THE ALL-NEW FORD FIESTA: PRODUCTION BEGINS OF A SMALL
VEHICLE GOING GLOBAL
World premiere: first new generation Ford
Fiesta rolls off Cologne production line
Developed in Europe for customers around the
world
Fiesta to be produced and sold in Europe,
the Americas and Asia, and will go on sale progressively
across these regions between now and 2010
Over 5.3 million Fiestas produced in Cologne
since 1979
COLOGNE, August 14, 2008 – Volume
production of the new Ford Fiesta, the first of a generation
of new global small Ford cars, started at the company's
Cologne plant in Germany today.
This all-new model of the Ford Fiesta has been conceived
and developed by the European arm of Ford's global product
development team to meet the demands and expectations of
customers around the world.
It is also the blueprint for future Ford global product
development, bringing together Europe, the Americas and
Asia. The new Fiesta will be tailored for each region and go
on sale progressively between now and 2010, starting now
with Europe.
The Cologne plant has the honour of being the first Ford
assembly facility in the world to build the new car. In
January 2009, the Valencia plant in Spain will also begin to
manufacture the new Fiesta. The production facilities for
new Fiesta outside of Europe will be Nanjing in China,
Rayong in Thailand and Cuautitlàn in Mexico. They will begin
to produce the car for their respective regions from late
2008 through early 2010.
In a video message to Ford of Europe employees at today's
ceremony in Cologne, Ford Motor Company President and CEO,
Alan Mulally, said: "Today we are celebrating the start of a
new era for our fabulous Ford Motor Company. The first
product of our Global Product Development System, the
all-new Fiesta is an outstanding symbol for our One Ford
vision of a single, global company designing and building
cars for customers around the world. Be proud of what you
have achieved and be proud of your contribution to a model
that will get the world talking."
A total of 455 million Euros was invested in the
restructuring and modernisation of the Cologne plant for the
new Fiesta.
The all-new Fiesta is manufactured with sophisticated
techniques more commonly found in the production of large
cars: Ford production experts introduced these features at
the highly efficient Cologne Assembly Plant, without
interfering with existing Fiesta production. The all-new
Fiesta production team went into the plant on weekends to
install and verify new systems on the existing line. Some of
the 50,000 hours of operator training was done off-line on
static cars, while some training was dynamic (on-line). In
one example of the training undertaken over a six week
period, the production team built the same car on the line
every day, then stripped it down and built it again.
In 2008, Ford plans to manufacture 148,000 new Fiestas in
Cologne. When operating at full capacity, a total of more
than 1,900 cars every day - new Fiestas together with the
Ford Fusion - will be manufactured in Cologne over three
shifts.
"The Ford Fiesta is very special to us in Ford of Europe
and to our customers," said John Fleming, President and CEO,
Ford of Europe. "Over the past 32 years it has consistently
been at the top of the list of Europe's best-selling cars.
"Its dynamic, bold design and high manufacturing quality
will attract a new generation of Fiesta owners and appeal to
existing customers. I am confident that the all-new Fiesta
will build on the success of its predecessor," he added.
Since the very first Fiesta was launched in 1976, over 12
million have been sold, with over 400,000 customers in 2007
proving the enduring popularity of the model.
The new Fiesta's dramatic exterior design and exciting
interior styling are instantly recognisable, accentuated by
the bold use of colours and the use of high quality
materials throughout. The new vehicle extends the core
Fiesta values of style, efficiency and driving quality.
External industry organisations regard the Fiesta plant
in Cologne as the most efficient vehicle assembly plant in
Europe. A total of 410,900 Fiestas and Fusions was
manufactured in Cologne in 2007. Approximately 85 per cent
of the vehicles produced in Cologne last year were exported
to more than fifty countries. The Cologne assembly plant
employs directly some 4,000 people.
Earlier this year, Ford began sourcing renewable
electricity to cover the full electric power demand of its
Fiesta manufacturing and engineering facilities in Cologne.
Through this initiative, the company will reduce its CO2
emissions by 190.000 tonnes per year. This initiative is
part of the company's overall commitment to further reduce
the environmental footprint of its vehicles through their
entire life cycle.
