View Full Version : Design Challenge: Ford's NEXT Design Language

07-07-2009, 05:28 PM
1. The Legacy of British Leyland - With loads of brands (most of them overlapping) BL was a mighty force in the 1970s. Now, most brands have gone, and the surviving ones are owned by various people. This contest could be very diverse.. A new Land Rover based Rover, a new Chinese MG sports car, a revival of Triumph, Austin, Morris, Wolesley, Riley or Vanden Plas, a Roewe or even a retro Range Rover product.

2. Fords New Design Language - After new edge and Kinetic, what will be next? I think modern Fords look so different to mid 90s Fords, but somehow you can see a family link. Mullaly has talked about post Kinetic, so what will the cars look like? Will it be evolutionary or a radical departure like the Focus was to the Escort in Europe. You could even jump a few years and design a 2020 model perhaps.

MGR Fanatic
07-07-2009, 10:59 PM
I chose British Leyland, mainly for the new Rover part...and since my scanner works now i can enter this. :woot2:

07-08-2009, 07:12 AM
ford FTW !!!

07-08-2009, 03:08 PM
Ford. It's time to move beyond the chrome shaver grille...

07-08-2009, 06:56 PM
Hope my contest choices are alright guys!

Just hope whichever wins will get more participation than the last contest.

Neck and neck at the moment between the 2 lol.

07-08-2009, 09:00 PM
I think That British Leyland would be a lot more fun, we would get more entries, and with a wider diversity.

07-10-2009, 02:39 AM
Although merging "razor face" and "kinetic" into a shared, world-wide language would certainly test the vision of our design participants. I hope for Ford just because it's real world, though BL could be a romp in the nostalgic past.

A new Triumph TR6 with a BMW straight six would be a delight. ;)

07-10-2009, 07:46 PM

J Mays VP of Ford's Global Design, calls the current Ford Design Language "Post-Kinetic", It can be defined as a more simple and restrained take on the highly favored European/Global "Kinetic" design language with a smattering influence from the "Bold" North American design. Your mission designers, is to develop a NEW single unified global design language that will take the brand into a new direction, yet still maintaining that universal appeal that makes a Ford a Ford no matter what continent you are on.

Good luck designers!!! This contest will end on July 20.

07-11-2009, 04:16 AM
This one will be tough assuming that one tries to stick to the real world and the perfect next step designwise. I absolutely CANNOT wait to see the ideas.

I'd love to see someone recapture the suave essence of the 60-66 "big bird" Thunderbirds in a new, non-retro Thunderbird because legacy will still be there.

How would you do a Mustang that is immediately recognizable as a Mustang--i.e. no need for emblems--yet does not pander to retro?

What will be the next Ford icon (Model T, Tbird, Mustang, Fiesta, ...)?

This should be a tough but exciting challenge.

07-11-2009, 05:36 AM
Even though Ford is quite possibly my favorite mainstream car company, I'll have a go at this!

07-12-2009, 01:48 AM
Another good one to do would be the American Focus. I am sure most people would agree the last model was hideous

07-12-2009, 03:03 AM
Another good one to do would be the American Focus. I am sure most people would agree the last model was hideous

New Edge sucked as has the horrid reskin!!

07-12-2009, 03:25 AM
New Edge sucked as has the horrid reskin!!

The new Edge was Boring at best lol. Still, Ford is one of my favorite mainstream manufacturers. The new Taurus, the Flex, the Fiesta, and many others I am a fan of.

07-15-2009, 01:53 AM
Tick, tick, tick
C'mon guys I'm like a 4-year-old waiting for Christmas. LOL;)

07-16-2009, 06:48 PM
Wow, not so fast fellahs =)

Lets see some entries! I'll try to get something in today or tomorrow

07-16-2009, 07:01 PM
I've been lazy and haven't layed pencil to paper yet, but I'll start this evening. I have an idea...

07-17-2009, 01:00 AM
Oh my! This is harder than I thought it would be. Both "continents" have such an established and well thought out design language. The europeans are so european and the americans are so american!


Good luck everyone

07-19-2009, 08:01 AM
I've finished an entry but am away till monday. So i can only put in an entry on monday afternoon

07-19-2009, 05:26 PM
Okay i found a scanner to upload my entry!

