Back when it was virtually guaranteed 20% US market share, Ford would redesign its vehicles every five or more years. The Ford Ranger, Focus, and Crown Victoria changed even slower, with mostly only new lights and grilles. When competitive pressures started to put the Blue Oval into an anaconda death grip, that once guaranteed share began to shrink. To battle those competitive forces, Ford is looking to do a major redesign on its vehicles every three years from now on. Ford design director Peter Horbury told Automotive News that minor styling changes just aren't effective, and that future redesigns will include changes to everything but the doors, roof, and glass. That leaves bumpers, hoods, trunks, lights, quarter panels and front and rear facias as some of the items that can be refreshed in a much more timely fashion.
Horbury claims the Dearborn, MI automaker listened to the press with regard to styling changes, which emboldens us to ask for more. We'd like a twin-turbo four-pot Mustang, a plug-in euro Focus, a 40 mpg F-150, a seat on the board, and free Mondeos for all.
According to Peter Horbury, Ford's head of design in North America, the Blue Oval will be shortening the time frame between major styling changes for its models from five years to three. This move is part of a plan to reduce the need for large incentives to move older models that haven't had a major redesign in 4 - 5 years. Apparently, the company has not seen big sales jumps with its standard practice of giving older models minor facelifts. So, for instance, the Ford Flex, which is arriving to market as we speak, could see some major changes for its first makeover on which designers are already working. First seen in 2005 as the Fairlane concept, the Flex could be in danger of getting stale faster than other models. Considering that we just drove the new 2009 Ford Flex for the first time, already starting its next major restyling is a good sign that Ford's planning ahead these days.