"We're very proud of the Cologne Assembly Plant and the
vehicles produced here. Not only does the new Fiesta bring
innovative design and engineering to the small car market,
but it brings new manufacturing technologies as well", said
Jim Tetreault, Vice-President Manufacturing, Ford of Europe.
"This new Fiesta is tough, strong, and safe due to the
body construction technologies which allow us to build a
lightweight, yet extremely strong body through the innovated
use of high strength steel. It is also built with care,
craftsmanship and precision by an efficient and dedicated
workforce, which is second to none", he added.
FIESTA FOREVER: FORD'S NEW-GENERATION GLOBAL SMALL CAR
Next generation, all-new global small car
signals fresh chapter in Ford Fiesta success story
The worldwide name is confirmed – Ford Fiesta
Stylish 'kinetic design' and dynamic flair
combines with traditional Ford strengths to deliver
confident, contemporary, fun-to-drive package
Fiesta brings a host of big-car features to the
small car segment for the first time
Fiesta stays compact but is lighter and
stronger. Ultra high-strength steels and a comprehensive
safety package that includes a driver's knee airbag
Exciting three-door body remains true to Verve
Concept; five-door brings new energy to small family
hatchback market
Futuristic interior from Verve Concept becomes
production reality, including integrated HMI centre stack
inspired by mobile phones
115 PS Duratec 1.6-litre Ti-VCT petrol engine
joins Fiesta range; one of five fuel efficient and clean
engines
Fiesta will expand Ford ECOnetic ultra-low CO2
range, delivering less than 100g/km emissions
New Fiesta is the first product of Ford’s new
global product development process, with versions due for
launch also in Asia and the Americas between 2008 and 2010
European production of new Fiesta begins in
autumn 2008
Ford of Europe is reinventing its small car range for a new
generation of customers in 2008, starting with a stylish and
exciting all-new Fiesta. The car makes its global debut in both
three- and five-door hatchback bodystyles at the 2008 Geneva
Motor Show.
Designed and developed in Europe for sale in Europe, Asia, South
Africa, Australia and the Americas between 2008 and 2010, the
new Fiesta is the first major product of Ford’s new global
product development process. Its stylish and dynamic flair
combines with all the traditional Ford small car strengths to
create a confident, contemporary introduction to the next
chapter of the Fiesta success story.
The new Fiesta opens another chapter in the story of the popular
Ford small car that has sold more than 12 million units since
its introduction in 1976. Charismatic and individual, the new
model makes major strides in craftsmanship, quality of materials
and product choice while continuing to represent Fiesta’s
traditional strengths of practicality, value for money, agility
and safety. It also brings a host of big-car features to the
small-car segment for the first time.
New Fiesta clearly embodies the hallmarks of 'kineticdesign',
which has so convincingly infused emotion into the core of the
Ford range in Europe. The Geneva debut confirms that new Fiesta
will bring the most appealing elements of Verve, a trio of
concept cars shown recently around the world, to production
reality.
It also ends speculation surrounding the name of Ford’s
new-generation small car for global markets.
“This new car embodies the very essence of Fiesta – fun,
vitality and emotion,” said John Fleming, President and CEO,
Ford of Europe. “We know there isn't a better name for the new
model, and we have over thirty years of investment in the Fiesta
brand to consider.
"We’re confident that the combination of dynamic new 'kinetic
design' exterior, great interior design and craftsmanship, and a
host of new technologies and features will provide compelling
reasons for a new generation of customers around the world to
take a fresh look at the Ford Fiesta. I know they will be both
surprised and delighted with what they see and feel," Fleming
added.
Small Car with Global Plans The new Ford Fiesta is closely related to the exciting
Verve Concept vehicle that was revealed to great acclaim at the
2007 Frankfurt Motor Show. The Frankfurt car was one of three
Verve Concepts, with the others, both four-door sedans tailored
for regional market tastes, shown recently at Guangzhou in China
and the North American International Auto Show in Detroit.
