Ford's new design identity: The European look is dead
#1
Ford's new design identity: The European look is dead
Ford's new design identity: The European look is dead - - Uninspiring Five Hundred was turning point - - Lindsay Chappell - - Source: Automotive News
DETROIT - After years of struggling with vehicle designs that communicated a fuzzy brand identity, Ford Division is quickly rolling out a new signature look.
The new style abandons Ford's late-1990s desire to capture the European panache of Volkswagens and Audis. Instead, it embraces a simpler American look that borrows from the automaker's iconic - and big-selling - Mustang.
Two vehicles unveiled at last week's North American International Auto Show in Detroit, the Edge crossover and the sporty Reflex concept car, both bear the new brand markings.
The same design cues, referred to internally at Ford Motor Co. as Modern Styling, already exist on the Ford Fusion, which went on sale last year. They will be applied where feasible to existing Ford products, such as the Escape SUV, as well as to new models, such as the upcoming re-engineered and restyled F-250 pickup.
Borrowing from Mustang
Modern Styling includes a three-bar chrome grille, a slightly arched "power dome" hood, broad shoulders and an absence of side lines, such as creases and trim. Together, the elements create what Peter Horbury, Ford Motor's executive director of North American design, calls "the clean look of Ford cars" from the 1960s.
Other brandwide cues include four-piece quad headlights and dual exhaust pipes to recall the muscle car look of the Mustang.
"Ford is undergoing a design renaissance," says Paul Carrannanto, a principal with A.T. Kearney Inc.'s automotive practice in Southfield, Mich. "They've suffered from a lack of identity since the 1990s. You can see it in the Ford Five Hundred.
"I'm sure it's a great car, but they clearly benchmarked the Europeans for that look, and now it just doesn't say anything."
Horbury acknowledges the Five Hundred as the brand's turning point.
"No more European," pronounces Horbury, an Englishman who ran Volvo Car Corp.'s global studios for more than a decade. "The Five Hundred was not a success."
Horbury was recruited to his current Ford post two years ago to help sharpen Ford's North American identity. He says the new designs are intended to recapture what U.S. consumers associated with Ford a generation ago.
"If there's a change, it's that we've stopped trying to be global in our design," Horbury said during the show. "Bold American design is something that's ours to use. It's not European.
"It comes from what we see as a desire by Americans to buy American."
Goodbye, Audi
Ford actually surprised itself with the unveiling of the retro 427 concept car in 2003. The reaction proved so positive that Ford immediately transferred its cues onto the Fusion, then in development.
"The front of the Fusion was different three years ago," Horbury said during last week's Detroit show. "It was European. Now it's open and friendly. It says, 'Hi, I'm Dave. I'm American.'
"A Ford is a Ford and an Audi is an Audi," he says. "Germans just do German cars better than we can."
Kearney's Carrannanto says such a design upheaval could benefit Ford in the showroom.
Kearney completed a study last year that linked bold design with brand share growth. According to the study, brands such as BMW, Nissan and Chrysler that have executed bolder stylings have increased sales, while brands without bold styling - notably Ford and Chevrolet - have not.
The new style abandons Ford's late-1990s desire to capture the European panache of Volkswagens and Audis. Instead, it embraces a simpler American look that borrows from the automaker's iconic - and big-selling - Mustang.
Two vehicles unveiled at last week's North American International Auto Show in Detroit, the Edge crossover and the sporty Reflex concept car, both bear the new brand markings.
The same design cues, referred to internally at Ford Motor Co. as Modern Styling, already exist on the Ford Fusion, which went on sale last year. They will be applied where feasible to existing Ford products, such as the Escape SUV, as well as to new models, such as the upcoming re-engineered and restyled F-250 pickup.
Borrowing from Mustang
Modern Styling includes a three-bar chrome grille, a slightly arched "power dome" hood, broad shoulders and an absence of side lines, such as creases and trim. Together, the elements create what Peter Horbury, Ford Motor's executive director of North American design, calls "the clean look of Ford cars" from the 1960s.
Other brandwide cues include four-piece quad headlights and dual exhaust pipes to recall the muscle car look of the Mustang.
