Over the past few years, Ford has undergone a considerable number of changes in terms of how it designs vehicles, as well as the folks that are leading that particular process. At least part of this shift stems from the installation of Jim Farley as CEO a few years ago, who prefers that the company sells “passion products” rather than what he considers little more than basic commodities. However, another interesting change has taken place within the Ford design team that we hadn’t yet heard of – at least, until now.
“From the moment I took over design in Europe [in 2017], I was challenged a lot from the outside. ‘Amko, what do you call the new design philosophy?’ People want to know its name, and then you apply the same recipe, same DNA on each car,” Ford of Europe design director Amko Leenarts told Autocar in a recent interview. “This kind of Russian doll strategy has worked for us for a while, and then it doesn’t any more. People are looking for vehicles that tell a story, that have a personality. It’s not a Russian doll any more. [For us] it’s still the Ford brand.”
These comments from Leenarts pretty much fall in line with what Farley has expressed as of late, as Ford is clearly seeking to develop vehicles that are more than just basic modes of transportation. It also somewhat flies in the face of what Anthony Lo – former vice president, design, for Ford and Lincoln vehicles – was trying to do. Lo wanted the automaker’s interior design to lead the way rather than the exterior, as had long been the case, for example.
However, after just three years on the job, Lo recently decided to leave Ford and pursue other opportunities, which eventually led him to China to work for BAIC. Lo has since been replaced by Todd Willing, who previously served as the company’s global design director for Ford Model e, and originally came on board with the automaker in 2003.
No Comments yet