Together, these concepts paved the way for the company's new
global small car programme for the 2008 to 2010 period, with the
European Fiesta first to debut in production guise.
Ford designers and product development engineers in Europe have
led the vehicle's global development process.
“For Ford, this is truly a world premiere,” said Joe Bakaj, Vice
President of Product Development, Ford of Europe. “The new
Fiesta is the first car born from our new global product
development process. More than ever, we’re leveraging our
global product development expertise, and this car sets the
scene for future great products for customers around the world
that are already being developed behind it in the Ford Global
Product Development System pipeline.”
European production of the new Fiesta commences in the autumn of
2008 at the company's Cologne plant in Germany. Later, as
production ramps up, the Valencia Assembly Plant will bring
additional Fiesta capacity on line in 2009.
“Fiesta has its heart in Europe but its eyes on the world,” said
Marin Burela, Ford's Global Executive Director for small-car
development. “We’re building on Ford’s heritage of excellence in
small car development to give the new Fiesta truly global reach
and identity. By 2010, this new small-car family will be
manufactured in Europe, Asia and the Americas and be marketed as
Fiesta in all of the world’s key automotive markets.”
The new vehicle range will introduce several Ford firsts for a
small car, including – from later in 2008 – another model in the
new Ford ECOnetic range promising CO2 emissions of fewer than
100 grams per kilometre.
Fit and Trim
New model retains predecessor's compact size, but is
lighter and stronger
Intelligent Protection System includes new driver's knee
airbag
Detailed enhancements to acclaimed driving character
include Electric Power Assisted Steering (E-PAS) and reduced
road, wind and powertrain noise
Unlike key competitors in the European small-car segment
which have grown in size and weight, the new Fiesta stands on
virtually the same footprint as before. The new-generation
Fiesta is actually lighter than its predecessor.
“Staying small and resisting weight gains were key objectives of
the new Fiesta development process,” said Joerg Beyer, Fiesta
Chief Carline Engineer. “We’ve been absolutely committed to
keeping Fiesta a compact car and having a razor-sharp focus on
cutting weight. That really pays off when it comes to fuel
economy and CO2 emissions.”
Component by component, the Ford development team scrutinised
for weight but refused to compromise on key areas that are
important to customers. One of the biggest is safety, where new
Fiesta makes a bold step forward with an extremely robust safety
structure and the Intelligent Protection System of safety
technologies that brings a driver's knee airbag to Fiesta for
the first time.
The new Fiesta makes extensive use of ultra high-strength steels
in its body structure. A remarkable amount of these specialist
steels, including boron steel and dual-phase steel, is the
secret to Fiesta’s quantum leap in structural stiffness for its
light weight. These steels are used particularly in safety
critical areas, such as the A-pillar and B-pillar, part of the
ultra-rigid 'door ring' structure of the Fiesta bodyside.
Extending Fiesta’s traditional excellence in driving dynamics
was also a priority. The new Fiesta will have a dynamic
character to match its poised, 'kinetic design' style hinting at
energy in motion. Ford’s acclaimed dynamics engineers also
worked hard to enhance Fiesta’s ride comfort and isolate road,
wind and powertrain noise from the cabin, and to give the new
model an impressively quiet driving quality for a small car.
New Fiesta retains the MacPherson strut front suspension and
twist-beam rear suspension layout that has been one of its
traditional strengths, but the new suspension and steering
system has undergone an array of enhancements.
Electric-Power Assist Steering (E-PAS) is introduced in the
Fiesta for the first time.
E-PAS provides the right balance of low-speed assistance and
excellent feel and responsiveness.
E-PAS has another key benefit. It is another key facet of new
Fiesta’s initiatives to reduce fuel consumption.
The electric power steering pump only operates when
steering-effort assistance is required, unlike traditional
hydraulic PAS pumps that operate constantly when the engine is
running. This brings a fuel consumption reduction.
