Ford has a new styling direction, which aims to give cars a special warmth and charm. Details inside.

Ford's vice president of design, J Mays, has released details about the company's new styling direction.

Previewed by the Start concept, which recently debuted at the Beijing Motor Show, the design language will attempt to give cars a "warmth and charm" consumers can "bond with." As Mays explains, in an interview with the Detroit Free Press, "People purchase products because they are prepared to spend part of their life with it. It is an emotional relationship."

While Ford's European designs have been attractive, American products have fared much worse. As Mays bluntly stated, "Five years ago, we were a commodity." This has started to change, thanks to the introduction of the 2010 Taurus and 2011 Fiesta, but more work needs to be done.

Gallery: Ford Start concept previews future design language