While on the press-trip for the 2010 Ford Taurus, I had the opportunity to spend a few minutes with Ford Motor Compay's affable design boss, Moray Callum. Intertwined with discussions of Chrysler-powered Dual-Giha roadsters and other ephemeris, I asked Callum (whose correct title is Executive Director, Ford Americas Design) about what the 2010 Ford Taurus says about Ford's design strategy.
Callum said, "There comes a time when a company has to step away from trends and design for their brand. The outgoing Taurus had a more Teutonic theme to it -- meaning it was intentionally clean and frill-free." As we talked more about that car, our consensus of two was that the previous design may have been clean and frill-free, but it was also just dull.
Continuing, Callum said, "We wanted the new Taurus to be American, and I believe it is." When asked what his favorite design aspect of the 2010 Taurus, Callum responded, "I liked the proportions we were able to achieve with the car. When you see it, it doesn't reveal that it's front-wheel-drive." Achieving a design with a powerful look (Callum referenced the Pontiac G8 in a positive light) is tricky to do in a front-wheel-drive car because of the additional front overhang forward of the front wheels (required by the powertrain). Callum continued, "I think we've got a big sedan that has a strong street presence."
When asked about the future of design from Ford, Callum opined, "I think you see more detailing, like the level we have in the Taurus. You'll even see it in the new Fiesta and Focus." As he explained what he meant, he talked about the details on the new Taurus including the sculpted hood and the elegant front running lights. Callum also stressed the importance of designing a Ford to look like a Ford. He said, "Just because we could design a car to look German, doesn't mean that's a good idea. You have to design for your brand."
Moray Callum was named the company's Executive Director, Ford Americas Design, effective May 1, 2009. He has overall responsibility for the design of all cars and trucks designed in Ford's North and South America studios, and he also will guide the design of Lincoln and Mercury products.
Since 2006, Callum has been responsible for implementing the design strategy and execution involving all Ford, Lincoln and Mercury cars and car-based crossovers. He has overseen the design of the 2010 Taurus and directed the teams that developed the 2010 Mustang, Fusion and Mercury Milan designs.
Previously, Callum was head of Mazda's worldwide design. While there, he brought to life a new generation of Mazda vehicles, including the MX-5 and the CX-7 crossover, the Mazda 2, Mazda3, Mazda5 and Mazda6.
He joined Ford in 1995, where he designed key North American products, including the 2000 Taurus and production vehicles such as the last generation of Super Duty pickups.