Efficient Powertrain Choices
Total of five powertrain choices at launch from
efficient 68 PS Duratorq TDCi diesel to new Duratec
1.6-litre Ti-VCT petrol engine which delivers 115 PS
Fiesta ECOnetic ultra-low CO2 model will deliver less
than 100g/km emissions
With a broad array of powertrain choices, the new Fiesta is a
responsive, yet efficient, performer.
New to the Fiesta range for European markets is the popular Ford
Duratec 1.6-litre
Ti-VCT engine. The 115 PS engine with variable intake cam
timing, provides a well-balanced blend of performance and
economy. It brings a 15 PS performance improvement over the
outgoing Fiesta without a fuel consumption penalty.
The Fiesta range also retains:
1.25-litre (60 and 80 PS) and 1.4-litre (91 PS) Duratec
petrol engines
Both Duratorq TDCi common-rail diesel engines, the
1.4-litre (68 PS) and the
1.6-litre (90 PS – available with Diesel Particulate
Filter) which have been enhanced with revised injection
technology and electronic control sophistication.
Fiesta will be offered with Ford Durashift 5-speed manual
transmission or the Durashift
4-speed automatic transmission (available with 1.4-litre (91 PS)
Duratec engine).
Concept becomes Reality
Production Fiesta is clearly related to Verve Concept
Futuristic interior from Concept makes production with
integrated HMI centre stack
New technology highlights include keyless vehicle
technology, 'Ford Power' engine start button, Ford Easyfuel
capless refuelling, USB connectivity and ambient interior
lighting
The new Ford Fiesta brings the radical Verve Concept exterior
and interior styling to production reality and incorporates
features and technologies normally found in larger, more
expensive vehicles. It rejects the notion that an affordable
small car has to be basic or boring.
The highlight of the Verve Concept interior – the futuristic,
mobile phone-inspired, human-machine interface technology of the
instrument panel centre stack – will be a core feature of the
new Ford Fiesta when it hits the road.
Gone is the flat, upright centre stack of the instrument panel,
a feature typical of many small cars driven by the need to
package a large radio head unit behind the fascia panel. New
technology allows Fiesta to separate the key elements of audio
system – the control buttons, display and underlying electronics
– in a distributed architecture that gives designers more
freedom to create aesthetically pleasing, functional shapes.
Many customers of the new-generation Ford Fiesta were raised
with mobile phones and they will be instantly comfortable with
the design of the car's Ford HMI (Human Machine Interface)
system, which follows the centre stack contours to frame a
large-screen display and control panel with key buttons for
audio, in-car phone and vehicle settings.
Convenient toggle switches incorporated into the steering wheel
allow the driver to control the system’s key functions easily
and intuitively.
The latest Ford HMI system – already available on the Ford
Mondeo, S-MAX and Galaxy models – represents a major step
forward for the small car buyer. It is just one of several new
features and technologies in the new Fiesta, including keyless
vehicle technology symbolised by the distinctive 'Ford Power'
button on the instrument panel.
The advanced technology will not be offered solely on high-spec
vehicles. Ford expects more than 85 per cent of Fiesta orders to
feature one of two available multi-function displays.
Another Verve Concept feature – the lozenge shaped array of
large twist dials for the heating and ventilation systems at the
midpoint of the centre stack – is retained in the production
Fiesta design. This feature was inspired by the design of
contemporary power showers.
Connectivity is another new Fiesta strength. The new centre
console features a convenient tray for MP3 players complete with
built-in jack sockets for an auxiliary (AUX) audio cable and a
USB, along with the traditional 12 Volt outlet. This allows the
car's audio system to control and charge the MP3 player.
Bluetooth® connectivity with Voice Control is also offered in
the new Fiesta, along with more big-car technologies, including:
Ford Easyfuel, the convenient capless refuelling system
recently introduced with the Ford Mondeo designed to prevent
accidental misfuelling
Reach and rake steering wheel adjustment
New ambient lighting features that provide a softly
elegant red glow to discreetly highlight the interior of the
vehicle
'One shot' up and down driver window with anti-trap
technology
Bold, Dynamic, Sculpted The bold colours, dynamic shapes and sculpted surfaces
of the new Ford Fiesta indicate how deeply the spirit of the
Verve Concept has been carried into production as the latest
model of Ford’s 'kinetic design' family.
