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Ford in Europe has come up with a new set of automotive buzz words to describe the design and technology that went into its new Mondeo range, which has just gone on sale in New Zealand.
The Mondeo's body panels are no longer "laser welded", an assembly-line process that has been around for some years and was used on the previous Mondeo. The new model is instead "laser brazed." It has more of a cafe ring to it.
Ford says brazing "provides a way of joining the side and roof panels together in a more aesthetically pleasing way, thereby providing a higher-quality finish without compromising the structural integrity of the vehicle".
It doesn't say if the laser uses solder, with the traditional alloy of copper and zinc, to join the panels. Welding, on the other hand, heats and melts surfaces to stick them together. But welding, like a box full of hammers, sounds dumb.
Ford's "kinetic design" language has been ramped up, too. It was introduced on the Iosis concept in 2005 as "energy in motion". Now it "signals power and grace, setting it [Mondeo] apart from other cars in the market segment".
Martin Smith, design director for Ford of Europe, says: "We wanted to create an emotional connection with the new Mondeo that would attract people from an aesthetic point of view even before they appreciate its technology."
The wheel arches on the Mondeo get a new Ford name. The arches are now called wheel "lips" in the kinetic language. Calling them lips makes the car go better and "signifies the strong driving dynamics the Ford brand represents".
The two grooves in the bonnet also fall under the kinetic spell. They create a "power bulge, hinting at the dynamic qualities of the car", says Ford. The grooves are purely aesthetic, there to soften the look of a bonnet that sits higher to meet European pedestrian safety legislation.
Carmakers have been forced by upcoming laws to design more space between the bonnet and the top of the engine to help to cushion the impact of an unfortunate pedestrian.
Some carmakers are sitting the engine lower and retaining a swoopier bonnet; others, like Ford with the Mondeo, are hiking up the bonnet line.
Despite the new-speak marketing stuff, the front-drive Mondeo promises to be one of the more accomplished mid-range models on the road.
The last one was a crackerjack for the money, refined and with one of the best chassis in the business.
The new one, with its wider track, revised suspension and improved rack and pinion steering, is said to be better again.
It is available in sedan, hatch or wagon bodystyles, with manual or automatic transmissions and one of two different trim levels, standard and Zetec.
Standard equipment includes a stability control system and a driver's side kneebag. Safety bodies worldwide are calling for standard stability systems. It's recognised as a safety component as crucial as seatbelts and anti-lock brakes.
Studies show stability control could reduce fatal road crashes by around 30 per cent.
The Mondeo range is powered by either a 2.3-litre Duratec four-cylinder petrol engine coupled to the new six-speed automatic transmission with manual mode, or a 2-litre four-cylinder petrol unit mated to a five-speed manual. Ford is eyeing a 2-litre diesel variant for New Zealand, although demand for diesel in Europe and Britain means it is unlikely to be available here for some time.
Mondeo starts in price at a highly competitive $35,990 for the 2-litre manual sedan and tops off at $45,490 for the 2.3-litre Zetec automatic hatch with sports pack.
The pack includes 43cm (17-inch) alloy wheels, a body kit and leather trim. The standard feet are 40cm (16-inch) alloys.
Ford New Zealand has picked up on the marketing speak from Europe.
Its press release says the "distinctive and dynamic kinetic design styling language expresses energy in motion, creates a sleek and dynamic profile and delivers a design presence that signals power and grace".
The company's marketing manager, Barbra MacGregor, has toned things down just a bit. "Mondeo is an eye-catching design which dares to be different, yet achieves a level of sophistication and poise usually expected in a more expensive vehicle," she says.
MacGregor reckons the car is so good it will "create a whole new wave of Mondeo enthusiasts". Those who have driven the car say she might be right.
