Ford's NA Design Director aims to shorten product lifecycles

Peter Horbury, Ford Motor Company North America Design Director, has told Automotive News he intends to shorten product lifecycles at the ailing company from an average five years to three years starting this decade.

"We feel there is no value in minor changes but a huge value in major changes," Horbury told the industry weekly.

Ford needs to ensure that buyers continue visiting showrooms as the giant automaker struggles to retain market share. Energy conscious consumers have been flocking to competitor's showrooms and the automaker's sales in the North American auto market have been slowing due to rising petrol prices. In May, the perrenial bestseller in Ford's stable - the F-150 pickup - was unseated for the first time in 17 years. It ceded its top spot to the frugal Honda Civic. The Toyota Corolla, mid-size Camry and Honda Accord also bested the F-150's sales figures.

Redesigning vehicles on a more regular basis as well as introducing new smaller, energy efficient vehicles to market is imperative if sales are to be prevented from taking a dive and to keep customers buying new vehicles more often.

"The time period for one model staying on the street will be much shorter before we do something with it," Horbury was quoted as saying. "That means such things as the front and rear fenders, hood, along with the grille and fascias, will be new."

According to Automotive News, the doors, roof and glass will likely transfer over from previous models to decrease the costs associated with the fabrication of such elements.

By Eric Gallina