=== 2011 Ford Puma ===

My design language steps away from the kinetic designs of current Fords. I've gone for a softer look with a more ''agile'' appearance. Lights inspired by current Fiesta, LEDs are also standard in front headlamps and rear. The rear features a single strip light cluster (much like that of the current Civic Hatch to give you an idea of what im talking about) with full LED lighting. The exhausts are flat rectangles on either side. Power comes from tuned 2.5 litre turbo developing 183Kw. An LSD is fitted. A 2.0 TDCi is also available with 115Kw and a slightly less kitted out feature list.
Ford's entry back into the coupe market puts it up agianst the likes of the BMW 1 series coupe, Nissan 370Z, Audi TT etc.
This time the Puma wont be lacking character and power.


07-19-2009, 05:39 PM
Great stuff! Looks stunning, very agile-looking.

07-19-2009, 08:49 PM
Hi, everyone. I worked on car for this contest. Submission of this contest is very interesting. I think, that next Ford design must will be more and more agressive and dramatic. My Ford is competitor for mini-sport-van cars, like peugeot 1007, mini clubman and next.. I drawed this car with two views - front and rear. I think, that this Ford will be for young people, especially for free time and fun.
P.S. : Sorry for my short definition of this car and my bad English, because Iīm from Czech republic :)
I hope, that you like it. :)



07-19-2009, 10:44 PM
MRFDESIGN: Good overall proportions. I immediately thought "Mercury Probe" for its placement in NA. With Ford having the Mustang, Mercury could definitely use something slinky like this. And yes, I know that's not a Mercury face. What I'm saying is that you have hit dead on with a plausible vehicle for all of Fords markets. Yes I know the ginormous headlights are a current similarity with the Fiesta, but I'm not a fan of the "Toyota-huge" headlight trend. That's my only criticism. Overall, an amazingly perfect effort.

TSDESIGN: Overall I love the aggressiveness of it even if the aggressiveness is a tad exaggerated. Proportion and flow of the lines are excellent. The part of this that I like in terms of a design language is the brutal angularity reminiscent of the 1970s Ital Design efforts. The nose and tail, for me at least, do not work as a design language. The nose is busy for the sake of being busy almost and the tail lights are very Volkswagen. That said, I think you will be a strong contender.

07-20-2009, 01:52 AM
Im sorry, can I just get a tiny bit more time? I have been busy the past couple of days.

07-20-2009, 05:53 AM
Seeing as this contest has gotten off to a late start, I'll extend it until the 24.

07-20-2009, 09:06 AM
TS-Design - Great entry, looks very modern and edgy. Looking forward to seeing more!

07-20-2009, 09:15 AM
My entry: 2010 Ford Focus Sedan.
I've kept the design simple and modern. Nothing else to say really.

07-21-2009, 01:36 AM
Erm... Scanner made it much worse than original, too grainy. Anyways, this is the Taurus/ Mondeo. I personally love the new Ford Taurus and think Horbury and his team has done an amazing job, yet I can see it getting old rather quick. I tried to make the car more exciting, while at the same time softening it up and giving it a more classy and elegant appearance.

<a href='http://img339.imageshack.us/i/ford1.jpg/'><img src='http://img339.imageshack.us/img339/8587/ford1.jpg' border='0' alt='Image Hosted by ImageShack.us'/></a>

I hope you enjoy

07-21-2009, 04:29 AM
I'm seeing the next Fusion!! It's a clear next step that is not an abrupt break from the current look yet it adds new elements that are daring. Stunning work.

07-21-2009, 05:12 AM
Thanks, I am glad that's what you see in it. Exactly what I was trying to show (Except for the Fusion Part haha)

07-21-2009, 07:01 AM
Glad to see the contest is finally picking up, here goes my entry.

The current North American Ford Focus has been on the market for well over 10 years now. Long overdue for a replacement and having once being heralded as the leader of its segment, The North American Ford Focus has fallen from grace and is pretty much irrelevant in the highly competitive compact car market. All that is about to change as Ford ushers in its replacement the Ford Flash. The Flash rides on the world renown C1 platform with engine choices of Fords 2.5 L Duratec 25 I4 engine or a gasoline-electric hybrid. The Flash introduces an all new post-kinetic global design language pulling inspiration from classic Ford design fusing it with a bold modern twist.


