Yesterday, our very own tgriffith got positively giddy over Ford’s new concept, the Evos. We agree, it is the sharpest show car Ford has produced in years. More important, as a product of J Mays’s design shop, we are told it will be the “template for future Fords.”
Mays, Martin Smith, executive design director for Ford of Europe, and Moray Callum, executive director for North American design, started work on Ford’s new look three years ago. Smith’s team in Cologne, Germany, designed the Evos, which was built in Torino, Italy.
The first production example of the sleek Evos look should appear in January with the newly designed Fusion.
Mays has often been quoted as saying car designers work too hard at impressing one another. Instead, they ought to consider their customers.
Designers aren’t easily able to think as customers. And, because they tend to socialise together, dress the same way and have the same black furniture in their living rooms, they tend to have a very isolated—and inaccurate—view of the world. That’s slowly changing, at least at Ford. Because as we start to separate and amplify our brands, it’s becoming clear that each of the brands is a sub-set of the customers themselves. Ultimately, it’s our job to design for those customers, and part of that is better understanding them.
One hopes the new Fords will indeed follow through with the Evos design language. If you believe the blokes in the video below, it will be a new era. (Good shots of the car, too.)
Can you imagine a new F-150 with the Evos DNA? What would that look like?