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12 BUSINESS & FINANCE maltatoday, WEDNESDAY, 5 MARCH 2014 Ford's Mustang 5.0ltr, the new gen- eration Ford Focus and the Edge Concept vehicle, are but three of the cars Ford has taken down to the mo- tor manufacturer's battlefield that is the Geneva Car Show. I caught up with Moray Callum, Ford's Design Director, sipping coffee at the VIP area of Ford's stand. After an absence of four years from the Geneva Motor Show, Callum had lots to say about Ford's new products, together with the occasional joke about the 'Swiss way of doing things'. 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 launch 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 power-plant features twin independent variable camshaft timing, an aluminum engine block and cold-air induction to help improve power. The 5.0 V8 has a compression ratio of 11:1 and the cylinder heads designed to optimise 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 were Ford want to arrive 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. The Ford Edge Concept is seen by Ford as the indicator for what will be the second generation of the mid-size crossover. The Edge is the brand's take on the family utility vehicle. The Edge Concept puts into practice several of Ford's safety technologies, 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 ecology of choice," he said. The C-Max Energy 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 driving record U.S. electrified vehicle sales. Ford sold 53,014 electrified vehicles through July – 392% 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 few 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 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 with a giggle. 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 straight after graduation, worked for Chrysler 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. In 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. Download the MaltaToday App now Spoilt for choice Plunging straight into the heart of the motoring mecca that is the Geneva Car Show, CHRIS MANGION catches up with Ford's Design Director Moray Callum Moray Callum PHOTOGRAPHY BY CHRIS MANGION