07-21-2009, 08:11 AM
Comments so far . . .

TS-Design - interesting little car. The front looks odd to me, i think its just the design of the light clusters. I love the rear, very funky yet classy too. Nice neat drawings too.

Cosworth - very american looking. You're getting more creative with your designs which is great to see but dont forget to integrate lines for a flowing design.

Nelson Design - very sleek looking car. The rear DLO reminds me of the karmer. Needn't put a side view here because you're 3/4 view shows the side view in any case. Design wise its a bit anonymous, it doesnt shout ford to me but maybe thats a good thing haha. Good effort

AXIS - very brave entry. I think the styling is very weird personally. I can see you were trying to push boundaries here and it worked with the side profile, which is quite elegant but the front is far from pretty. It lacks emotion up front and the circle theme along with plenty sharp lines is struggling to bring about a flowing design. As i said brave of you to try something different but i dont think you hit the mark. Im sorry mate !

07-21-2009, 09:09 AM
NelsonDesign - I like what you've done, looks very sleek. It'd work as a global D-Segment.
AXIS - I love it! Very daring, perhaps my favorite of all your designs I've seen.

07-21-2009, 02:17 PM
Thanks, I am glad that's what you see in it. Exactly what I was trying to show (Except for the Fusion Part haha)

In creating the new design language, it makes sense to envision it on a current model that will continue and furthermore to use that new style on a volume car--that is assuming it's a paydirt look like you've created and not that ovoid mess of the mid 90's Taurus.


Creating an all new nameplate when you have an established volume nameplate is tricky. Consider that they had Taurus in peoples' minds and tried to get them to see a FiveHundred...Tricky! This is how you do that:

Axis: You are totally right that the Focus nameplate has kind of been trashed in NA. You are brilliant to propose a coupesedan looking model to bridge the gap between the Fiesta sedan and the Fusion. I love everything about the look except the big silver SUV face. The shape of the mouth is great. It looks aggressive and menacing. It has a glint of Mustang in it. It would look superb with a more Mustang inspired grille opening. Yes, yes I know that would defeat the purpose of the contest, but I really like the idea of the Ford Flash. Good work.

07-22-2009, 10:18 AM
I really struggled with this contest.. more than I thought I would. I've always been a fan of Ford design (well, apart from the European Escort MKV) and I think the current design language is spot on. So my design is quite evolutionary. Though 2 aspects of Fords past design directions have been bought back.. the oval grille (after all, the badge is oval) but with a new twist. Also bought back is some elements of 'new edge' design. I've called the new design language 'MOVING BLADE'. A cross between 'Kinetic' (Moving) and 'Edge' (Blade). The sides of the new Fords with this design philosophy will have blade shaped contours, the headlights will be sharp and have a line/turn signal or something seperating them.

Well, to show off my design language, i'm showing you a new Focus.. I wanted to do a halo car or a coupe. Even thought about doing a concept. But in the end, the new design language has to look good on a mainstream car, and I think i've achieved that, but you will all be the judge!


Great entries so far guys! I'll comment on them all in the voting section :)

07-22-2009, 10:37 AM
Looks good, I could really see it being the next Focus. There's some neat details, wingmirrors look strange though.

07-22-2009, 04:04 PM
Prodigy - very very creative entry man. I love most of the details. The front lights on the main drawing are awesome :) i love the side profile as well. Get rid of the wing mirror design and the fog light design and its a spectacular and aggressive looking car :)

07-22-2009, 10:28 PM
I will have mine up little later today. Cool enteries so far, makes me think twice about entering mine.

07-22-2009, 10:53 PM
Poridgy great entry mate! Your skills have improved enormously! Also great sig, lol. I'm not commenting on any of the other entries cause i enjoy sitting back and watching this one evolve, lol

07-23-2009, 01:28 AM
Looks good, I could really see it being the next Focus. There's some neat details, wingmirrors look strange though.

Cheers man, yes the wingmirrors look terrible looking at it now. Tried to do a knife type shape, but they have ended up looking like spaniels ears or droopy boobs lol.

