Ford is setting out to "sex up" its European cars after making them dull for the past five years to foster an image of reliability. The US car firm believes it has succeeded in shaking off its reputation for poor quality and plans to bring out new models with more style to attract customers.
Lewis Booth, who arrived this summer as president and chief operating officer of the European operation, told managers: "In terms of rational values we are among the best. But we need sex appeal."
Ford needs more attractive cars after its five-year turnaround plan succeeded in making its models function better and win reliability awards but failed to increase sales.
Ford of Europe lost $1.2 billion before tax in the first nine months of 2003 and also shed market share to Japanese rivals.
The company is now attempting to make its vehicles less bland, even at the risk of losing some customers.
"We have got a very rational brand and it is driven by dependability and driving dynamics," said Derrick Kuzak, head of product development. "What we need to add is a personality, emotion."
He has adopted what he calls the "100 metres test", that from 100 metres any model should be recognisable as a Ford.
This is similar to Renault's insistence that all its vehicles should be instantly recognisable - something that has led to the bulging rear end of the Mégane.
However, Ford will not be making such an aggressive statement with its cars, as it believes too many would be alienated by such an extreme "love it or hate it" approach. "We want to make more lovable cars," Mr Booth said.
The company already has one vehicle designed as an image leader, the sporty StreetKa, promoted by Kylie Minogue. But its mainstream vehicles do not stand out.
The initiative harks back to the early 1980s when Ford led a design revolution in the European car industry with its aerodynamic Sierra. It may surprise those who expected Mr Booth to concentrate on cutting costs.