Justin Ahrens
Sarah Ahrens
Kara Ayaram
Tim Damitz
Susan Herda
Kerri Liu
Katrina Strich
Intern
Guest Blogger
No one can argue with the fact that the automotive industry is hurting. Rising gas prices and material costs coupled with a struggling economy have backed the industry into a corner. And no one has felt the pressure more than the “big three”. Ford announced a record loss last quarter. Chrysler, a company that has relied on the “light truck” (minivans, SUVs, Jeeps) category for years, is struggling to make sales. And General Motors is having to make substantial cuts to assure that it will have a little left in the tank for next year.
Oddly enough, both GM and Ford are not feeling the heat in Europe. “Why is that?” you ask. The answer is simple: they’re providing the customer with beautiful, well-built cars that are exceeding expectations.
Case in point: The Ford Focus.
In America, the Focus is a mild mannered car that will excite no one, and is probably one of the worst designs of a domestic car in this decade. Enter the European Focus. A beautiful car that is extremely well engineered and built on a platform that isn’t going out of style. Recently, Ford announced that the Euro Focus will in fact be heading to our shores in 2010 – a delayed, but welcomed announcement.
This is a great example of really making the best car you can – not just perpetuating mediocrity (as is the case with the current domestic Focus). Not to mention the lesson learned by seeing Ford go out and invest in beautiful design, and then watching that design sell cars like it is nobody’s business… rather, sell cars like it IS their business.
The lines of the European Focus are intentional and expressive, not arbitrary and cold. Effective automotive design evokes excitement and desire. Driving a good car is something that a few years ago only a small percentage were privileged to experience. Now with the shift to small, affordable designs that have a high quality expectation, the masses are able have similar feelings they would get with an Audi in a Focus. This shift away from large cars in the industry is just as powerful as the shift toward SUVs in the early 90s and high quality design will separate the contenders from the rest of the field.
Ford is beginning to get this. So is General Motors with their announcement of the Chevy Cruze. But is it too little too late?
Does the appearance of the car determine your interest? Or is it all function over form?
There is something about European cars that I have an attraction too. From BMW to Audi and VW I have always prefered those brands. I think you said it “intentional & expressive”
Check out this TED talk by Chris Bangle (lead BMW designer) titled “Great Cars Are Art” – http://moourl.com/oovd1
im from england and have never seen the US focus, but it is very ugly, the cars in europe are on the whole, great looking, well engineered projects, in our market competition for the best something can be is very important, cars are marketed as stylish products where looks are very critical.
Also i have driven the new focus, and its a very nice car, handles well, great engines (petrol or diesel), lots of space, and significanlty cheaper than the VW Golf, BMW 1 Series or VW Golf (its also europes top selling family car too)