Spoilt for choice - An interview with Moray Callum

Ford’s Mustang 5.0ltr, the new generation Ford Focus and the Edge Concept vehicle are just three of the cars Ford has brought to the motor manufacturer’s battlefield that is the Geneva Car Show.

I caught up with Moray Callum, Ford’s Design Director, in the VIP area of Ford’s stand. After an absence of four years from the Geneva Motor Show, Callum had a lot to say about Ford’s new products.

Ford’s design concept has been globally recognised and accepted, guaranteeing a product that suits every country’s need. “The work behind the design of our vehicles makes them instantly stand out as Ford vehicles”.

The muscle of the Mustang will be coming to Europe, as Ford launches their 5.0ltr beast on the continent. The Mustang 5.0lt V8 engine pays homage to the original 5.0, delivering 420 horsepower and 390 lb-ft. of torque. The powerhouse features twin independent variable camshaft timing, an aluminium engine block and cold-air induction to help improve power.

The 5.0 V8 has a compression ratio of 11:1 and cylinder heads designed to optimize airflow. Available in both left- and right-hand drive versions, and with a less powerful sister sporting a V6 engine, Ford aims to make the Mustang more accessible to people all over Europe.

Launched at the Barcelona Car Show, Ford’s Edge Concept is again exhibited at the Geneva Motor Show, showing where Ford want to go with the Edge concept car. “Having been very successful in the US, we will now bring the concept over to Europe, however the vehicle is still in concept stage,” Cullum said.

Ford considers the Edge Concept as an indicator for what’s to come in the second generation of the mid-size crossover. The Edge is the brand's take on the family utility vehicle. The Edge Concept puts several of Ford's safety technologies into practice, including LED headlamps, collision avoidance systems and the industry’s first parking assistance tool which is not only capable of parallel parking, but can park itself in perpendicular spaces without a driver behind the wheel.

With today’s stricter regulations on emission and ecology control, Callum strongly believes in offering clients the power of choice. “Rather than one model, we are offering the chance to choose,” he said.

The C-Max Energi concept allows the driver to charge the vehicle’s batteries through a solar panel built into the roof of the car, eliminating the need for plug-in charging.

Both the C-MAX Hybrid and the C-MAX Energi plug-in-hybrid feature a power train that delivers responsive power. Customer response to Ford C-MAX is strong. In fact, C-MAX Hybrid and C-MAX Energi plug-in hybrid are experiencing record U.S. electrified vehicle sales.

Ford sold 53,014 electrified vehicles through July – 392 percent higher than a year ago. “New technologies empower manufacturers to tap into new systems, giving better economy and performance,” Callum explained.

The variability of on-road fuel economy is greater for hybrids than for conventional vehicles. Relatively small differences in driver behaviour and driving conditions can have a significant effect on the degree to which a hybrid’s gasoline engine is used for propulsion, which affects fuel efficiency. The C-MAX Hybrid has an EPA-estimated rating of 45 city/40 hwy/43 combined mpg.

C-MAX Energi is designed to deliver maximum efficiency by combining a state-of-the-art lithium-ion battery and electric motor with a gasoline engine. The Regenerative Braking System can recharge the lithium-ion battery, which powers the electric motor, doing away with the need to plug-in.

In the past months, Ford has experienced a growth in their European market. “The Fiesta and Focus models are our coolest trend in Europe. Meanwhile, the US economy is slowly picking up and gaining momentum.

"Lately we have seen a rise in the number of truck and commercial vehicle sales, which means that people are building, so the economy will regain its strength. The future seems promising, not just for Ford but for the country too,” he said.

“Considering the size, it is a very manageable and enjoyable show. You can tour the big OEMs and small manufacturers in the same event. Everyone loves the Geneva Motor Show,” Callum said.

Commenting on the Geneva Motor Show itself, Ford’s Design Director explained how given the Swiss way of planning events, the show is very democratic in terms of how much space each manufacturer gets.

Callum's car design career began in 1982, when he worked for Chrysler straight after graduation before joining PSA Peugeot Citroën contributing to the design of passenger and commercial vehicles. In 1988, he joined Ghia as a consultant designer contributing to the 1989 Ghia Via concept and the Aston Martin Lagonda Vignale.

1995 saw Callum being hired by Ford, for whom he had worked on numerous projects at Ghia. He has since worked on various notable Ford projects including the facelift of the 2000 Ford Taurus. He also worked on the Ford Windstar, Mercury Villager, Super Duty pick-up trucks, Ford Excursion, and the Ford EX concept.

Tomorrow, MaltaToday will catch up with Moray Callum’s brother Ian, Jaguar’s Design Director.