Moray Callum was named the company’s Executive Director, Ford Americas Design, effective May 1, 2009. Since 2006, Callum was responsible for implementing the design strategy and execution involving all Ford, Lincoln and Mercury cars and car-based crossovers. Previously he led Mazda's worldwide design after stints with Ghia Spa, Peugeot-Citroen PSA and Chrysler Corp. UK. Callum recently discussed his new role and other design topics with @Ford Online. Below are excerpts from that conversation.
Q. What is your reaction to your new role?
A. It's a great challenge. I think this role has changed a lot in the last 10 years. It used to be more American focused. Now, we're talking about designing global vehicles, which requires meeting the expectations of a global customer base and working more closely with our design colleagues around the world.
Q. Should we expect major changes to the look of Ford, Lincoln and Mercury vehicles?
A. No. The Lincoln vehicles introduced over the past couple of years have set the tone for where the brand is going.. Peter (Horbury) and the team did a great job of developing that DNA for Lincoln and we’re still building that up. You can see that in the MKZ, MKT, MKS, all which incorporate the visual face of Lincoln going forward.
What will change is the attitude toward what distinguishes the Ford brand. I think people will recognize that Ford isn't big, bold and American anymore. It's bold and global. The challenge is to design cars that are not just accepted in the U.S., but all around the world. And that's been underway the last couple of years.
On the other hand, I also have responsibility for some vehicles unique to the Americas, icons such as the F-150 and Mustang. Those are not global programs.
Q. What is Ford learning about designing for a global customer base?
A. We are finding that global tastes among consumers are not as different as we thought. People want exciting cars and spirited vehicles in terms of design. And we're not only talking about the U.S. and Europe, but other regions as well. All customers want cars that stand out, and that's something that’s surprised us a little. That's great for designers because we really enjoy working on those types of vehicles.
Q. Will the next-generation Focus be the company's first vehicle fully designed and engineered for global consumers under the One Ford strategy?
A. Yes. Fiesta is a global product. It is doing fantastic in Europe, and the research we've done indicates that it will be a fantastic car for the U.S.
Q. Compare the importance Ford senior management places on design now as compared to earlier in your career.
A. At one time, I think a lot of people said that design was important. But in reality, manufacturing was more important. We used to design cars more for the factory than we did for customers. Today, design is really considered a major differentiator because is an enabler for fuel economy, technology, quality and customer comfort. Derek (Kuzak) believes that design is very important and is very supportive of our organization. Senior management feels the same way.
Just so there is no misunderstanding, designers work very closely with manufacturing, which is a critical element in bringing a vehicle to market. We have manufacturing representatives in the studio to tell us what is difficult, what will work and what's impossible from an assembly and ergonomic standpoint. Everyone wants the same result – an exciting, high-quality vehicle for our customers. It's just a mindset change to more of a customer focus. For example, we've gone from a "ready to ship" designation to the term "ready to buy." That's what I am talking about.
Q. When did you know that you wanted to be an automotive designer?
I suppose we have to bring my brother Ian (Jaguar design director) into the conversation (laughs). I am four years younger than he. Ian wanted to be a car designer at the age of five or six. I watched him from a distance and learned what he learned and acquired many of the same skills.
When it came time to make a career decision, though, I chose architecture. I remember going to my interview for architectural school. I drew this house and this car in front of it. The car was a lot better than the house. I probably wanted to be an architect more to design my own house than anything else. I studied it for a year and then realized that it wasn't for me. But I was still in denial at that point that I wanted to be a car designer.
Then I took a general product design course, which included an internship that you had to find yourself. My first internship was with a pipe company that made expanded joints for air-conditioning systems and other things. It was not an exciting job. I told myself that the next internship was going to be something that I really want to do, so I said that I may as well try this car design stuff. So I got a placement in Chrysler UK. From then on, I realized that's what I wanted to do. I finally overcame my denial.
Q. What vehicles did you enjoy designing the most?
A. I did the Aston Martin Lagonda Vignale concept as well as the Ghia Via concept. Overall, a concept car is the ultimate flight of fancy for a car designer. With no real limits, you are free to produce a thought – a “concept.” But producing something real, something actual, that will sit in your neighbor’s driveway, that creates the ultimate satisfaction for me.
Q. Is there a certain design element that can be called the Moray Callum signature?
A. Not really. I don't think I should have a signature. I hope the vehicles I am involved with excite customers. The car is the star.
Q. Do you know right away – before a vehicle is even shown to the public – when you've designed a vehicle that customers are really going to like?
A. I think if you like it enough and if you get the right reaction from other colleagues, you know that it is going to be well received by customers. I am predicting that will happen with the 2010 Taurus. It's a car that went through quite a few design iterations in the studio, and then we were pushed by various people in the company to get it better.
When we came out with the final design, everyone was pretty much in agreement that it was a good car. So far, the response has been pretty good. In fact, I am picking up my new Taurus soon. It's a car that I will really be proud to have in my driveway.
Q. What can you tell us about the look of future Ford Motor Company vehicles?
A. Look at the new Fiesta, which has received fantastic response around the world. Fiesta is a forerunner of what is coming, like the new Focus. The design of that car is more or less finished, and we're very happy with that. I think we have a great product lineup now and it's only going to get better. The design element of our future products is going to be even more important. I think people will be excited when they see our new vehicles.
Q. What is the most interesting thing about you that employees don't know?
A. I am building a hot rod from scratch at home– a '32 Ford. It's a slow process. I am not an engineer, but I can put things together, and I know how things work.