AutoWeek's Fast Five: Q&A with Ford product creation guru Henrik Fisker
Henrik Fisker, who heads up Fordís advanced product creation in California when heís not busy as design director for Aston Martin, took five with our man about Europe, Matt Davis, when the two crossed paths at the Detroit auto show:
AW: Here at the Detroit auto show, whatís the Henrik Fisker calling card since moving to the Irvine, California, design center in early 2003?
Fisker: The new Lincoln Aviator.
AW: Tell us about the Lincoln Mark X concept.
Fisker: That was pretty much done before I arrived. Itís obviously just a redone T-Bird and is strictly a show car. Had I been in Irvine earlier, it most likely wouldnít have happened.
AW: Whatís up with the Mercury brand? Is there a pulse there?
Fisker: Mercury has been effectively neglected over the past 10 to 15 years and itís my goal to define the brand. Thereís little money to do something utterly new, of course, but youíll see a couple very fresh Mercury ideas at the end of 2004.
AW: Whatís the real difference between Ford, Lincoln and Mercury?
Fisker: Ford now owns the tough and bold personality. Our thinking for Lincoln is to make it more distinctly upmarket from Ford, while the angle on Mercury is to create a slightly more sporty-oriented marque.
AW: Why not kill Mercury?
Fisker: Because thereís a real opportunity there to use the Mercury name, to reinvent it. Besides, killing a brand costs a ton of money. Better to encourage this one back to life.
My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.
My next Ford.....