Early last week, the streets of sleepy Goa came alive as four brand new cars zipped across the beach state. For the lucky few who saw the cars, it was the first public glimpse of the new Ford Figo.

It all began when automotive journalists and bloggers from across India arrived to see, feel and drive the Figo. They got to mix with the who’s who at Ford—Michael Boneham (president and managing director, Ford India), Nigel Wark (executive director, marketing, sales and service), Anthony Hall(B-car vehicle engineering manager), Scott Strong (APA design director), Emily Lai (colour & materials design manager)and Sundar Sundarrajan (chief program engineer).

Just before dinner, it was time to get down to business. But it was Goa, after all, not the most business-like place. So Nigel gave us the reason for choosing Goa as the drive destination. He shared a video showcasing several Sandeeps, the Figo’s target customer. On being asked their favourite holiday destination, most of the young men had replied, “Goa!”

Of course, that wasn’t the only reason—for the Figo exploration had just begun. Anthony narrated behind-the-scenes Figo stories, replete with impossible cross-border shipping schedules and trans-national teamwork. He even showed a photograph of the Figo in an Australian plant—a “potentially sackable offence”, he said tongue-in-cheek.

Scott elaborated on the Figo’s fluid ‘tear drop’ silhouette and the kinetic design cues. The graphics he used to explain the car’s lines and curves made us realize that the photos could never completely convey the extreme ‘coolness’ of the cars.

Next, we discovered the philosophy behind the interiors, as Emily explained the four trim levels and what they indicated; like the red dot matrix seats meant precision and technological sophistication. And the brand-new Figo colours couldn’t be more creatively named—Colorado Red, Sea Grey, Chill and Squeeze!

In the final moment of truth that warm evening, Michael unveiled the Figo’s interiors. We sat in the Figo, checked out the seats, boot, dashboard, tyres and everything else. Only one thing was missing in the car—the key to drive it away, but that was for another day.

Coming soon: Driving the Figo

What makes the Figo such a ‘cool’-looking and dynamic car? Who better to tell us than the design team itself, led by Scott Strong, APA design director.

We had a chat with Scott Strong (SS), Scott Ferrier (SF), design manager, and Emily Lai (EL), Colours & Materials design manager, recently. They spoke candidly about the Figo’s kinetic design elements, its aesthetics and the small car’s big personality.

In Scott Ferrier’s words, here’s the 10-cent tour of the car. Enjoy!

What was the starting point of the Figo?

SS: We got a phone call in September 2007, and they asked us, “How would you guys like to help us design a small car for India?” That was the starting point, and with a spectacular outcome!

The design team responded enthusiastically to this project?

SS: Absolutely! We love to design cars.  If we don’t get a white piece of paper we try to make one!

How did you get from the initial thoughts to the final outcome ?

SS: It was quite a journey for us, really. But as the doors opened, the opportunities became apparent that we thought, gosh, we can make an affordable entry-level car that we’ll be proud of.

EL: What was interesting was the India marketing team saying they wanted more from the car, and we said, yeah, we want more too. So we worked together to create this ‘more’ factor.

On to the Figo itself. First impressions?

SF: It’s a very cohesive piece of design. Everything has a function and aesthetically every element works in harmony with the others.

There are a lot of lines and graphics on this car that help the eye move around. In the front there’s the crease on the hood, which runs down the front around the lower portion of the upper grille and then back up the hood again. So all the time your eye is actually being guided around the car.

So that’s what makes the car kinetic?

SS: Yes. Besides, this car has several other kinetic design elements, including the little fender feature, plus the lower grille opening and the upper grille with the little ‘cat whisker’.

What inspired you while designing the Figo?

SF: We really wanted to give the car a personality. It’s a very dynamic shape and it just adds that touch of speed and agility to the personality of the vehicle.

What is the car’s personality?

SF: I think it’s a cheeky looking car— a car that could get you into mischief.

SS: The Figo combines a certain youthful spirit, but it does so in a mature, smart way.

EL: To me, it feels like it’s a fun thing to play with as well.

The Figo seems to have its own space within the small car segment.

SS: It’s very spirited, and has a somewhat cheeky personality.

SF: See the basic architecture as well – with wheels at each corner and pronounced arches over the rear wheels reinforce Figo’s well planted footprint. It looks like it’s planted securely on the road—very solid.

EL: And the solidness makes people feel safe and feel like they’re driving a car rather than a toy.

What makes the Figo a versatile car?

SS: I think the Figo has the ability to play in two different worlds—you can take it to dinner or to a grocery store.  It strikes a balance between youthfulness and being grown up, almost ageless. You could see both young and older people in it.

The badge seems a bit different than other Ford cars.

SF: It’s in line with the car’s personality.

The setting is important to tell the car’s story. How would you portray the Figo’s bold personality?

SF: You stick this car in the middle of a beautiful field with hills in the background – and it looks out of context.  You stick it a badly lit street corner and it starts to make sense. Or maybe a market place. This car is like your safety beacon. It’s gonna look after you, and it’s waiting.

SS: Maybe the car making its way through an Indian city, with a lot of colour, vibrancy and hustle bustle.

As the youngest member of the kinetically-designed Ford family, the Figo is creating ripples among car enthusiasts. So we got Design Director for Ford Asia Pacific and Africa — Scott Strong himself, to explain the exterior design of the car. According to Mr Strong, the car is snug and just right for its class. The graphic elements, shape, proportion and lines make it look very dynamic. The most significant kinetic design element is the comet tail-like gesture that runs through the body of the car.

For more such insights into the Figo’s design, check out the video below and tell us what you think of the car’s kinetic elements.