Currently reading: Future Ford models to be more region specific
The 'One Ford' policy is said to have "peaked"; new models are to be more tailored to the region they will be sold in
Richard Bremner Autocar
News
2 mins read
31 October 2016

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.”

As well as a reduced level of standard equipment, the US Focus could feature less sophisticated suspension, given that the need for strong driving dynamics is less vital in this market and at this price point.

Callum also talked about Ford design. He described the design language as “post-kinetic”, but said it was still being used. “For Ford, it means cars that are fun to drive and great to look at,” he added. “We won’t change it dramatically. It will just evolve.” What it evolves into probably won’t have a label. “I’m not into names,” he said.

Spy pictures of the imminent next Fiesta have revealed a car that appears to have evolved quite modestly. However, Callum said: “There will be more of a step change in style after the Fiesta.”

Of the Vignale sub-brand, Callum said: “There will be no stand-alone model for the foreseeable future.” But he added: “New models are being designed with Vignale requirements in mind, so they will be better differentiated.” That includes the next Fiesta, which will have a Vignale edition from launch. 

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Old But not yet Dead 31 October 2016

Vignale, son of Ghia

Who would have ever guessed Vignale would just turn into another range topping model, and never be a seperate mark. That is until Vignale X , or Plus , or maybe iVignale.If only I had the foresight and salary of all the brilliant minds at Ford.
Old But not yet Dead 31 October 2016

Vignale, son of Ghia

Who would have ever guessed Vignale would just turn into another range topping model, and never be a seperate mark. That is until Vignale X , or Plus , or maybe iVignale.If only I had the foresight and salary of all the brilliant minds at Ford.
Saucerer 31 October 2016

Ford just being completely clueless as to what it wants to be

This just smacks of Ford not really having a clue how it wants to market or brand itself during the past 25 years. It all started off with the Mondeo which despite being billed as a world car was far from that, sharing virtually no exterior panels and interior fittings with the Contour (and just to add to the mix, Ford sold the Telstar in some markets where the Mk 1 Mondeo and Contour wasn't available). Then we had the first Focus which was a true world car, only to then be replaced by two distinct Mk 2 models. The Contour took a while to be replaced by the first North American Fusion which, while looking superficially similar to the Mk 2 Mondeo, was completely unrelated. The Mk 3 Mondeo was sold everywhere bar countries where the Fusion was available. It wasn't until the 2008 Fiesta that the One Ford ethos started seeing many Fords as world cars. It'll be interesting to whether Callum's comment "They will be visually similar but there will be less content for the US model" will reflect what the first Mondeo/Contour became or whether the cars will all share external panels etc and just have minor differences and different components under the skin. By the sound of things though it seems Ford may be going down the VW route with different cars that look similar but are for different markets.

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