(autoinsidernews) вЂ" Ford CEO Alan Mulally has a vision of One Ford, and part of that vision is to develop a global design theme for the next-generation of Ford vehicles.
The plan is to develop a design language that will be instantly recognized as Ford and appeal to both American and European consumers. Ford's North American and European design chiefs, Peter Horbury and Martin Smith, respectively, are working to design a common design language eventually to replace Ford North America's modern styling language with its three-bar grille, and Ford of Europe's kinetic design language.
We feel we'll be able to get to a common design language that's bold, as it should be for the American market, and is absolutely applicable to the European market as well, said J Mays, Ford Motor's group vice president of design. Mays said that when the new design language is complete, you should be able to get off a plane anywhere in the world and say, Oh, yeah, there's a Ford.'
The biggest challenge facing Ford in the development of a global design language is to satisfy more than the middle. As Horbury puts it, The critical thing is to not design a car that would only sell in the middle of the Atlantic Ocean.
While Ford is working towards a global design theme, don't expect Ford-brand cars to be identical in every market. Ford's global product chief Derrick Kuzak said that the automaker's vehicles will continue to be customized to each regional market, with mildly restyled front ends, including unique grilles, and suspension settings appropriate for local roads and driver expectations, reports Trend.