The ‘One Ford’ policy, under which the same basic models are sold in all regions around the world, “has peaked”, according to the company’s global design chief, Moray Callum.
Speaking to Autocar, he said the approach isn’t being abandoned, but new models will be “more tailored to each region”. Of the One Ford policy, introduced by previous Ford boss Alan Mulally, Callum said: “It was the right approach at the time.”
One Ford prompted the development of the Mustang as a global model, the launch of the Fiesta in the US and the arrival of the Brazilian Ecosport crossover in Europe, as well as the disposal of the Aston Martin, Jaguar, Land Rover, Volvo and part-owned Mazda brands from Ford’s portfolio. The One Ford strategy was also partly responsible for returning Ford to financial health following the 2008 financial crisis.
Callum said the next Focus will diverge a little from the original philosophy. “It’s an entry-level model in the US, but not in Europe,” he said. “They will be visually similar but there will be less content for the US model.”