People: Peter Horbury - Ford Design Director
This Much I Know
By Editors of Motor Trend
Photography by The Manufacturers
When Englishman Peter Horbury arrived as design director of Volvo in 1991, every car the Swedish firm made was essentially a safe on wheels. He changed their boxy look, starting with the S80, through the V70 wagon and XC90. In 2002, he was appointed head of all the Ford Motor Company luxury-car studios--Jaguar, Land Rover, Aston, and Volvo. Trouble was, all those brands had good designers in charge, so Horbury had little to do. Now, though, he's a way busier man. Since December 2003, he's been head of all Ford, Lincoln, and Mercury design for North America. He runs a design staff of 800.
Americans Want Riskier Designs
In the U.S., people don't hide their light under a bushel, so vehicles need easy recognition from a distance. Cadillac does it; Chrysler does it. Ford cars now do it. But you have to balance demand for impact with the business case. Designs have to last up to eight years. I bet the Ford 500 will last longest of all the sedans introduced last year.
Expect More Facelifts
People change to a different car when the lease is up, so we're going to do bigger half-cycle changes. The doors are the most expensive part and won't change, but we're getting the freedom to change everything else.
Ford Needs To Regain The Lead In Truck And Suv Design
We are trucks. We have to find out what's going to be needed 10 years from now. The American truck is a traditional, historic vehicle, not just a lifestyle vehicle. It's a working vehicle, so we have to remain practical. But the other side of the truck market is style conscious, and we have to cater to that.
Crossovers Are The Future
Lots of people are coming down from a higher truck to the Freestyle. The next Aviator (a crossover based on the CD3/Mazda6 platform) is a big change compared with the current one. You need body-on-frame SUVs for people who tow, but you don't need body on frame for every nameplate.
We're Serious About An American Small Car
People are moving back to the cities. Chicago has new apartment blocks everywhere, same with Boston. There are more singles because people marry later or regain their single status in their 40s. They don't need an Explorer downstairs. Our small cars will be different from the ones in Europe. Driving in Chicago, aerodynamics doesn't matter like it does on European highways. Practicality matters. A distinctive look matters.