Ford’s Evos concept, unveiled today, will make its public debut at the Frankfurt motor show in mid-September. It is described by the company as its first ‘truly global design’. 

“The momentum of Ford’s global product plan is building fast, and this new design DNA provides a clear direction for a whole new generation of models,” said Ford design chief J Mays. 

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The plug-in hybrid Evos is about the same length as a Ford Focus but as wide as a Mondeo. The first model to use the design language will make its public debut in early 2012 and is based on the Evos. 

One of the objectives of the new design – described as a development of the current ‘kinetic’ design – was to inject premium quality into the next generation of cars. 

“We believe that the new generation of buyers around the world has higher expectations for a more premium design language in all products. This understanding of the consumer played an important role in shaping this fresh design DNA,” said Mays. 

One of the biggest changes is at the front which gives Ford a new face. A one-piece inverted trapezoidal grille sits higher than current grilles and does away with the traditional split grille while headlights are smaller. 

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The transition to the new ‘face of Ford’ has already been partially seen in the Focus EV and the new Focus ST. 

Mays said that the Evos Concept was developed “through an unprecedented collaboration between Ford’s highly regarded design teams from its studios around the world. 

“The design direction that created the Ford Evos Concept is the result of intensive work by the Ford global design team to hone the brand’s future direction,” said Mays. 

“Our leadership team – including Martin Smith and Moray Callum – has fostered a spirit of collaboration and healthy competition which allows each studio to explore creative approaches for future products. 

“We wanted the Evos to give a clear message about where Ford design is heading – shaping vehicles that are fun to drive, have a premium appeal but, above all, are stunningly beautiful. The first fruit of this vision will be ready sooner than you might think – you’ll see it in around four months rather than four years. We can’t wait to introduce the first production car to include this new Ford design to our global customers.”