The car was designed by Roy Haynes, the same man who designed the Ford Cortina Mark II (launched in 1966), with which it shares some stylistic similarities. Lacking the budget to develop two cars to compete directly with the Escort and the Cortina, the makers sized the ADO28 between the two benchmark Ford models. Haynes' original idea was to produce the car in coupé and saloon versions with the coupé pitched as a premium, sporting version, in a similar mould to the Ford Capri – a popular coupé based on Cortina running gear – to appeal to younger buyers, while the saloon was for the crucial company car market and families.