Prodigy - very very creative entry man. I love most of the details. The front lights on the main drawing are awesome :) i love the side profile as well. Get rid of the wing mirror design and the fog light design and its a spectacular and aggressive looking car :)

Cheers man! Yeah, as above.. wingmirrors - what was I thinking?! I guess the foglights could be simpler, I just wanted to try and make everything different lol. I suppose as a designer, you've got to be carefull when you seek different details.. could end up with another Pontiac Aztec or Ssangyong Rohypanolius!

Poridgy great entry mate! Your skills have improved enormously! Also great sig, lol. I'm not commenting on any of the other entries cause i enjoy sitting back and watching this one evolve, lol

Cheers man! A great honour for my design to be complimented by a true Ford enthusiast! Cheers for the sig compliment too lol.. I stole it from The Prodigy's official website! And the 'Take me to the' bit is from 'take me to the hospital'.. next single out soon!! (Really wish I was payed by Prodigy's record label 'cooking vinyl' for all the plugs I give the band lol!)

As I said before, I will comment on every design in detail when the voting is up. Not one bad design so far.. really high standard and will be hard to pick a favourite! I'll post up my other idea's soon in the design section.

07-23-2009, 03:55 AM
It was kinda hard to sketch up an idea for this contest. I stuck to this in the end, a Ford Focus. Probrably overdone, so just call it the sport model. Plus took the chance to practice with my new markers.

07-23-2009, 09:05 AM
ElementW, I like it, looks very sporty. :)
Cheers for the sig compliment too lol.. I stole it from The Prodigy's official website! And the 'Take me to the' bit is from 'take me to the hospital'.. next single out soon!! (Really wish I was payed by Prodigy's record label 'cooking vinyl' for all the plugs I give the band lol!)
You've lead me to belive that you're Keith Flint in disguise.

07-24-2009, 04:10 PM
ElementW i like many parts of it although the roofline has be puzzled..? Also the headlights seem very similar to those on the Jaguar XJ

07-25-2009, 04:40 AM
Thanks to all who participated, Voting will be up shortly.


07-25-2009, 05:25 AM

Took a while to get things going with this one, but you guys have managed to come through with some amazing entries. Voting will definitely not be easy!
Thanks to everyone who contributed.

Gentlemen Start Your Voting!
Here are the entries in the order received:

1. mrfdesign: Ford Puma

http://img176.imageshack.us/img176/1430/fordpuma.th.jpg (http://img176.imageshack.us/i/fordpuma.jpg/)

2. TS-Design: Ford Small Car

http://img198.imageshack.us/img198/2608/2mms1hl.th.jpg (http://img198.imageshack.us/i/2mms1hl.jpg/)
http://img401.imageshack.us/img401/9259/1hc713w.th.jpg (http://img401.imageshack.us/i/1hc713w.jpg/)

3. Cosworth: Ford Focus

http://img190.imageshack.us/img190/6836/1005181i.th.jpg (http://img190.imageshack.us/i/1005181i.jpg/)

4. NelsonDesign: Ford Taurus/ Mondeo

http://img189.imageshack.us/img189/198/ford1o.th.jpg (http://img189.imageshack.us/i/ford1o.jpg/)

5. AXIS: Ford Flash

http://img190.imageshack.us/img190/5482/flashi.th.jpg (http://img190.imageshack.us/i/flashi.jpg/)

6. PRODIGY: Ford Focus

http://img195.imageshack.us/img195/884/img073focus.th.jpg (http://img195.imageshack.us/i/img073focus.jpg/)

7. ElementW: Ford Focus

http://img198.imageshack.us/img198/7608/14404570.th.jpg (http://img198.imageshack.us/i/14404570.jpg/)

As always, please inform me of any broken links or missing entries. Best of luck designers!!

07-25-2009, 08:57 AM
Great entries, everyone.
4 - AXIS - As I said before, perhaps my favourite of all your designs I've seen. It's just the right blend of agressive and sporty.
3 - PRODIGY - There's a couple of odd details, but overall it's a handsome, quirky design that works well.
2 - mrfdesign - Reminds me of the 'New Edge' philosophy from the late 90s, with lots of modern touches as well. The end product is stunning.
1 - TS-Design - This would make a good Toyota iQ / Smart rival. I love the angular styling, I could see it being a new design direction for Ford.

