Lost in Translation

We've all seen it: A stunning concept hits the auto show circuit to critical acclaim, only to look awkward and sometimes worse when the production model debuts. Or worse, a sexy production model comes out to show off a brand's new stylistic language, only to have its design elements oddly shoehorned into other existing vehicles. 

A classic example of this is the look pioneered by the 2003 Ford 427 concept. It was an absolute jawdropper when it hit the auto show display stand, and its design was successfully, for the most part, grafted onto the planned-to-be-pedestrian Ford Fusion which launched in 2006. 

The same design was featured on the Edge and Flex, which both worked rather well, but the 2008 Five Hundred, nay, Taurus (it was the 2008 Five Hundred for a few weeks before relaunching as the 2008 Taurus, but you know that story) came off looking downright doofy. 

Great: 2003 Ford 427 Concept

Good: 2006 Ford Fusion

 Not so Good: 2008 Ford Five Hundred / Taurus

Ford suffered a similar fate with the already faltering Lincoln brand after the drool-inducing 2007 MKR concept. The sporty Lincoln was always a blue-sky exercise, but when the buying public showed interest in the dang thing, the monsterous "split wing" look of the concept was hastily spread across the lineup with little success. This is a foible that they are just finally getting around to correcting; using a similar yet more graceful design on new Lincolns going forward. 

 Great: 2007 MKR Concept

Ghastly: Lincoln MKT

You see, just like some women look great with strong facial features and some look like trannys, it all comes down to proportions and execution. Forcing a horizontal, chrome Gillette grille onto the mostly vertically-oriented Five Hundred Taurus didn't work. Grafting the front end treatment of a sporty sedan onto a giant crossover didn't work. 

Plenty of people say "design is subjective", but those people are wrong. Sure, different designs appeal to different people, but there are certain proportions and concepts which appeal to the broadest range of people. Very few designers set out to craft a design that will be favored by 2% of customers. But hey, the Aztek made it to market.

Fast forward to today, and Lexus seems to be stuck in the same spot as Ford a few years back. The Lexus LF-A introduced a much needed shot of adrenaline into the luxobeige lineup, but now one of the "L" supercar's most ungainly design elements is spreading across the range like an STD. 

The LF-A manages to be attractive despite the awkward pinch-like sculpting to the front end. Since it lacks an upper intake the effect is minimized. However, applying the same style to other Lexus models has resulted in what looks like a sci fi movie monster. 

As Lincoln did with their split-wing grille by the time it filtered onto the MKX, Lexus has quickly refined their Predator-esque mug for use on the updated RX crossover. It manages to look more elegant and fitting that the disasterous executions found on the GS and LX, but that isn't saying much. 

It's time to see the end of carbon copy front clips. Lazy designers have simply been scaling up or scaling down the corporate front end for far too long. Luxury makes seem to be the worst offenders, surely some marketing wizard's concept of how to "improve" brand recognition in focus groups. BMW, Lincoln, and now Lexus: You're officially on notice. Let's try to get the creative juices flowing again.