- First small Ford to be created using kinetic design form language
- Verve Concept design brought to life
- Dramatic interior styling matches kinetic exterior
- Quality interior detailing, inspired by premium, high-tech products
FIESTA EXTERIOR DESIGN
The all-new Ford Fiesta is the latest application of the company’s kinetic design philosophy, bringing the modern Ford family style to the small car segment.
Since the Iosis concept vehicle introduced kinetic design in 2005, each new Ford has been created in a new interpretation of this design language, translating the trademark bold graphic elements and proportions to create a family of distinctive models.
The new Fiesta will spearhead a family of vehicles immediately identifiable as new generation Fords, yet with distinctive character to appeal to their target audiences. The new Fiesta asserts its own air of confidence, stylishness and individuality.
From Concept to Reality
The challenge for the Ford design team was to reflect the acknowledged character and driving dynamics that this popular small car has always represented, while reinvigorating the Fiesta brand to attract a whole new generation of customers, many of them new to Ford and new to Fiesta. Along with this, the team had to ensure that new Fiesta was undeniably a modern Ford.
The predominately young target audience was defined early on by the design team as ‘Design Progressives’ – a group that immediately identified with the kinetic design philosophy of ‘energy in motion’.
Early in the design process, the design team showed different design concepts to groups of these customers, translating the favoured treatment into the original Verve Concept, later revealed at auto shows around the world.
From the outset, the Verve Concept was created with an eye toward production. Through this process, Fiesta customers are clearly able to see the strong visual relationship between the concept car that excited them and the production car created from it.
A Small Ford for a New Generation
From front to rear, the all-new Fiesta exudes presence and individuality. It wears the distinctive, bold Ford ‘face’. Most noticeably, it uses the signature, large, inverted trapezoidal lower grille and large, central Ford oval badge that characterises both the Verve Concept and other modern Ford family vehicles.
Chrome and brightwork are used selectively, like jewellery accents, to convey elegance and sophistication. The lower grille features this effect with its clean, precise chrome surround.
The grille is finished with a dissecting, horizontal number plate bar and framed by a dynamic-looking front structure, sculpted as if a pair of ‘toned muscles’ were located on either side of the bonnet.
The application of such a strong face creates recognition and communicates an attitude that is bold and sporty, yet friendly and engaging.
Moving rearwards, sleek wraparound headlamps sweep back sharply, making both a strong visual statement as well as allowing for a very short shut-line to the sculpted, clamshell bonnet. This treatment gives the Fiesta a friendly, open and inviting personality, and in turn helps fulfill the requirements of pedestrian protection.
Strong brand character elements feature along the side of the vehicle, with bold, pronounced wheel arch lips – now a feature of the Ford brand DNA and present across the portfolio of models. These communicate tension and muscularity, signature elements of kinetic design.
Above the wheel arch is a raising bodyside beltline, a strong dynamic line sweeping along the side of the car towards the high rear light cluster. This maintains the ‘wedge’ attitude admired on the Verve Concept and communicates robustness. The undercut panel running beneath this line adds strength and tension, while the door handles are carefully integrated, for a tidy, harmonious finish.
A sloping A-pillar extends forward towards the front wheel centre line to visually shorten the overhang, while an A-pillar window adds to the sporty look and aids visibility.
The new Fiesta retains the sweeping profile treatment of the glass area – or Day Light Opening (DLO) – of the Verve Concept. This acts as a visual reinforcement of apparent movement that does much to emphasise the car’s sporty character. Side windows combine neatly to create a unified side window graphic – another kinetic design element that communicates dynamism.
The upper arc of the window shape forms a feature line that incorporates the shapes of the tail lamps and rear spoiler into a coherent signature, while an elegant chrome accent frames the lower edge of the side glass and accentuates the established Ford ‘kick-up’ at the lower rear corner.
At the same time, the sweeping roofline extends back appealingly from the forward-stretching A-pillar, framing the bold graphic of the Fiesta side window profile just as one with the Verve Concept.
This design approach is applied to both three-door and five-door models, retaining a dramatic and dynamic profile without sacrificing the true family car package.
Designers placed as much emphasis on the five-door design as they did on the three-door designs. Both cars are based on the same body, which makes the five-door particularly sporty and dynamic, almost like a five-door coupe.
At the rear of the car, many kinetic elements combine, including the chamfered rear glass area, low roofline sweeping into a small spoiler, the distinctive license plate graphic and dramatic tail lamps with honeycomb detailing, positioned high on the Fiesta’s rear corners.
