A couple months ago, GM launched a pretty ballsy campaign: "May The Best Car Win" — backed by a 60-day money back guarantee by none other than new CEO Ed Whitacre. The ad had character. There's something about Mr. Whitacre that makes him sound like a decent, honest guy. And what better way to sell to Middle America than good, old-fashioned straight talk?

Fast forward to today, and we see that a "winner" has indeed emerged. Unfortunately for Mr. Whitacre, the best car (from America at least) seems to be Ford.

While GM and Chrysler are still stumbling through bankruptcies, Ford announced an unexpected $997 million profit in the third quarter — the first time they've made money since 2005. Many factors may have contributed to this turnaround, the biggest one to me is that they've finally introduced desirable cars (what a concept, huh?).

Even a long time car snob like your humble author has been taking notice of Ford's recent offerings. The new Taurus and Fusion are both great designs. They are finally bringing over the critically acclaimed sub-compact Fiesta from overseas. I'd honestly buy a Mustang over the Japanese competition. Bring us the much better Focus from Europe and the lineup will be near perfect.

The difference from just five years ago speaks for itself.

Without discrediting the technical merits of the new cars, I feel like design is what really gave Ford their needed shot in the arm. Why is this?

Dan Neil may have said it best:

Here's why looks are important: Almost all cars are good, and many cars are great. The most middling entry-level sedan today has more performance, comfort and convenience than the most majestic luxury steamship of 20 years ago, and much more content than most drivers ever use.

The real reward of owning a car isn't found in the bleeping displays and ventilated seats. It's in the moment when the garage door goes up, and you experience the deep, neuronal pleasure of confronting something beautiful. That's [desire]. That's why you write the big check.

A car is about so much more than how many features and gizmos you can stuff in it. It's the intangibles that create a deeper connection between a person and "their" brand. Design is about creating delight and desire. Ford has finally figured it out — let's hope the other two catch on soon.

If you didn't consider it before, could you see yourself in a new Ford today?

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