"Ford is undergoing a design renaissance," says Paul Carrannanto, a principal with A.T. Kearney Inc.'s automotive practice in Southfield, Mich. "They've suffered from a lack of identity since the 1990s. You can see it in the Ford Five Hundred.
"I'm sure it's a great car, but they clearly benchmarked the Europeans for that look, and now it just doesn't say anything."
Horbury acknowledges the Five Hundred as the brand's turning point.
"No more European," pronounces Horbury, an Englishman who ran Volvo Car Corp.'s global studios for more than a decade. "The Five Hundred was not a success."
Horbury was recruited to his current Ford post two years ago to help sharpen Ford's North American identity. He says the new designs are intended to recapture what U.S. consumers associated with Ford a generation ago.
"If there's a change, it's that we've stopped trying to be global in our design," Horbury said during the show. "Bold American design is something that's ours to use. It's not European.
"It comes from what we see as a desire by Americans to buy American."
Goodbye, Audi
Ford actually surprised itself with the unveiling of the retro 427 concept car in 2003. The reaction proved so positive that Ford immediately transferred its cues onto the Fusion, then in development.
"The front of the Fusion was different three years ago," Horbury said during last week's Detroit show. "It was European. Now it's open and friendly. It says, 'Hi, I'm Dave. I'm American.'
"A Ford is a Ford and an Audi is an Audi," he says. "Germans just do German cars better than we can."
Kearney's Carrannanto says such a design upheaval could benefit Ford in the showroom.
Kearney completed a study last year that linked bold design with brand share growth. According to the study, brands such as BMW, Nissan and Chrysler that have executed bolder stylings have increased sales, while brands without bold styling - notably Ford and Chevrolet - have not.
#2
^ Yeah... I'm happy that Ford's developed it's own identity (finally). Like Caddy, whether you like the looks or not, you'll know a Ford when you see one (like the Fusion and Edge). As far as European cars go, there's plenty of room for them here. Bring them over as Mercurys (Mondeo, anyone?). That will be a look very different from Lincoln's new look, and that's a good thing.
#4
i've seen a couple mondeo's and they actually look GOOD compared to the crap that Ford puts out currently.
I think the only euro-looking car we've had in the U.S. is the focus...only reason being that it's a hatchback.
I think the only euro-looking car we've had in the U.S. is the focus...only reason being that it's a hatchback.
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#8
Originally Posted by Belzebutt
What is a "European" Ford look? I fail to see how the bland look of the Five Hundred qualifies as "European"... any other examples?
#9
"No more European," pronounces Horbury, an Englishman who ran Volvo Car Corp.'s global studios for more than a decade. "The Five Hundred was not a success."
Last edited by agui; 01-16-2006 at 04:08 PM.
#10
Originally Posted by Belzebutt
What is a "European" Ford look? I fail to see how the bland look of the Five Hundred qualifies as "European"... any other examples?
#14
LOL. I see absolutely no visible resemblance between Ford and any Euro car, at least here in America....Europe may be different. The Fords of late have just been ugly POS here in the US. And no, I don't even like the retro look of the new mustang. I hate it, actually.
#15
Originally Posted by charliemike
Better looking than any car Ford has on sale or planned ...
And European styling is dead? How about Ford of America is run by idiots?
#17
I wish I had the fortune to meet someone in charge at FoMoCo of America so I could tell them that I will not buy a car from them at any price if they continue to produce shit based on feedback from Homer Simpson focus groups.
#18
Originally Posted by charliemike
I wish I had the fortune to meet someone in charge at FoMoCo of America so I could tell them that I will not buy a car from them at any price if they continue to produce shit based on feedback from Homer Simpson focus groups.
The layoffs will be announced next week.
#19
Originally Posted by LuvMyTSX
And no, I don't even like the retro look of the new mustang. I hate it, actually.
IMO - the whole retro thing is being overdone period.
Perhaps because I'm not old enough to have fond memories of musclecars of yore...but then again that's just my
#20
Originally Posted by PistonFan
IMO - the whole retro thing is being overdone period.
Perhaps because I'm not old enough to have fond memories of musclecars of yore...but then again that's just my
Perhaps because I'm not old enough to have fond memories of musclecars of yore...but then again that's just my
That's a mistake.
#21
Originally Posted by charliemike
If it's done right, it's not a bad thing. I like the Mustang in theory but there are just some execution mistakes ... For example, that car needs the concept's 20s to look proportional.