An integrated, dark grey lower diffuser insert accentuates the bumper shape and adds to the athletic stance of the new Fiesta. The diffuser lends an air of lightness to the rear shape while its lines stretching outward toward the bumper lip draw the eyes once again to the wheels and the Fiesta’s sporty stance.
FIESTA INTERIOR DESIGN
Creating a striking, kinetic exterior shape was just one part of the new Fiesta design story and the Verve Concept that preceded it. The Fiesta is as dramatic on the inside as it is on the outside, with courageous use of dynamic lines, full surfaces and striking graphics.
Boldly shaped surfaces and contrasting colours and materials feature in an enveloping dashboard design that wraps around the driver and passenger and creates individual space. Through the application of carefully developed and matched colours and trims, the Fiesta’s interior meets a full spectrum of customer desires, from a playful sense of fashion to mature sophistication.
Designed for the times
For inspiration, the Fiesta’s design team extensively studied the styling and use of luxury goods and consumer electronics to create the look and feel for the cabin and main controls.
From the driver’s seat, the eye is drawn immediately to the Fiesta’s striking instrument panel centre stack. Designed for a global population familiar with the design language and intuitive operation of mobile phones and personal music players. The Fiesta’s centre stack houses the car’s Human Machine Interface (HMI), linked to a multi-function display screen in a high-mounted binnacle, close to the driver’s field of vision.
Functionally, a key element of the design is the decoupling of the traditional in-car entertainment system elements – screen, controls and electronics – something only made possible by development of underlying technologies. Separating these elements allowed designers to place controls and buttons for optimal ergonomic positioning in a design that resembles the usage logic of a modern mobile phone.
The only visible part of the underlying electronics is the CD slot. The buttons and the multi-function displays are separated from the electronic control unit and this is far less constraining on design freedom.
As a result, every button and switch on the HMI has been crafted with the minute attention to detail that characterises good portable electronic designs. The new Fiesta introduces a new approach to form and function and the instrument panel centre stack looks and feels very different to traditional automotive switchgear.
Echoing this theme are the stylish rotary controls for heating and air-conditioning that sit at the base of the centre stack, styled to reflect the look and feel of high-end power shower controls.
Precision and Confidence
Surrounding the centre stack are several defining interior elements. The steering wheel is the core interaction between the driver and the vehicle and in this instance it perfectly encompasses the Fiesta’s sportiness and confident driving quality.
The wheel has a modern, sculpted feel, with bright accents on the spokes creating a futuristic look. This is reinforced by the view through the wheel to the precision primary instruments and controls. The primary display – speedometer and rev counter – are framed by binocular-shaped, short tunnels of brightwork, which complement the centre stack and contrast the interior colours in another example of expressive design.
The attention to detail includes elements such as the new control stalks on the steering column, created to be precise and easy to use. Again, the design team sought inspiration from outside the automotive world and here it was provided by the packaging of luxury cosmetics, which often incorporate sophisticated, quality detailing to convey brand appeal. The column stalks use weight and precise action to communicate quality and responsiveness.
Quality is further evident in many details throughout the new Fiesta’s interior, including such touches as the texture of cloth seats and playful ‘Y’ graphic on the seat facings.
Colours Make the Mood
As with the exterior, colours play as vital a role as shape in defining and establishing the character and attitude of the different Fiesta models.
The range and breadth of colours, materials and interior trims available is class leading and will address the needs of both traditional customers and younger buyers who may be new to the Ford brand. In total, there are three distinct series options – Ambiente, Trend and Titanium – and 8 different colours and three trim combinations for the interior.
Each option features a two-colour instrument panel, with differing contrasts toned to match the palette of the exterior. The blend of colours is designed to be harmonious and was inspired by the exclusive fabrics and leathers of haute couture.
The use of colour and kinetic design elements allowed the design team to create more contemporary interpretation of established models. For example:
The Ambiente model offers a warm, inviting cabin, using a light contrast instrument panel.
The Trend series takes its inspiration from designer clothing with an emphasis on contemporary feel.
The modern Titanium model employs high contrast finishes for a sleek, technical appearance, inspired by premium technology brands.
For the Titanium series an Aesthetic Lighting Pack enhances the use of colour even further. In this premium, big-car feature a dome light comprising two small LEDs – situated in the overhead courtesy lamp – illuminates the centre console and gearshift area in a soft red glow.
A second ambient LED light source within the dash panel above the glove box emits a complementary soft red light on the passenger side of the car.
When the doors are opened, ambient lights brighten and are matched with footwell courtesy lighting. Even the centre console has an internal red LED illumination when opened that reflects premium electronic devices.