Automotive journalists may hate the phrase “design language” due to its prevalence in the industry, but there’s a reason so many designers, executives, and PR people use it. Most automakers are looking to create a unified theme throughout their brand, hence the use of “design” as a “language.” Ford is no different – and the new Evos Concept shows that the maker is switching dialects.
Take a peek at Ford’s consumer Web site and look at all the similarities between the company’s vehicles, particularly those introduced or redesigned in the past few years. Or think for a second about the company’s “One Ford” mission, which aims to streamline product variation across global markets, thus reducing costs.
The Evos Concept will introduce Ford’s newest design language at the upcoming Frankfurt Motor Show. The name, the maker confirms, suggests this is an evolutionary, rather than revolutionary shift. But the impact, if the show car is any indication, will still be significant.
The Evos concept looks like a two-door sports coupe but offers four gull-wing doors. While those doors and other high-zoot concept features likely won’t see production (more on that in a bit), and it’s unclear if the Evos itself will ever roll down an assembly line, the takeaway here is that the concept reveals the basic design cues that most Ford vehicles across the globe will share in the coming years.