That's a mistake.
That's a mistake.
The European Fords look dated and bland IMO. Ford's 427 Concept a few years ago was amazing looking and I am happy that they are building off it.
#22
Originally Posted by PistonFan
IMO - the whole retro thing is being overdone period.
Perhaps because I'm not old enough to have fond memories of musclecars of yore...but then again that's just my
Perhaps because I'm not old enough to have fond memories of musclecars of yore...but then again that's just my
Besides, you can only milk "retro" for so long before people get sick of it too. Then in 30 years you can start milking the "re-retro", if those car makers are still around.
#23
What I know is that back in the old days when the Ford Escort was still around, the American Escort and European Escort were vastly different. The European Escort looked like a beauty, but the American Escort looked like crap.
The European had the Escort XR3i and the Sierra XR4i high-performance derivatives which were selling like hotcakes in Europe. All we got was the extremely ugly-looking US-version Merkur XR4Ti which was, of course, dead in the water.
Looks like Ford is going back and forth with the European connection, and is getting no where.
The European had the Escort XR3i and the Sierra XR4i high-performance derivatives which were selling like hotcakes in Europe. All we got was the extremely ugly-looking US-version Merkur XR4Ti which was, of course, dead in the water.
Looks like Ford is going back and forth with the European connection, and is getting no where.
#24
Originally Posted by PistonFan
IMO - the whole retro thing is being overdone period.
Perhaps because I'm not old enough to have fond memories of musclecars of yore...but then again that's just my
Perhaps because I'm not old enough to have fond memories of musclecars of yore...but then again that's just my
Exactly, I keep seeing it everywhere and I just can't stand it. It's all over the place...Chrysler PT Cruiser, Dodge Durango, Dodge Charger, Ford Mustang...the list goes on and on. I really hope they wake up and stop doing the retro thing cuz it totally sucks IMO. I want some NEW designs, dammit!! Be creative for pete's sake!!
#25
I guess really no-one can do anything but speculate until we actually see some of the new "Bold American design" vehicles.
I think it's a great idea, however I'll wait to form an opinion... Once I see the goods I make one then.
I think it's a great idea, however I'll wait to form an opinion... Once I see the goods I make one then.
#26
Originally Posted by LuvMyTSX
Exactly, I keep seeing it everywhere and I just can't stand it. It's all over the place...Chrysler PT Cruiser, Dodge Durango, Dodge Charger, Ford Mustang...the list goes on and on. I really hope they wake up and stop doing the retro thing cuz it totally sucks IMO. I want some NEW designs, dammit!! Be creative for pete's sake!!
umm!?!? these are all new designs.
Chrysler 300
Chrysler Crossfire
Dodge Magnum
Pontiac Soltice
... I could keep going...
The mustang has heritage, maybe you don't like "the retro thing" but it's selling like hot cakes.
And NONE of the cars above are "the retro thing". Granted the Chrsyler 300 has a past back in the 60's it looks NOTHING like that current one.
Why not bring back some of the street warriors during the HP wars that are going on now. They WILL sell.
That Dodge Challenger is BEAUTIFUL! While they brought those back Chrysler/Dodge has come out with a lot of innovate vehicles, I listed a few above.
And the "Dodge Durango" is a new vehicle. It's not a "the retro thing". In fact it's debut was 1998 I believe.
#27
Originally Posted by LuvMyTSX
Exactly, I keep seeing it everywhere and I just can't stand it. It's all over the place...Chrysler PT Cruiser, Dodge Durango, Dodge Charger, Ford Mustang...the list goes on and on. I really hope they wake up and stop doing the retro thing cuz it totally sucks IMO. I want some NEW designs, dammit!! Be creative for pete's sake!!
-S2000
-Z3
-350Z
-Various Jag's
-FJ Cruiser
#28
Originally Posted by Maximized
There are a ton of modern renditions of older classics. It just isn't a American thing, lots of Imports use retro engineering/design cues. Some of the ones that pop into my head:
-S2000
-Z3
-350Z
-Various Jag's
-FJ Cruiser
-S2000
-Z3
-350Z
-Various Jag's
-FJ Cruiser
Exactly, and for some it's precisely why they buy a Jaguar.
