Ford reveals new styling DNA with Evos concept

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3 Nov 2010
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ROCHESTER, Mich. -- The next generation of the Ford brand's global cars will be given a more premium appearance.

The evolution of Ford kinetic design language will be shown next month at the Frankfurt motor show on the Evos concept car.

While the car will look more premium, pricing will continue to stress value, said J Mays, the automaker's global design chief.

Mays said the first production car to adopt the new styling cues will be unveiled in four months, presumably at the Detroit auto show.

"We have a new generation of customers around the world and they are fascinated with technology which we happen to be working on quite a lot," said Mays, who spoke last week at an embargoed press event.

"They also have an insatiable appetite for premium design. And by premium I don't just mean expensive design but vehicles and products that look premium."

The Evos concept has four gullwing doors, and it is about the length of a Focus and the width of a Fusion. The concept has a plug-in hybrid powertrain. The Evos' stylng cues will not appear on the Mustang or the F-150 which are regional vehicles, he said.

Mays said the evolution of the Ford brand's styling will be based on six pillars: silhouette innovation, perceived efficiency, refined surface language, technical graphics, the new face of Ford and an overall premium look to the car.

Speaking of technical graphics, Mays pointed to the industry trend to make headlight modules larger.

"They have become less about technology and more about design or style," said Mays. "We think that has reached its complete evolution. So we are going to the minimal legal height on headlamps and taillights. We will let the technology speak for the graphics as opposed to overt style."

In terms of the new face of Ford, Mays said future Ford will have one grille instead of two, found on the current generation of global Fords.

"It makes the car I think much more premium because the inverted trapezoid is higher on the grille, giving the car more presence, more status. Overall it gives it a more expensive look."

The concept is the work of Ford's design studio in Cologne, Germany, with input from the company's global design team.
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