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, Fordās next European EV will be named Capri, and it will be the second model the automaker bases on Volkswagenās MEB electric vehicle platform. In an interview with Autocar, Fordās 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 āequity of an older nameā while giving it a new design interpretation could prove successful. āItās about the tension between something thatās got the equity of an older name and something thatās completely new,ā he said. āFord is blessed with a unique perspective that nobody else has because of its age.ā
While Leenarts recognizes the importance of Fordās history, he is not interested in designs that are too reverent to the classic vehicles of the past. āRetro designs arenāt moving us forward,ā he said. āItās always about totally new interpretation: thatās what makes it interesting.ā
Leenarts did not confirm that Fordās next model will be called the Capri, but he did reveal that it would be a departure from the automakerās current design language. He said that this decision came about as a result of customer feedback.
āWhat was really hurting me was them saying we were boring. And that was the part I got really engaged in,ā he said. āI said: āOkay, we have to come up with unique proposals: car designs that are clearly differentiated, that offer a unique perspective that nobody else has.āā
See also: Volkswagen Rumored to Revive Golf Nameplate for Upcoming Electric Hatchback
As a result, Fordās 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 Fordās 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 āSport Crossover,ā canāt look boring. āI think there are some products out there that try a little bit too hard, and in the end it gets to something thatās almost an appliance design,ā he said. āSo, a pitfall is appliance design. Donāt make it look like an appliance; itās got to be sexy.ā
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, āthe public loves that weāre bringing back nameplates to new territories.ā