Ford is staying true to its commitment to producing high-performance models in the future, despite recent cutbacks in the Ford Performance lineup for ST and RS models.
As the Focus ST is set to join the Fiesta ST in retirement, only the Puma ST and the iconic Mustang will remain available for enthusiasts.
During an interview with Autocar, Ford of Europe design director Amko Leenarts emphasized the brand’s ongoing commitment to performance vehicles, even in the electric era. Leenarts stated, “If we’re not doing that, we are making the wrong investments. So it’s got to transition to our normal car lines globally.”
Q&A: Amko Leenarts, design director, Ford of Europe
With the introduction of the new Explorer and Capri, Ford has showcased a fresh design direction. Where does the brand stand in terms of its evolution?
“Twelve months ago, our electric vehicle lineup was limited to the Mustang Mach-E. By the end of 2024, we aim to offer a diverse range of EVs at varying price points.
“Expanding our electric vehicle range has been a pivotal aspect of our strategic roadmap. We strive to differentiate ourselves in the market and provide a comprehensive selection of quality vehicles.”
From the uniform design approach of models like the Fiesta, Focus, and Mondeo to a more distinctive design language, how does this shift empower you as a designer?
“Since assuming the role of design director in Europe in 2017, I’ve faced external pressure to define a new design philosophy. The era of applying a uniform design DNA across all models is evolving. Customers now seek vehicles with unique personalities and storytelling elements. While maintaining the essence of the Ford brand, we are moving away from a ‘Russian doll’ approach.”
Volkswagen and Ford are both redefining their brand image to become more beloved by consumers. Do you think mainstream car brands have lost their appeal?
“It’s a natural progression. We’ve seen trends where brands emulate German quality, Italian flair, aerodynamic designs, and so forth. The industry is constantly evolving, and consumer preferences shift accordingly.”
