2011 Ford Focus – Results from the Ford equation
Having high expectations on designs that come out from Ford would not be unreasonable if you were to see the examples of the Mondeo, Fiesta (Fast as a spear) and in some ways, the Taurus (Elegance that needs cosmetic surgery). I have to be honest, the first visual impact-opinion I had when seeing the new Focus was that of a brave boldness, mostly referring to the gaping vents at the front, and to how dramatic they were.
I don't mind the front end in the production version. It is distinct. But you can see what they were trying to relate to (the Fiesta - sketch)
Now that I’ve calmed down a bit and seeing the front end as an isolated element, I can see where they were coming from with that front end in its relation to the successful Fiesta, but am struggling to see why they didn’t try and make it more obvious as the vertical bars that support the lower in mouth seem weak, almost flimsy.
Front end comparison
Along the fenders are muscular wheel arches created by curved lines that lead over a belt line that connects them visually. A resultant intersection of surfaces and lines has a dynamic effect which again is pretty cool in isolation, but I have to admit struggling to see the harmony in relation to the rest of the car. It just seems a bit forced… can you see it?
A typical rear end - Not sure about that rounded section though.
Rounding up the rear is effectively a result of connecting the surfaces over the rear fenders. The graphical breakup is typically Ford, being inoffensive except for the tail lamp that seems out of place, and the surface of badge placement that seems a bit round. The front also seems a bit stiff around the bonnet area, now that I take a second look.
Some lines create forced surfaces that don't match. The tail light also seems out of place.
Overall the proportions of this design are desirably proportioned, just like the other products in the Ford range. However, with the high standard expected from those products, it becomes easy to notice the awkwardness when there are a couple out of place elements.
Actually the front end reminds me a lot of the Peugeot 308. Which in my opinion doesn’t work at all unless you consider grotesque the new beautiful. The Fiesta and an updated version of the Focus though different then this one and the C-Max have been on sale here in China for a year now. Though I don’t find the exteriors offensive in anyway, the statement they make from a design perspective is almost instantly forgettable. The interiors are the worst of George Jetson. I agree with your opening remark that the Mondeo is a beauty. To my eye I much prefer the design language coming out of Citroen, Hyundai and Kia.
Hey there Bill,
Great to hear from you again! Good call on the 308 comparison – its like a huge whale shark sucking in fish. I see what you mean by the grotesque – in my opinion I would save that description for the older BMWs too! I too am sympathetic to the cause of Kia – as they are becoming more palatable, but they still have things to work on.
They’re all going in the same direction these days, aren’t they? Even KIA’s new flagship is heavily influenced by European styling. Probably because the design team is based in California and their Chief is a German.. check this out. http://paultan.org/2010/02/22/new-kia-optima-to-make-new-york-debut-in-april/
yeah, interesting! I cant wait to see how this looks in production form! the sketch in itself is a winner!
I think that Ford had always problem with clear indentity in front end and new Focus doesnt help much. Vertical bars are strange and I dont see current style of Focus in this. May be they want evolved current style with this, but I think it should be better first just a little settled down new style and then make evolution. If I look on the front end of new Kia Sportage, I have to say that KIA is now a step before the Ford.
How true, I agree that they should have let things ‘settle’ with their new found ‘corporate face’ of design before getting to keen in trying to evolve that style. Perhaps from that point of view, their body sides seem to be doing this more successfully! haha.
Thanks for the comment, and great site on your end!
AC, I have been studying the 2012 Focus since its intro at NAIAS and I have come to the same conclusion regarding the lower trap. The two bars coming down that follow the line from the bonnet weaken the character or purpose of the gapping lower trap ‘to look menacing or aggressive”.
My feeling why Ford choose to move away from the aggressive open lower trap found on the other Ford Euro vehicles has something to do Ford believing they had to compromise the design to satisfy North American tastes.
In some sense the North American Fiesta redesigned face supports my theory somewhat with Ford N.A. taming down the lower trap making it much smaller leaving a less aggressive which IMO changes one of the strongest character attributes.
All other global markets where the new Fiesta is being sold, the Fiestas aggressive lower trap has been left intact.
Regarding the side of the Focus, I cannot make a judgement until I see different paint colours and wheel styles. I find the silver paint and wheel choice shown in your above pictures of the sedan do not compliment the car whatsoever. The wagon variant shown at the Geneva show and 5 door hatch IMO gave me a better idea and perseptive on how all the lines work together.
I like the new design in general, but those 2 strips of metal in the front lower trap wreak havoc on an otherwise great looking car.
I suppose one good easily remedy this by either removing them surgically or painting them black.
When reading the reactions on the auto forum comment sections & comparing North America to Europe reactions, North America comments in general are very positive while quite the opposite reaction from the Europeans. With many European commentors blaming the new Focus face compromises on the North American consumers tastes.
That said as I understand the 2012 Focus will be the end of the Kinetic design theme and the next Mondeo/Fusion MY2013 will show the new global design direction
Hey Carl, Thanks for your comment! – I see your idea on the NA market design change. Perhaps there is something to be said about not wanting to offend anyone, in regards to it’s design. Having said that, I don’t know if I’m more offended! haha
For the body side, I see what you mean. This thick and POWERFUL body is placed on thin and tip-toey wheels… They should be sending the same message!
I think you may be right in suggesting this might be the last of the kinetic concepts coming out, but there is a part of me that is hoping there is more… I think the next consumer car styling we have to keep our eyes on is Kia!
Here’s to hoping!