Ford R7 makes a big impression...

Unveiled for the first time ever to motoring audiences, Ford lifted the wraps off its new R7 vehicle at the Melbourne International Motor Show. The new car has already been given the green light for production, and should be in Ford dealerships in 2004. Will it be a hit? Ford is banking on it.

Ford Australia President, Geoff Polites, talked about the radical new vehicle: "R7 is the first vehicle to give an indication of future automotive design direction in this country. It is different to anything we have traditionally seen in the marketplace. It's an exciting concept that was developed by Ford Australia's design team as an answer to what our consumers are looking for."

R7 crosses the current boundaries and definitions between traditional cars and sports utility vehicles. It builds upon the design story begun with the R5 at the Sydney International Motorshow in 2000 and continued at last year's Melbourne Motorshow.

"R7 is a natural progression from that vehicle," said Mr Polites. "The good looks and range of applications possible with the R5 really captured the imagination of the public. R7 adds to the expectations of what is possible from a true life-style vehicle.

"The needs of Australian consumers are constantly changing – we want different things from our lives – and we also want new and different things from the vehicles we drive. As a concept, R7 provides the potential answers for those who are looking for something more from their vehicle. It's not the final answer but it's an indication of where the final answer will come out."

Ford Australia Chief Designer, Simon Butterworth, believes the R7 is a vehicle that reflects modern Australia. He stated: "R7 is lifestyle oriented for maximum flexibility. The excellent interior accommodation, which is hinted at with this concept, is matched only by the superior driving dynamics depicted by the car's assertive appearance.

"This is a vehicle with an aggressive stance. Its very presence literally screams authority, agility and confidence with everything about it – from its massive 20" wheels and tyres to its blood orange colour – demands attention. We look forward to gauging the level of excitement it generates from potential future customers at the Melbourne Motor Show."

The Ford gurus are good at talking up their products - that's what they're paid to do. But what is this R7? A four-wheel drive? A people mover? Perhaps simply a family wagon?

"The R7 was developed out of research we began back in 1998," said Mr Polites.

"We wanted to know what Australian customers were really looking for in a vehicle. What they liked and disliked, what their trigger points were, and then obviously how we could best meet their needs. Out of that research we determined that there was a growing band of consumers who were looking for something that wasn't currently being offered by an Australian manufacturer. Our new vehicle line is designed to cater for those consumers and R7 gives them the first look at the sort of vehicle they can expect when we go on sale in 2004."

While Mr. Polites doesn't exactly describe which genre the car fits into, it's clear that it is definitely a crossover vehicle, combining postive aspects from various different genre of cars. Like mentioned above, it's part people mover, part four-wheel drive and part family wagon, and you can bet your first born that performance models will be a part of the line-up, adding sportscar to the equation, too.

When pressed about the origins of R7, Mr Polites said: "We announced in November 2001 that we are investing $500 million in the production of an all-new vehicle line. The R7 is the first design iteration of what that new vehicle line may offer to the Australian public."

As far as looks go, this is quite an attractive chunk of sheet metal. The exterior design of the vehicle reflects its true nature, with the surface language providing contemporary, clear, positive surfaces, with crisp detailing that gives it an athletic look.

The the front-end of R7 incorporates high intensity Xenon lights, giving a modern look, increased via the use of LED turn signals. The pronounced and powerful bonnet powerdrome leading into the grille is reminiscent of more European cars, again adding to its style.

Similar technology and design cues are contained in the rear of the vehicle, with split rear tailgate for easy access and BMW-style hidden reverse sensors. The tail lamps reflect the front lamp detailing with LED turn signals and to cap it all off, a turned machine alloy exhaust pipe trails behind. R7 also includes massive 20" diamond turned alloy wheels and 20" laser cut tread tyres, though it's highly unlikely that the factory versions will be fitted with wheels this large.

"We purposefully designed a vehicle that would deliver a complete message about its capabilities," said Ford Australia Design Director, Simon Butterworth.

"We've only hinted at the excellent interior accommodation with this concept, but it is superbly matched by the vehicle's assertive appearance, which also gives a hint of the superior driving dynamics that will be such a big part of the final production vehicle. The R7 was designed by one of our young designers, Mark Richardson, and he really took the brief we gave him – which was to create an exciting concept vehicle that would showcase one area of our future design direction – and delivered on it in spades."

Although a unique vehicle, the R7 incorporates a strong front-end Ford DNA signature, which was very important to the design team.

"It was imperative that this vehicle fit into the rest of the Ford range," says Mr Butterworth. "We're creating something new and exciting but we also want it to be easily recognised as a Ford."

So, while the first look at the new Ford fun-toy reveals much, there is still a lot to learn. The choice of engine will also govern who buys this all-in-one hybrid - if it's too small, loyal Ford fans will balk. If it's too big, Ford will miss out on customers looking for a something that's cheap to run. We envisage that the six-cylinder engine being developed for the new Falcon would probably work, but consider the amount of money Ford Australia is investing, and it becomes clear that an all-new powerplant could also be on the cards.

Either way, this is perhaps the first uniquely Australian vehicle to arrive from Ford since the venerable Falcon took flight. R7 will be on display at the Melbourne International Motorshow from Thursday, February 28 until Sunday, March 10.