A New Look For Ford

DEARBORN (WWJ) -- Ford is preparing to roll out a new look for its vehicles. That look is set to make its debut with the Ford Evos concept car, which will be on display at next month's Frankfurt Auto Show.

"We're not going to Frankfurt to provoke people," said Ford design vice president J. Mays. "We're going to Frankfurt to seduce people."

Ford calls the Evos a showcase for the brand's new global design language, and a new vision for new technologies.

"This is a clear demonstration of the exciting vision we have for the Ford brand," said Derrick Kuzak, Ford's product development chief, in a statement. "While you will never see this car on the road, the next generation of Ford products around the world will display many of the distinctive design ideas and advanced technologies it showcases."

Among the new technology being tested on the Evos is a system to connect the driver to the Internet "cloud" where information can be easily accessed.

"We're researching how we can use patterns or preferences set by the driver to make life simpler," said Paul Mascarenas, Ford's chief technical officer and vice president of Ford Research and Innovation, in a statement. "The car gets to know you and can act as a personal assistant to handle some of the usual routines of a daily commute."

That cloud connection, Mascarenas says, also allows Ford to use the Evos concept to test out health monitoring technology. Aimed, Ford says at monitoring the physical state of the driver, and adjusting the experience accordingly.

The Evos will also have design cues you wouldn't see on a production car—like gull wing doors. Designers say that makes it easier for show goers to see inside the vehicle.

The look of the Evos will start appearing on Ford production cars fairly soon.

While the appearance is decidedly upscale. Ford's J. Mays says they are not changing the market position of the Ford brand.

"The market is littered with manufacturers that have decided to go up-market," he said. "That's not what I'm talking about. I'm talking about delivering our mainstream customers a visually premium experience. Big difference."

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