Start Concept illustrates Ford’s design priorities, says vice president

Article by Christian Andrei, on August 29, 2010

The Ford Start minicar, a concept car for Asia, makes its first appearance in North America at the Ward's Auto Interiors Conference in Dearborn. The Start minicar clearly demonstrates Ford's design priorities, according to J Mays, Ford's group vice president of design and chief creative officer.

He said that the Start is true to the brand (particularly due to its three-prong steering wheel and analog-styled gauges) and it stands out from the other vehicles in the Asian market. However, Ford doesn´t have a decision yet on whether the Start will go into production.

Mays added that fuel economy is boosted due to the car's fuel-efficient, turbocharged 1.0-liter EcoBoost engine, providing meaning and value to consumers.

These qualities alone would definitely make the Start appealing to young Chinese consumers with their changeable tastes. The Start had made its debut at the Beijing Auto Show in April.

Mays revealed that Ford's overall design goal is to create cars that are fun to drive, among other things. He pointed out that consumers make purchases because they want an emotional relationship with products that they will be spending part of their life with.

When asked to comment on Ford's bland styling lately, Mays said that its design direction is a change from the recent past.

Topics: ford, concept, design

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