Future Trucks:Future Designers
Looking at the Direction the Market Might Take
Part 1: David Rojas

By: Mike Magda, Editor, PickupTruck.comPosted: 04-19-04 23:08 PT
© 2004 PickupTruck.com

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Editor’s Note: This is the first in a continuing series of articles that showcase upcoming designers and their sketches of how pickup trucks may look in the future.

David Rojas was a student at the College for Creative Studies in Detroit when he was accepted as an intern in the Ford design studio during the summer of 2003. Assignment: develop ideas for a 2009 Ford Ranger pickup.

“This was the coolest thing that I have worked on as a student,” says Rojas.

Rojas was teamed with Mark Conforzi, who had led the design work on the new Ford Thunderbird, and Patrick Schiavone, head of Ford's truck and SUV studio. Conforzi assigned the interns to find marketable trends that would be popular around 2009 and then design an interior from that research. Occasionally, Ford design chief J Mays would check up on the progress.

“From the inspiration derived from our [anticpated] set of trends, we were to get styling cues from the interior and carry them over to our exterior,” explains Rojas.

With the options he researched, Rojas settled on the Diesel fashion line that he feels will be popular for many years.

“When you think of the word ‘diesel,’ you would be in the mind set of talking about trucks, and you might think I’m talking about the engine,” says Rojas. “Well, it’s more different than that.”

Rojas was motivated by Diesel's clothes, accessories and advertising. He picked up on these styling cues to inspire his design for the interior and exterior of a future Ranger.

“Diesel is known for their raw, worn denim, leather shoes and watches,” says Rojas.

Rojas says he wanted his interior to be flexible to meet different consumer tastes. The base model could have a raw, industrial feel, and then personal touch upgrades could come through fabric covers.

“I used a lot of hardware details like the Diesel watches,” he points out. “Moving to the exterior was a lot of fun because of all the inspiration came from the interior.”

As you can see from Rojas’ drawings, he stays loyal to the current Ford pickup design themes but adds interesting touches, such as the lights and mirrors. The bumper design is well integrated but would certainly be an engineering challenge for winch makers. The one cue that really caught our eye was the rounded bed in one drawing. The fenders look out of place on that truck, but bed looks cool. Could this Ranger be a serious challenger to the SSR?

You can find more information about David Rojas at the following links:

www.coroflot.com/ROJAS

www.cardesignnews.com/portfolios/DavidRojas

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