NelsonDesign - Sorry I didn't give any points to you. It's a great design, but nothing I haven't seen before.
ElementW - Sorry to you, too. I like the design, but parts of it (roofline especially) seem a little odd.

07-25-2009, 01:48 PM
mrfdesign 4 points
This is a totally believable, ready-to-go design that rejects cancept/fantasy in favor of a real-world stunning design ethic. This is a perfect next-step for Ford. It would make a delightful counterpoint to the Mustang and could be placed in the Mercury dealership assuming that reinvigorating Mercury is still a goal. 10/10

NelsonDesign 4 points
Another perfect real-world design. This is exactly what Ford NA needs to take sales from Toyota. Ford's quality/reliability is quite good, but Americans will buy style and something this swoopy as the next Fusion--especially if they can make it look expensive in base form while keeping a lid on the price--would be how to wrestle sales from Toyota. They Hyundai Sonata is taking a very tentative step in this direction for example. This would be a master stroke for Ford. 10/10

Axis 1 point
The Ford Splash concept is brilliant especially if it were to replace the Focus. The nose is too truckish for me and I would have scored it higher without the expanse of plastometal on the nose. Opening the grille to evoke the Mustang would be great. 8/10

ElementW 1 point
I definitely like the flash of your design. Hmm the Ford Flash... It definitely has muscularity to it that I thing would translate well to the real world. I know that everyone seems to adore gaping-hole noses, but that kept it out of the top spot for me. Ignoring the nose it's a 10/10. With the nose an 8/10.

07-26-2009, 07:31 PM
Hi, sorry, but i donīt know, how i can vote :lol::(

07-26-2009, 08:36 PM
Hi, sorry, but i donīt know, how i can vote :lol::(

I just sent you a PM with the voting instructions.

07-26-2009, 09:00 PM
Thanks, Axis. :)

My voting is here:

4 points) mrfdesign - Simply Great work :) 9/10
3 points) NelsonDesign - Your project is great too, but i think, that your every cars are so long. :) 7/10
2 points) PRODIGY - Your car is relatively fresh and i like your innovation ideas. Good too. 6/10
1 point) Axis - I like your photoshop render, but i donīt like this design :( But good too :) 5/10

This voting wasnīt really easy. :confused:

07-26-2009, 11:35 PM
4. Mrfdesign
3. tsdesign
1. nelsondesign

07-28-2009, 10:00 PM

07-28-2009, 10:57 PM
TS-Design- 4- Very different, yet somehow you know it is a Ford
MrfDesign- 3- Not outrageous, but it is gorgeous
ElementW- 2- Maybe a bit too much going on, but the overall shape is very cool
AXIS- 1- Cool idea there, bit off balanced though

Cosworth- Sorry I didn't give you any points, it is a very nice design, and you are definentily getting better!
PRODIGY- Cool idea, and very progressive, yet it has way too much going on for my tastes, good job though

07-30-2009, 10:45 PM
TS-Design - 3 = A funky looking new design direction, neat detailing and fresh. Would be interesting to see these details applied to a larger car.

mrfdesign-3 = Clean good looking design, with a design direction that is more pure and less fussy than Kinetic. Good work!

AXIS - 2 = A return to controversial styling by Ford! I miss the mad days of the mid 1990s when Ford Europe applied an oval front end to the Fiesta, mad front lights (for the time) on the Mondeo, and just general all-round oddness on the Scorpio! I'm not saying that yours is odd, just a design to generate discussion with its retro front lights and big chrome mouth!

ElementW - 2 = The detailing is a natural evolution of Kinetic, but the shape is far more sexy!

The rest:

Cosworth = Some details are funky, but the shape is a step backwards IMO.

NelsonDesign = Great design, but can't see enough of a change to the current Kinetic design language.

08-01-2009, 02:48 AM

Thanks to all who participated and took the time out to vote.

Here are the results of the voting:

mrfdesign - 24

TS-Design - 13
NelsonDesign - 11
AXIS - 9
ElementW - 5
Cosworth - 0

Congratulations to mrfdesign for the winning entry! PM me two topics that you would like to see so that we can get a poll going for the next contest.

Thanks again designers and as always great work!