Exciting and vibrant new production colours include 'Squeeze'
and 'Hot Magenta', which is a production version of the unique
colour developed for the three-door Verve Concept car.
"We were so pleased with the positive reaction to the body
colour of the first Verve Concept, that we decided to adopt this
colour for inclusion in the range soon after launch," said
Burela.
The dynamic, coupé-like profile and sporty stance of the new
Fiesta demonstrates that none of the emotional appeal of the
concept cars has been lost.
"All the vital elements of 'kinetic design' combine to create a
visually rich, dynamic exterior shape that is very close indeed
to the original concept car," said Martin Smith, Ford of
Europe's Executive Director for Design. "Full surfaces, bold
graphics and dynamic lines combine coherently and harmoniously
to create a dynamic spirit of fun and energy in motion."
With a feeling of toned muscularity, the new Fiesta asserts an
air of confidence, stylishness and individuality. Its
aggressively contoured bonnet and front wings convey a
broad-shouldered stance, and its face features a distinctive
signature element – a bold lower trapezoidal grille that draws
attention and reinforces the key Ford attribute of sporty
driving dynamics.
Chrome and brightwork are used selectively, like jewellery
accents, to convey elegance and sophistication.
Large and full of character directly from the Verve concepts,
Fiesta’s bold headlamps become part of the shoulder shape and
extend aggressively rearward almost as far as the stylishly
raked A-pillars. The headlamp units incorporate all primary
front lighting and signal functions – complemented on the lower
bumper flanks by round, chrome-ringed fog lamps.
New Fiesta’s profile emphasises its new, cab-forward shape and
an attitude of poised, sporty style. The sweeping roofline
extends appealingly from the forward-stretching
A-pillar rearward, framing the bold graphic of the Fiesta side
window profile to create the sporty feeling of a coupé for both
three- and five-door bodystyles.
“The Design team put as much importance on the shape of the
five-door as the three-door,” said Stefan Lamm, Chief Designer
Exterior, Ford of Europe. “Both cars are based on the same
body, which makes them sporty and dynamic, almost coupé-like.”
The Fiesta side windows combine to create a unified profile
window graphic – a key 'kinetic design' element that
communicates dynamism. An elegant accent of chrome frames the
lower edge of the side glass and accentuates the signature Ford
“kick-up” at its rear.
The new Fiesta also features the signature bold wheel arches
that communicate the vehicle’s stance and dynamic capabilities,
giving visual emphasis to new 17-inch alloy wheels.
Dynamic, 'kinetic design' lines arc from side to side, uniting
the upper corners of the tail lamps with the distinctive
spoiler, which incorporates a slim LED stop lamp array. The
sculpture of the body shapes is accented by elements like the
new tail lamp – another Verve element that feels like it is an
integral part of the body – and the V-shaped tailgate’s
chamfered rear glass.
“I’ve been saying just wait for the new Fiesta to see how
kinetic design can be translated into a small car,” said Martin
Smith, Executive Director of Design for Ford of Europe. “But now
the wait is over. New Fiesta evokes an instant emotional
response that says ‘I want one’ which extends the traditionally
practical values of the Fiesta brand to appeal to a new,
style-conscious generation of small car buyers.”
Full technical details of the new Fiesta range will be released
closer to the launch of the production model in autumn 2008.
Ford Verve
FORD REVEALS MORE ABOUT ITS FUTURE SMALL CAR
Ford Verve
Concept Guangzhou
GUANGZHOU, China, November 19, 2007 –
Ford is revealing more about its vision for a new global
small car family at Auto Guangzhou. Ford today revealed
the second Verve Concept – a four-door notchback.
The dynamic Ford Verve Concept four-door notchback is
a star of the fifth annual Guangzhou International
Automobile Exhibition. The fact that Ford staged the
global reveal of the four-door Verve Concept at
Guangzhou signals the importance of Asia in Ford’s
global plans.
