AutoCritical

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.

This evolution from sketch – concept – production is quite a traditional one. Upon the release of the S60 production images, we are now able to compare the intended design flavor in the sketch to the production car.

Rear Sketch

In my opinion, the most exciting view is from the rear of the car. There are bold lines that flow from the nameplate through to the rear lamp then down to the rear fascia, intersecting the line rear fascia that flows to the body side. I’ve never seen anything like it.

Front Comparison [Sketch - Concept - Production

Similarly the front end has these gestural elements of lines swooping from the bonnet then translating to surfaces around the lamps and down around the grilles. These are also intersected by this clever theme around the lower grilles.

On the body side, a long beltline elongates this elegant and mildly aggressive car, resulting in a muscular form over each of the wheel arches.

Side Comparison [Sketch - Concept - Production

Evidence of this translation to the production car is less dramatic but the intentions are obvious. The bonnet, upper front fascia and beltline capture the most similarities, however throughout the car; the lower half is less inspiring as the concept. Totaling all the minor changes from concept to production, they all add up to a car that you can appreciate for its unique Volvo style, just a bit less dynamic than the designers idea.