For the 2003 Frankfurt Motor Show next month, Ford’s European design team has been working on a bespoke ‘design study’ vehicle, the Ford Visos. There’s a feeling inside Ford’s inner sanctum that this might just be one of its most significant projects ever.
"We’ll be showing something very significant for us", explains Chris Bird, Ford’s European Design Director. "We asked the team to develop a shape which not only embodies their passion and enthusiasm for cars, but which gives a clear indication of how we want Ford of Europe’s future design language to evolve."
The result is a Design Study called Ford Visos. It is a full four-seat luxury sports car featuring innovative technologies. Significantly, the study hints at the blue oval’s future design direction in Europe. It will be unveiled at the Frankfurt Motor Show on September 9.
"The vehicle is very dramatic, drawing inspiration from some of the well-loved European Fords of the past," says Bird. "Yet it isn’t a retro design; rather, it takes aspects of what made those designs so emotional and wraps them into a dynamic, forward-thinking look, designed to bring a smile to your face."
The Ford Visos is designed around space, performance, luxury and adaptability, featuring fully customisable displays, user-adaptable engine modes and ‘mood’ settings that can be adapted to suit the preferences of each individual driver.
"This car is intended to demonstrate the blue oval’s ability to create strong emotional connections with consumers" according to Derrick Kuzak, Ford of Europe’s vice president of Product Development. "For our young design team, fresh from executing a series of major vehicle programmes to transform the Ford brand in Europe, this meant the opportunity and freedom to explore a bolder and more expressive future."
"Over the last few years, we have used ‘New Edge’ design to great effect by bringing a cohesive look to our European car range," adds Kuzak. "With this Design Study, we want to generate reactions from car buyers to help us shape the next generation Fords of the future."
The name Visos hints at the desire within Ford’s European Design team to create something visionary, to guide its future product planning themes.Published 19 August 2003