Sporty and coupe-like, the Verve Concept notchback
provides a very clear vision about Ford’s future small
car design direction. The three-door hatchback Verve
Concept was a star of the recent Frankfurt Motor Show in
Europe, and it too is also under the spotlights at
Guangzhou.
Ford will unveil the third and last Verve Concept in
January at the North American International Auto Show in
Detroit.
“With this new four-door Verve Concept, the picture
of Ford's big plans for the small-car segment is
becoming clearer,” said Phil Spender, Chief Operation
Officer of Ford Motor (China) Ltd. “Our future small car
is being developed as a global car. It will be designed
in Europe, engineered in Germany and manufactured
globally. These two Verve Concepts demonstrate how
confident Ford is in its direction and its appeal to
consumers here in China.”
Ford’s European design team created the Verve
Concepts, which successfully apply Ford's kinetic
design philosophy for the first time to a small
car. The two Verve Concepts clearly display a European
flair and premium touches not expected in this segment.
Once all have been revealed, the trilogy of Verve
concept cars will provide an advanced indication of
Ford’s design vision well in advance of the production
models. This approach is similar to the way in which the
iosis Concept preceded the new Ford Mondeo.
European Design
Side by side in Guangzhou, the two
Verve Concepts bring the latest wave of Ford's
kinetic design to the heart of Asia. Their colours
are inspired by the world of fashion; the regal frosted
grape of the new Verve Concept four-door notchback
complements the bold magenta of the Frankfurt three-door
hatchback like a well-coordinated ensemble.
“First it was the hatchback and now a very exciting
and dynamic notchback,” said the father of kinetic
design, Martin Smith, Ford’s Executive Director of
European Design. “Looking at these concepts together,
you can just imagine how exciting the successor to the
Ford Fiesta will be when it hits the market.”
Public Response in Guangzhou
Ford designers, buoyed by the enthusiastic reaction
in Europe to the first Verve Concept, will be carefully
studying reactions to the new notchback by Chinese
consumers.
Ford European design chief Smith said, “These Verve
Concepts are a dynamic first public expression
directionally of some of the thinking that will be
contributing to the design DNA of our next-generation
products. At this stage, we have had the freedom to be
radically innovative, but I’m confident about the
realistic possibilities for kinetic design to
embrace this segment of vehicles.”
The latest Verve Concept builds on the very
distinctive look of its hatchback sibling. These two
concept vehicles share strong front-end graphics that,
with the advent of the new Mondeo, are now becoming
recognised as the bold, new face of Ford.
The notchback body form of the new concept family is
linked with the hatchback through the use of form
language composed of dynamic lines and full surfaces –
the signature of kinetic design.
The new notchback execution brings new hints about
Ford’s kinetic design approach to sedan
variants of its future small car family.
Smith’s exterior design team – led by European
Exterior Chief Designer Stefan Lamm – took full
advantage of the notchback shape to stretch the
kinetic design elements and create a very sleek and
dynamically poised personality.
The notchback displays a sleek, pillarless side
window profile providing a bold graphic statement, along
with strongly defined wheel arches that communicate
tension and muscularity. Its dramatic C-pillar shape
contributes to this feeling of dynamism, while the rear
body and decklid shapes coherently build on the toned
and fit kinetic design look with full surfaces
and bold lines.
As any top fashion model on the catwalk, Guangzhou’s
new Verve Concept is dressed well. From its seductive
colour to the smallest detail, Verve Concept evokes an
air of premium quality not usually found in the
small-car segment.
Despite the functional differences with the hatchback
shape, the notchback’s rear design clearly displays the
same kinetic design influences.
The rear glass of the Verve notchback is shaped to
correspond with the forms of the high-mounted, two-piece
tail lamps. This unique and premium execution, first
seen on the new Mondeo, is now translated into a smaller
car.
A dark chrome diffuser at the lower bumper is
consistent with the design of the hatchback but shaped
specifically for the notchback design.
Like its sibling, the notchback Verve’s face is bold
and sporty, yet friendly and engaging. The front is
dominated by a large, inverted trapezoidal lower grille
and a large Ford oval badge centred in the compact upper
grille opening.
