To study the perception mechanism and evolution mode of the family characteristics of brand automobiles. Taking two different types of the Ford series automobiles between Focus and Mondeo as the samples， with the SD（Semantic Differential）method of the psychology，it made the quantitative analysis of the characteristics perception of the cars including the overall outline，front face， side waist， etc. The front face and side waist of the automobile highlighted the family characteristics of brand automobile，furthermore，they had the strong impact on the perception of customers. The evolution of the Ford brand automobile experienced a transition from the single shape of the iconic entity elements to the combination of the part feature and the overall concept design. The characteristics perception continued to strengthen as well as to consistent with the brand concept.