The Development Story
Fun. Rugged. Down to earth.
Those were the objectives Ford’s designers set for themselves when they started the Escape project back in the mid-1990s. Toyota and Honda had shown that a big market existed for small sport-utility vehicles (SUVs) and as the maker of the most SUVs in the world (the Explorer is the best-selling SUV on the planet), it was only right that Ford should offer a model in this growing segment.
Distributors around the world were asked for their input on how such a new model should be and from the outset, it was decided that the target market was the younger buyer with an active lifestyle. In other words, the new SUV had to exude a sense of youthfulness, adventure and delight, and more importantly, it had to appeal to customers not only in North America but around the world. Observing and listening to what those who owned a RAV4 or CR-V had to say was useful as Ford product planners were able to determine what was missing and aimed to provide that in the Escape.
Preliminary work began in Dearborn, Michigan, but across the Pacific in Japan, engineers at Ford’s Mazda affiliate were also at work on a small SUV. Keith Takasawa, chief program engineer for the Escape, along with 30
other engineers and designers from the US, travelled to Japan to find out more about Mazda’s concept. Shortly after that meeting, the two teams decided to combine the projects. Takasawa was named the senior chief program engineer on both projects, and Yoshihito Nagamoto of Mazda became the chief engineer for the Mazda version. Separate Ford and Mazda design teams were established to ensure that each vehicle would be designed to meet market needs and brand identities. A common Ford-Mazda engineering team developed the platform.
“We were confident with our Ford SUV heritage,” said Craig Metros, the Escape’s design manager. “Much of the design inspiration came from research aimed at understanding customer lifestyles, needs, tastes and activities.”
As the design evolved, it was clear that the theme would have to be universally recognized for this model to have appeal in the 167 markets worldwide where it was intended to be sold. Ford engineers and designers
spent two years in Japan working alongside Mazda engineers to ensure that the Escape would have outstanding spaciousness in interior and cargo room, yet be an efficient, internationally sized package. Mazda engineers also spent time in Dearborn with Ford team members. This merging of groups helped economize development costs for Ford and Mazda without sacrificing the brand image of either vehicle. It also helped to identify common components that could be used, further reducing the production cost.
“We wanted to keep the Ford a Ford and the Mazda a Mazda,” emphasised Paul Linden, who was the Escape’s project management supervisor. “Both SUVs were given completely unique exterior designs. Functionally, the Escape is a ‘tough sport utility vehicle’, while the Mazda vehicle (called the Tribute) is positioned as a ‘sports sedan of small SUVs’.”
Ford engineers wanted a vehicle with overall cargo area width to accommodate 4-foot widths of building material (for D-I-Y purposes), an important consideration for many customers in North America. The Mazda side, however, wanted a design that provided ample package space so owners could easily load bicycles in the rear. The end result was an SUV designed slightly taller and wider to satisfy the needs of consumers in both major markets.
“In some cases, we were on the same page,” recalled Metros of the development process. “In others, we worked on ‘win-win’ solutions.”
Research had shown that many small SUV buyers and even those buying large SUVs were women. They appreciated the higher ride height that gave a commanding view all round and the extra security of the ‘rugged’ body. So women’s inputs were given a lot of attention, particularly when it came to the package and proportions of the Escape.
For example, ensuring the rear door could easily be reached and pulled down by all buyers, regardless of height or strength, was an issue that came out of such consumer interaction. So, too, did Escape’s 1770 mm height. Unlike some other SUVs, the Escape sits at a comfortable height, while retaining the solid, sturdy stance that SUV buyers like.
“Input from female consumers was important because we knew that, even though many women buy SUVs, a large number were staying away from larger SUVs,” said Takasawa. “We paid a lot of attention to keeping the sill height low and packaging the driver’s seat and major controls very carefully with all drivers in mind. All drivers benefit as a result.”
The overall dimensions of the Escape – 4395 mm in length, 1780 mm in width – were important considerations for the more densely populated cites in Europe and Asia. Clearly, a large vehicle would be less welcome and so it required clever interior packaging to also achieve the spaciousness required. This was helped by the generously dimensioned floorpan which has a 2620 mm wheelbase with a track of 1555 mm in front and 1550 mm in the rear, almost 70 mm wider than the Explorer.
“We wanted a vehicle that looked like an agile and sure-footed athlete with the capability to go off-road but we did not want it to look toy-like because of its smaller size. So we also gave it a ‘serious SUV’ image,” said Metros
To help underscore the athletic image, black side step bars are standard. These step bars feature non-slip surfaces, aiding ingress and egress and
access to the roof rack for shorter people. The designers held numerous clinics with both men and women to help improve the location and design of the step bars, which are also a common sight on bigger Ford SUVs.
“We located the step bar on the Escape after a very detailed analysis of this testing,” Takasawa revealed. “With the step bar in the new location, approximately 70% of women participating in a special test actually used it to get in and out of the vehicle. That is double the current usage rate for most step bars.”
The Escape team knew that first impressions of a vehicle can be lasting, so great care was taken to ensure that Escape created a lasting impression. The full-grip door handles are just one example of the attention to detail in creating a robust identity. The handles are wide and thick, designed to be a handful when a customer grips them, giving a strong, durable, sure feel. Sophisticated computers were used to map the size of different hands. “We didn’t want anything that felt fragile,” Metros said. “The door handles were designed to feel confident and refined without losing Ford’s tough and rugged image.”
Even sounds were studied meticulously. Door latches “borrowed” from the Lincoln LS (a luxury passenger car model) were modified to produce a more “truck-like” closing sound when used in the Escape.
Attention to detail continued under the bonnet. Wires were grouped in neat bundles and even the caps for fluids such as coolant, windscreen and engine oil were positioned to face the customer when the bonnet is raised. “We went through the whole under-bonnet appearance,” explained Noah Mass, vehicle integration supervisor for the Escape. “When a customer looks at it, we want the engine compartment to look good. It’s yet another detail that strengthens the bond between the Escape and the customer.”
“We believe we have created the ultimate blend – a tough SUV that will suit active, urban lifestyles.” declared J. Mays, Ford’s vice-president – Design.