The lower grille features a strong eggcrate graphic;
its vertical and horizontal blades bonded by an array of
intriguing ‘bullet’ shapes. The lower grille and badge
treatment are the design team’s signature elements to
communicate the Ford design DNA in future products.
The bonnet features highly sculpted dynamic forms.
This form treatment combines with the more pronounced,
rearward-stretching head lamp units – inspired by Mondeo
– to give the face of the Verve a friendly, open and
inviting personality. The prominent headlamps feature
two projector beams and a light-emitting diode (LED)
array.
The two Verve Concepts share a distinctive 18-inch,
12-spoke, two-piece alloy wheel design that lends more
drama to the car. The wheels have a precise, jewel-like
feel to their design. Both Verve Concepts’ are wearing
low-profile tyres featuring a sidewall stripe that
complements the exterior body colour.
“With a small car, for example a B-segment car
compared to a larger car, we believe we can play up – or
amplify – key elements of the kinetic design
form language,” Lamm said. “It’s not just a matter of
copy-and-paste from one vehicle segment to another but
rather how to interpret the philosophy for each
individual car. You can clearly see this when you
compare the larger iosis Concept and this new
project.”
,.
Exploring the Inner Kinetic
The interior of the Verve Concept family is as
dramatic as is its exterior. From boldly shaped surfaces
and confident use of rich colours and enticing
materials, the Verve Concept has a playful sense of
sophistication and fashion. It also pioneers new
technologies that someday may be a production reality.
As Ford designers explored the possibilities for a
future Ford small car, the wide latitude they were given
helped them focus on applying the tenets of kinetic
design to the interior. The result is a Verve
Concept which explores a completely new direction for
small cars. The architecture of the instrument panel
with sensuous curves and full shapes make a typical,
upright centre stack design seem distinctly old
fashioned.
“This is a quantum leap in bringing kinetic
design into interior design,” said Niko Vidakovic,
Chief Interior Designer, Ford of Europe. “This type of
visual innovation, linking the form language of the
interior so strongly with the exterior, is something we
believe no other company is doing.”
Prominent, full forms characterises the upper
instrument panel, created by the hands of Ford interior
designer Tiago Diaz and supervisor Ernst Reim. Full
surfaces and flowing contours on interior elements –
especially the instrument panel and door panels –
visually echo the exterior's kinetic design.
These elements combine to envelop the vehicle’s
occupants and to contrast with the airiness provided by
the panoramic glass roof.
New Aesthetic Inspired by Mobile Phones
The Verve Concept was designed for the generation
that grew up with mobile phones.
The centre stack is a principal feature of the
interior. Aesthetically, it follows the contours of the
instrument panel, rising to frame a large-screen Ford
Convers+ system incorporated in the upper dash. The Ford
Convers+ system incorporated in the Verve Concept is the
latest-generation Human Machine Interface (HMI) recently
introduced in the Ford Mondeo. This technology alone
indicates the level of sophistication incorporated in
this small-car vision.
Functionally, a key element of the centre stack
design is the decoupling of the traditional elements of
the entertainment system – the screen, control elements
and the electronics. Separating these elements allowed
designers to place controls and buttons for optimal
ergonomic positioning in a design that resembles the
logic of a mobile phone.
This new approach enables the Verve Concepts to
introduce a completely new aesthetic – a new approach to
the form and function of interacting with underlying
technologies. The unique architecture also embraces
other key systems including navigation and in-car phone
controls.
Every button and switch was crafted with the kind of
attention to detail that characterises good mobile phone
designs. This system philosophy gives the centre stack a
different feel than that of traditional automotive
switchgear.
"A new generation of buyers raised with mobile
electronic devices would feel right at home in this new
automotive interior, one that exceeds the standards
typical in the small-car segment," said Vidakovic.
Verve Concept’s heating/ventilation controls –
highlighted in a lozenge shape at the midpoint of the
centre stack – feature large twist dials.
