Ford of Europe is set to revive classic nameplates like Capri in a bid to sell future electric vehicles (EVs) and make a significant impact on the industry. However, despite tapping into its rich history, the company is not looking to create retro-modern vehicles and is refusing to be constrained by past designs.
According to recent reports, Fordâs next European EV will be named Capri, and it will be the second model the automaker bases on Volkswagenâs MEB electric vehicle platform. In an interview with Autocar, Fordâs head of European design, Amko Leenarts, revealed that reviving classic nameplates would be an important strategy for the brand.
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Leenarts believes that capitalizing on the âequity of an older nameâ while giving it a new design interpretation could prove successful. âItâs about the tension between something thatâs got the equity of an older name and something thatâs completely new,â he said. âFord is blessed with a unique perspective that nobody else has because of its age.â
While Leenarts recognizes the importance of Fordâs history, he is not interested in designs that are too reverent to the classic vehicles of the past. âRetro designs arenât moving us forward,â he said. âItâs always about totally new interpretation: thatâs what makes it interesting.â
Leenarts did not confirm that Fordâs next model will be called the Capri, but he did reveal that it would be a departure from the automakerâs current design language. He said that this decision came about as a result of customer feedback.
âWhat was really hurting me was them saying we were boring. And that was the part I got really engaged in,â he said. âI said: âOkay, we have to come up with unique proposals: car designs that are clearly differentiated, that offer a unique perspective that nobody else has.ââ
See also: Volkswagen Rumored to Revive Golf Nameplate for Upcoming Electric Hatchback
As a result, Fordâs EVs will look nothing like its other vehicles. This spirit of change has already been expressed in the new European Explorer EV, which has a boxier and more minimalistic design than Fordâs other vehicles, such as the Puma and the Kuga.
Leenarts understands the importance of creating something exciting and not just different. He stated that the next EV, which has only been referred to as a âSport Crossover,â canât look boring. âI think there are some products out there that try a little bit too hard, and in the end it gets to something thatâs almost an appliance design,â he said. âSo, a pitfall is appliance design. Donât make it look like an appliance; itâs got to be sexy.â
Overall, Leenarts believes that reviving classic nameplates while offering a new design interpretation is an important tactic for Ford. By doing so, the automaker hopes to differentiate itself from competitors and offer customers a unique perspective on the future of EVs. As Leenarts put it, âthe public loves that weâre bringing back nameplates to new territories.â