoot across the globe, riding on a platform that originated at Volvo. We don't think Lincoln will swipe customers from Volvo, as they're likely different groups of buyers - so what it really may mean is more potential buyers to snap up Ford's production capacity.
During the Ford concept car ride at the Dearborn Development Center, Executive Director of Design for the Americas Peter Horbury was on hand to discuss Ford's design direction. Autoblog got to chat with the man who helped reinvent Volvo about what the design team was trying to achieve with this year's concepts.
Autoblog: We've got the three concepts from this year here today. Why don't you give us a little bit of an overview of what the design direction is with these vehicles and what you're trying to achieve this year.
Peter Horbury: Well obviously, three quite different vehicles, but I suppose one common thread is that they're all American in some way. The Airstream being the combined effort between two iconic brands of America, one that put America on the road and one that let them stay there, and the Airstream is sort of just looking back to those famous days when – pioneering days, and I think they very well matched brands that gave us a very successful concept. We got an inspiration from elsewhere, as well. If you look inside, the movie 2001 was very much inspirational in the design of the interior.
On the MKR here we have what will be the look of Lincoln in the future, and all the design cues on that are taken from various Lincolns in history but presented in a very modern way, it's not a retro design, but it reflects historic Lincolns from the 40s, 50s and the 60s, so that really was to show the direction of Lincoln design, for the next few vehicles anyway. On the Interceptor of course that really again American and it was a representation of the iconic sedans of the 60s, Ford Galaxie in particular, that's not repeating the design but just enough of the design cues from those cars of those days in a very modern representation. So it's America on the road from the Ford Motor Company and with the Lincoln showing the future of Lincoln.
Continue reading what Peter had to say about about the concepts after the jump.
Peter Horbury is responsible for the design strategy and execution of all Ford, Lincoln, and Mercury products in North America. At this year's Detroit Auto Show, one of the unquestioned stars on the floor was the stunning 400-horsepower Lincoln MKR. We sat down with Peter in Detroit to talk about the 4-door coupe and how it's going to influence Lincoln's designs over the long term. We also touched on the latest iterations of the Ford Five hundred and Focus and how he'll continue the progression toward a unified corporate look for the oval. Peter's very charming, and he's passionate about restoring the grandeur to the Lincoln brand. Based on the MKR, we'd say he's definitely got a handle on things. Read on and decide for yourselves. It starts below and continues after the jump.
Peter Horbury - Ford Executive Director of Design, North America North American International Auto Show January 8, 2007
Autoblog: Peter, thanks for sitting with us today. The MKR is obviously one of the big stars of the show this year, and there are several elements there that have generated a lot of conversation in the enthusiast community. Talk to us a little bit about what your approach was when you took on the MKR project.
Peter Horbury: Okay. Well, the MKR's here really to establish Lincoln's new DNA which we're actively pursuing in the studio now on production projects. So really, we could choose I suppose what type of car on which to demonstrate this, and of course 4-door coupes seem to be just the right, perfect car for Lincoln eventually. So this is what we've done; produced a car which carries Lincoln's new DNA but also a lot of the cues that Lincoln had from its past. And all of the design details or design cues that we're using will appear -- they're about to appear – on the new Lincolns very soon, and for the next few years. So here we are with all of them on one car.
We recently told you about Ford's not-so-earth-shattering announcement that shared platforms are the key to future success. Judging by your comments, this should have been the assumption rather than the proclamation. But a couple of you pointed out what could be the tragic flaw in this plan - badge engineering gone bad. Well, Peter Horbury, design chief for Ford, Lincoln and Mercury, has stepped up to assure us this won't be a problem if he has anything to say about it. And being in his position, he has a lot to say about it.
Although the marketing department seems to be capable of differentiating the various platform mates within the FoMoCo family, buyers aren't always as capable of discerning the differences. "The next step is to be independent in the areas you can see, touch and feel," said Horbury at a recent press event. Horbury added that the '08 Lincoln MKS sedan will be the best example of this separation. Although built on the same platform as the Ford Five Hundred the MKS exterior shares "not a single piece" with the Ford. "To be honest, the more differentiation we can create, the more we can build a stronger brand for Lincoln, which stands on its own," Horbury said. "It also helps to make the Fords look like something else, like something special."
Sounds good, and the results on the Zephyr/MKZ have been pretty favorable, but we'll have to wait and see. Lincoln seems to be focusing on styling touches from its glorious design past, but will it ring true with buyers?
Tuesday marks the launch of Ford Motor's "Bold Moves: The Future of Ford" online documentary series, which shows you "the inner workings of the automaker as it rebuilds its business in North America."
Ford plans a new episode every week through the rest of the year, starting with the series kick-off piece "Change or Die," described by Ford as "a probing look at the state of the auto industry and Ford's business in North America."
The mini-episodes are only three to five minutes long, but Ford promises to show us places the public has never seen before, including Ford exec's offices, design studios and assembly plants. They'll be a new episode every week throughout the remainder of 2006, according to Ford.
Stars of upcoming episodes include Peter Horbury, North America design chief, and Ford icon Carroll Shelby. The site also includes editorial written by automotive journalists such as Peter DeLorenzo, Mike Millikin (the founder of Green Car Congress) and Autoblog's own John Neff. Our fearless leader's musings will accompany a future episode on the site, so we'll let you know when it goes live.
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