The centre stack structure flows into a centre
console to provide storage areas, including a tray for a
mobile phone or MP3 player as well as a large area near
the handbrake for a purse or shoulder bag.
“The centre stack is like the art gallery of the
car,” Vidakovic said. “The combination of the sculpture
of the upper instrument panel, the rich interior colours
and materials and the jewellery-like brightwork is very
distinctive.”
The primary gauges – speedometer and rev counter –
are uniquely framed by binocular-shaped, short tunnels
of brightwork which complement the centre stack. In
effect, they contrast beautifully with the rich interior
colours.
Verve Concept’s steering wheel – its crash pad,
sculpted of soft-feel material and framed in brightwork
– provides a touch-and-see centrepiece for the Ford oval
badge. The left and right spokes of the three-spoke
design incorporate the toggle controls for the HMI
system.
Rich, Harmonious Colours
Verve Concept conveys a cool, technical interior
feel. The interior colours and materials combining to
represent a vision for the future interpretation of
Ford’s Titanium interior, according to Ruth Pauli, Chief
Designer, Colours and Trims, Ford of Europe.
“Colours and materials play an important role in
emotionalising our products,” Pauli said. “With the
Verve Concept notchback revealed at Guangzhou, we are
striving for a very precise expression of a certain
style. Tones of grey and silver express elegance and a
technical feel that contrasts with the more expressive
colours of the Frankfurt concept.”
Interior materials used by Pauli and colour and trim
specialist Ulrike Dahm include:
The upper instrument panel finished in Fairland
dark silver matte leather
Verve Concept’s distinctive centre console is
finished in an Optimum Aluminum grey
Syracuse dark anthracite grey leather along the
lower section of the instrument panel completes the
portfolio of tones
A strip of mood illumination has been
incorporated above the glove box to provide an
interesting visual accent. (Designers envision
the possibility that the colour and intensity of
this lighting could be customer-chosen should this
feature be incorporated in a future production
model)
Small elements of the interior – even control stalks
on the steering column – reflect an attention to detail
from the team inspired by luxury goods such as
cosmetics. Such small packaging requires the precise
execution of every detail and the right expression,
tonal quality and saturation of colours.
“Together, these elements create a strong statement
of consistency, harmony and quality that makes the Verve
Concept such a cohesive design statement,” Pauli said.
“It is this cohesiveness that will make this concept
appeal to a modern, fashion-aware audience.”
The high-resolution images of the two
Verve Concepts are available on the Ford Motor China
website. Please refer to http://www.ford.com.cn/2007GZautoshow
About Ford Motor in China
Ford Motor Company, a global automotive industry
leader based in Dearborn, Michigan., U.S.A.,
manufactures and distributes automobiles in 200 markets
across six continents. The company’s automotive brands
include Ford, Jaguar, Land Rover, Lincoln, Mazda,
Mercury and Volvo. Its automotive-related services
include Ford Credit and Ford Service. Ford Motor Company
celebrated its 100th anniversary in 2003.
Ford’s history in China can be traced to 1913,
when its first Model T was imported and sold in
Shanghai. Currently, Ford's wholly owned subsidiaries
and JVs in China include Ford Motor (China) Limited,
Ford Motor Research & Engineering (Nanjing) Co., Ltd.,
Ford Automotive Finance (China) Ltd., Changan Ford Mazda
Automotive Co., Ltd., Changan Ford Mazda Automotive Co.,
Ltd., Nanjing Company, Changan Ford Mazda Engine Co.,
Ltd., and Jiangling Motors Co., Ltd.
Ford Motor has introduced a number of exciting
models to the Chinese market, including Ford Mondeo,
Ford Focus, Ford S-MAX, Ford Transit, Volvo S40, Mazda3,
as well as several imported models from Jaguar, Land
Rover, Lincoln and Volvo, and service brand, Ford
Service.
Ford Motor China is actively involved in various
programs to support the environment, road safety, health
and education. Since 2000, it has organized the Ford
Motor Conservation and Environmental Grants (CEGC),
which to date has sponsored 130 groups/individuals with
more than 25 million yuan to assist environmental
protection efforts in the country.
