From the iosis to the Verve to the Fiesta

Martin Smith, Executive Design Director, Ford of Europe
Martin Smith, Executive Design Director, Ford of Europe explains ‘The form language is communicated through bold, dynamic lines and full surfaces. When you look at kinetic Design, you can see that it visualises energy in motion.” It’s this ‘energy in motion’ that expresses the design language. That’s why with just a glimpse, the cars look like they’re moving even when they’re standing still.’

The first iteration of Ford kinetic Design was the SAV concept car in 2005 and this was ultimately transformed into the S-MAX. Though previewed first on the SAV Concept Car at Geneva it was the development of the Iosis for the 2005 Frankfurt Show that defined the kinetic Design DNA more clearly.

Ford SAV Concept Car : Geneva Motor Show 20052006 Ford S-Max Ford Iosis Concept Car : Frankfurt Motor Show 2005Ford iosis-X Concept Car : Frankfurt Motor Show 2005

From L to R: SAV Concept, S-Max, iosis Concept Car, iosis-X Concept


“We want to build cars that evoke an instant emotional response of ‘I want one’.” elaborates Martin Smith. “As I said – I believe that design should be explainable. You, as a designer, should be able to articulate what you’re expressing in a car design – there should be no arbitrary surfaces, there should be no arbitrary solutions. A line should do a job when it goes across the vehicle, a surface should fulfill a function, and the design team should be able to explain to you what the function of each line and surface is.”

Ford Verve Concept Front
Ford Verve Design Sketch 01Ford Verve Design Sketch TopFord Verve Design Sketch Rear 3/4Ford Verve Design Sketch Rear 3/4

The key elements on kinetic Design, especially with regard to the Fiesta can be penned down as

  • Dynamic lines
  • Three-plane plan view
  • Full surfaces
  • Strong shoulders
  • Bold wheel lips ( arches )
  • A rising belt line
  • A distinctive kick-up of the window graphic at the C-pillar

Distinctive Front End

All New Ford Fiesta : Distinctive Front EndFord Verve Sedan Concept Front End

The front end is characterized by the inverted trapezoidal lower grille and the large, centred Ford oval badge. The evil looking headlamps are very ‘kinetic’. The grille is also cut through with a horizontal slat that holds the number plate and makes sure the grille doesn’t look ‘gaping’. Chrome, unexpected in a car that screams ‘sporty’ has been tastefully used, helping the car project a subtle elegance in the midst of all the bold and aggressive lines. The grille and the fog lamps have the subtle chrome touch. Integrated indicators in the mirrors definitely add to the zing.

Side View

All New Ford Fiesta Side View

The wedge shape is plainly obvious. The belt line is a clean slash that further emphasizes the wedge shape of the car. The window graphic stands out from the rest of the crowd thanks to the line that slopes upward towards the rear. Accentuated by chrome, the distinct nature of this line stands out.

The bold, well defined wheel arches are also courtesy the kinetic Design philosophy. The sloping A-pillar extends forward towards the front wheel centre line to visually shorten the overhang. Allow us to introduce you to an industry term, DLO – Day Light Opening. The side glass area graphic, and sometimes the rear windscreen too, if there is an illusion of continuity from the sideglass to the rear, is collectively termed the DLO of a car.The All-new Fiesta retains DLO of the Verve Concept.

Rear View

All New Ford Fiesta Rear 3/4Ford Verve Sedan Concept Rear 3/4

The rear has been the subject of diverse opinions. Having seen the new Mondeo and with an understanding of where the Fiesta draws inspiration from, you tend to believe the rear looks fine. The dude in the Fluidic Verna though will snigger, not that s/he has an awesome rear to brag about either. The North American Verve Concept Sedan featured here gives us an idea of how much more appealing the rear would’ve had Ford not hidden away the exhaust tip. The vast and relatively featureless bumper is our major gripe. Body kits anyone?

Future

Ford unveiled the Evos Concept to the world at the 64th Frankfurt International Motor Show. The Ford Evos Concept was specifically developed to introduce the new Ford design direction. Key design elements will be applied to forthcoming Ford vehicles.

Ford Evos ConceptFord Evos Concept Frankfurt

“The new design DNA marks a bold evolution of the kinetic design language featured on existing global Ford products and is characterised by a number of important elements that will contribute to an unmistakable future Ford look,” said J Mays, Group Vice President, Design and chief creative officer.

Ford Evos Concept exhibits a new face for Ford featuring the signature trapezoidal grille mounted higher on the car and creating a confident, more premium look. Bold, technical shapes, such as the extremely slim ‘laser cut’ front lamps or the dramatic graphic created by the front and rear screens connected by the thin glazed section of the roof, add a distinctive character to the design. Sculptured flanks highlight attention to detail on the surfacing, which lends a refined quality and a tauter, more muscular character.

“The Ford Evos Concept embodies the core elements of the new global design language, while capturing the dynamic, fun-to-drive spirit which is central to the Ford DNA,” said Executive Design Director Martin Smith. “Most notable is the brand new ‘face of Ford’, with its higher mounted trapezoidal grille, and the design is characterised by the use of very bold, technical graphics. We have also created much more refined and precise surfacing, and these elements together give a strong visual sense of premium quality.

“Both the exterior and interior of the Ford Evos Concept clearly communicate that this is a driver’s car, so that as soon as people see the vehicle, they will immediately want to get in and drive,” said executive design director Moray Callum.

We breathe a sigh of relief. The best thing about the Fiesta is that it retains its throne as THE Driver’s car in the 10 Lakhs region. As long as Ford sticks to the basics, I’m sure we’ll love every evolution of the Fiesta. Now if only they would plonk back the last gen 1.6L petrol mill…