Some people are just impossible to please.
#29
Originally Posted by Maximized
There are a ton of modern renditions of older classics. It just isn't a American thing, lots of Imports use retro engineering/design cues. Some of the ones that pop into my head:
-S2000
-Z3
-350Z
-Various Jag's
-FJ Cruiser
-S2000
-Z3
-350Z
-Various Jag's
-FJ Cruiser
The closest thing to the American retro fad would be that 4x4 Toyota concept, but that's just a concept. Jaguars have always looked like Jaguars, so it's hard to call it a "fad".
#32
Originally Posted by Belzebutt
None of these are mainstream cars, and I also fail to see the retro in the S2000 and Z3, or even the 350Z.
The closest thing to the American retro fad would be that 4x4 Toyota concept, but that's just a concept. Jaguars have always looked like Jaguars, so it's hard to call it a "fad".
The closest thing to the American retro fad would be that 4x4 Toyota concept, but that's just a concept. Jaguars have always looked like Jaguars, so it's hard to call it a "fad".
#33
Actually, the Dodge Durango has some retro cues in it, heard it on the news.
Guess it's just me, but I'm getting bored with the designs of most of these new cars. I want something smaller, but not tiny, and not a huge boat like the 300 and most Chryslers & Dodges. I don't feel like I have many choices considering what I want in a car.
Guess it's just me, but I'm getting bored with the designs of most of these new cars. I want something smaller, but not tiny, and not a huge boat like the 300 and most Chryslers & Dodges. I don't feel like I have many choices considering what I want in a car.
#34
Originally Posted by Yumchah
Howabout a NA release of the FPV F6 Typhoon...?
That car would be the one Ford I'd definitely go nuts for...
That car would be the one Ford I'd definitely go nuts for...
That is unreal!
To the topic at hand, maybe they should stop ,making half ass attempts at making cars looking european. It is like the manage to take all the bad points and put them into their cars and then can't figure out why no one likes em.
The 500 wasn't bad per se, but the engine was barely adequate. The interior is boring (being better than before doesn't make good enough). You have to come out with all guns blazing right out of the block. That is what the foriegn comapanies do.
#36
Originally Posted by Maximized
That's because you don't know enough about cars to notice it. The S2K uses cues from the S500, the Z3 from the 507, and the 350Z uses some elements from the Datsun 240.
BMW example:
Z3 = modern
Z8 = retro
Last edited by Belzebutt; 01-19-2006 at 02:51 PM.
#38
Originally Posted by Belzebutt
There's a difference between using cues and making the whole thing retro. The S2000 and the Mustang don't compare at all in retro-ness! For the 350Z to be comparable to some of the US retro cars, it would have to have round headlights or something else that clearly evokes the old style.
BMW example:
Z3 = modern
Z8 = retro
BMW example:
Z3 = modern
Z8 = retro
#39
Originally Posted by Maximized
Look at a S500 and tell me that the S2000 isn't retro...
The S2000 isn't retro.
The only thing it has in common is that it's a roadster. Unlike on the Mustang, neither the headlights, the grille, the hoodline, the bumpers, taillights, wheels, blinkers etc. look like they're from the S500.
#40
Now:
This is a retro car. I has the rounded headlights on the ends of cylindrical front... hood sides (whatever you call that), and more importantly the front of the hood/grille inches forward as it rises from the ground, unlike modern cars like the S2000 where the lowest part of the front spoiler is typically the most "frontward" part of the car. Basically it's more "pill-shaped" which gives it a clear retro look.
The Mustang also uses related retro cues, for example the front of the hood edges forward unlike on any modern design. And many design elements are taken right off of the old style Mustangs. It uses many square edges, unlike the S2000.
This is a retro car. I has the rounded headlights on the ends of cylindrical front... hood sides (whatever you call that), and more importantly the front of the hood/grille inches forward as it rises from the ground, unlike modern cars like the S2000 where the lowest part of the front spoiler is typically the most "frontward" part of the car. Basically it's more "pill-shaped" which gives it a clear retro look.
The Mustang also uses related retro cues, for example the front of the hood edges forward unlike on any modern design. And many design elements are taken right off of the old style Mustangs. It uses many square edges, unlike the S2000.