Ford Designer Says Company Ditched ‘Russian Doll’ Strategy

Ford Designer Says Company Ditched ‘Russian Doll’ Strategy

Posted on December 16, 2024

In recent years, Ford has redefined its design strategy, moving away from creating vehicles that simply meet basic transportation needs. Under the leadership of CEO Jim Farley, Ford has shifted focus to producing what he calls “passion products” – vehicles with distinct character and emotional appeal. This change aims to position Ford’s lineup as more than just functional vehicles, capturing the imagination and desires of customers looking for a stronger connection to their cars.

Ford of Europe design director Amko Leenarts has also played a key role in reshaping the company’s design philosophy. Since taking on his role in 2017, Leenarts has rejected the “Russian doll” approach – where vehicles share similar styling cues – which he believes no longer resonates with consumers. Instead, he aims to create models with unique personalities while maintaining a cohesive Ford brand identity, giving each vehicle a story and style that stands on its own.

This new direction aligns with Farley’s vision but contrasts with former VP of Design Anthony Lo’s approach. Lo previously advocated for interior design to lead Ford’s aesthetic, shifting the focus away from exterior appeal. However, this strategy did not fully align with Ford's evolving goals, and Lo left the company after three years to join BAIC in China.

Lo’s departure opened the door for Todd Willing, a long-time Ford designer who now serves as the company’s new VP of Design. Willing, previously the global design director for Ford Model e, is tasked with carrying Ford’s vision forward. His experience and commitment to creating dynamic, emotionally resonant vehicles align with Ford’s current mission to design vehicles that are anything but ordinary.