(Expanded from 10/8/2021)
A late-1960s Ford promotional film, The Design Makers — Inside Ford Design, offers a captivating glimpse into the automotive design process at Ford during a turbulent era. The film inadvertently reveals the challenges faced by American automakers as they struggled to keep pace with evolving consumer preferences and increasing competition from foreign brands.
This article delves into the film’s insights, examining Ford’s design philosophy and the factors that contributed to both its successes and struggles in the late 1960s.
Styling: The Dominating Force
The film emphasizes the significance of styling in automotive development, highlighting the numerous iterations and revisions design proposals underwent. Notably, the film focuses on the 1970 Ford Thunderbird, showcasing the prioritization of aesthetic elements over engineering and practicality.
A 1970 Thunderbird design proposal rejected for being too “conventional.”
The film captures designers striving for a “masculine” and “controversial” look for the Thunderbird, ultimately leading to the adoption of a prominent “eagle beak” front end. While the redesigned Thunderbird briefly outsold competitors, its design marked an evolutionary dead end, epitomized by its impractical and vulnerable bumper design.
The 1970 Ford Thunderbird’s front bumper offered minimal protection.
The Absence of Practicality
The film’s emphasis on the Thunderbird, a large, stylish coupe, raises questions about Ford’s commitment to practical and functional vehicles.
The Ford Model T: An icon of practicality and functionality.
While a concept car resembling a potential Mustang is briefly shown, it, too, prioritizes style over functionality, highlighting Ford’s struggle to balance design with the evolving needs of consumers.
An advanced Mustang concept prioritized style over practicality.
Design Conflicts and the “Bunkie’s Beak” Controversy
The film alludes to the importance of teamwork in design but hints at internal conflicts within Ford’s leadership. This is evident in the Thunderbird’s controversial “eagle beak” grille, attributed to then-Ford President Semon “Bunkie” Knudsen.
The 1969 Pontiac Grand Prix, an example of Knudsen’s design influence.
Knudsen’s design preferences clashed with those of Ford Division head Lee Iacocca, resulting in design chief Eugene Bordinat reportedly creating separate clay models to appease both executives. The “Bunkie’s beak” design, while short-lived, exemplifies the internal struggles and shifting design philosophies within Ford.
Design Conformity and the Rise of Foreign Competition
The film inadvertently showcases the design conformity prevalent in the American auto industry during the late 1960s. This homogeneity, coupled with a focus on style over substance, created an opportunity for foreign automakers to capture market share with their smaller, more efficient, and increasingly stylish vehicles.
The Saab 96, a testament to innovative and distinctive design.
While factors such as safety and environmental regulations would later impact design, the late 1960s marked a period where American automakers, including Ford, struggled to adapt to the changing automotive landscape, paving the way for the rise of foreign competition.
Conclusion
The late-1960s Ford promotional film offers a fascinating glimpse into a pivotal period in automotive history. While intended to showcase Ford’s design prowess, the film reveals a company grappling with internal conflicts, changing consumer preferences, and the rising tide of foreign competition. The film serves as a reminder that even industry giants must adapt and innovate to remain relevant in an ever-evolving market.
