Ford unveiled a new design language rather than a car at the Beijing Auto Show. Design director of Ford China Max Wolff explains why.
Ford has been struggling in China for a few years now. After sales peaked at 951,396 in 2016 they fell to a low of just 232,555 last year. The signs are though that a revival is now underway, the second quarter of 2020 saw the first sales increase in three years with a respectable 158,589 cars. If the decline can be attributed to an ageing line up which didn’t appeal to Chinese consumers, the turn around comes thanks to progress on the ’In China for China’ policy of Ford China 2.0.
Embodying that change at Beijing is not a car but a concept art piece showing Ford’s new ‘Progressive Energy in Strength’ design language. The sculpture interprets Ford’s pioneering spirit across four fronts: performance, design, technology and experience.
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