Ford is investing an additional $4.5 billion in electrified vehicle solutions by 2020 and says it is changing how the company develops vehicle experiences for customers.
Ford is adding 13 new electrified vehicles to its portfolio by 2020, when more than 40 per cent of the company’s global nameplates will come in electrified versions. This represents Ford’s largest-ever electrified vehicle investment in a five-year period.
On the way next year is a new Focus Electric, which features all-new DC fast-charge capability delivering an 80 per cent charge in an estimated 30 minutes and a projected 160-kilometre (100-mile) range – an estimated two hours faster than today’s Focus Electric.
The new Focus Electric, which starts production late next year, also will provide European and North American customers:
- SmartGauge with EcoGuide LCD Instrument Cluster, which offers a multitude of customisable displays that can help the driver see real-time electric vehicle power usage to help maximise vehicle efficiency
- Brake Coach, another smart feature that coaches the driver on how to use smooth braking to maximise the energy captured through the Regenerative Braking System. The more energy a driver captures through braking, the moreenergy is returned to the vehicle’s battery
- Fun-to-drive character, with agile steering and handling engineered into the vehicle to give drivers a more connected feel to the road
Ford’s shift to add electrified vehicle solutions answers increasing global trends calling for cleaner, more efficient vehicles.
Ford also is expanding its electrified vehicle research and development programme in Europe and Asia this year, creating a “hub and spoke” system that allows the global team to further accelerate battery technology and take advantage of market specific opportunities.
Ford also is reimagining how to set itself apart in the marketplace by focusing on the customer experience and not just the vehicle itself. The company is changing its product development process to support the shift.
“The challenge going forward isn’t who provides the most technology in a vehicle but who best organises that technology in a way that most excites and delights people,” said Raj Nair, executive vice president, Product Development and chief technical officer, Ford Motor Company. “By observing consumers, we can better understand which features and strengths users truly use and value and create even better experiences for them going forward.”
In addition to traditional market research, Ford is investing in social science-based research globally, observing how consumers interact with vehicles and gaining new insights into the cognitive, social, cultural, technological and economic nuances that affect product design.
“This new way of working brings together marketing, research, engineering and design in a new way to create meaningful user experiences, rather than individually developing technologies and features that need to be integrated into a final product,” Nair said. “We are using new insights from anthropologists, sociologists, economists, journalists and designers, along with traditional business techniques, to reimagine our product development process, create new experiences and make life better for millions of people.”
Next year, Ford is doubling the number of projects that use ethnographic research versus this year.
The team of social scientists already has spent months exploring topics such as the future of luxury transport, how people form relationships with their cars and the role of trucks in the American heartland.
Another new twist to the product development process is that designers no longer just sketch products but also full customer experience illustrations that visualise the experience each product is meant to deliver. The series of vignettes define a unique user journey that seamlessly integrates both hardware and software experiences.
This user experience design technique also plays an important role in developing the Ford Smart Mobility plan, which is designed to take the company to the next level in connectivity, mobility, autonomous vehicles, the customer experience and data and analytics.
“As both an auto and a mobility company, we at Ford are going further than just designing the product to move people from point A to point B,” Nair said. “We are considering the way customers interact with our vehicles as a unified experience, looking for ways to excite and delight customers and make their lives better.”
Accelerated battery research and development
The global expansion of Ford’s electric vehicle research and development programme allows the company’s Electrified Powertrain Engineering teams to share common technologies and test batteries virtually, in real time, to develop new technology faster while reducing the need for costly prototypes.
Ford also is expanding in Europe and China to accelerate battery technology research and development for new markets. By using an innovative hardware and software systems called HIL, or Hardware in a Loop, the global team can test battery technology and control system hardware in a virtual environment to simulate how batteries and control modules would behave in different – often punishing – environments in any part of the world.
“Batteries are the life force of any electric vehicle, and we have been committed to growing our leadership in battery research and development for more than 15 years,” said Kevin Layden, director, Ford Electrification Programs.
Welcome to world of 2099
The world of 2099 will be unrecognisable from the world of today, but it can be predicted, says one visionary. ARTHUR GOLDSTUCK met him in Singapore.
Futuristic structures tower over the landscape. Giant, alien-looking trees light up with dazzling colours amid the hundreds of plant species that grow up their trunks. Cosmetic stores sell their wares via public touch-screens, with products delivered instantly in drawers below the screens.
This is not a vision of the future. It is a sample of Singapore today. But it is also an inkling of the world we may all experience in the future.
Singapore was the venue, last week, of the World Cities Summit, where engineers, politicians, investors and visionaries rubbed shoulders as they talked about the strategies and policies that would enhance urban living in the future.
As part of the Summit, global payment technologies leader Mastercard hosted a small media briefing by one of Singapore’s leading thinkers about the future, Dr Damian Tan, managing director of Vickers Venture Partners. The company’s slogan “We invest in the extraordinary,” offers a small clue to Tan’s perspective.
“We look as far forward as 2099 because, as a venture capital firm, we invest in the long term,” he tells a group of journalists from Africa and the Middle East. “Companies explode in growth because there is value in the future. If there is no growth, they won’t explode.”
The big question that the Smart Cities Summit and Mastercard are trying to help answer is, what will cities look like in the year 2099? Tan can’t give an exact answer, but he offers a framework that helps one approach the question.
“If you want to look at 81 years into the future, and understand the change that will come, you need to double that amount and look into the past. That takes us to 1856. The difference between then and now is the difference you can expect between now and 2099.”
Click here or on the page link below to read on: Page 2: Soldiers and Health in 2099.
- Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube
Street art goes electric
Kaspersky Lab and British street artist D*Face have unveiled the first-ever “art helmet” design at the Formula E finale for electric cars in New York.
The ‘Save The World’ helmets will be raced by DS Virgin Racing’s drivers, Sam Bird and Alex Lynn, as they traverse the New York street circuit during the final races of the Formula E season.
The announcement signals the first art helmet by a Formula E team, continuing the heritage of art in motorsport and the cybersecurity brand’s commitment to contemporary art, creativity and innovation. D*Face took inspiration from Kaspersky Lab’s tagline, “A Company To Save The World”, and hopes that his colourful work will inspire people to take positive action.
D*Face will announce his first-ever art car design with a custom-made livery for the DS Virgin Racing Team. Its design will be released at the “Art Goes Green” event after Saturday’s race. The helmets and art car are the latest installations in the “Save the World” collection, following a major permanent public mural that was installed in Brooklyn, New York, in May.
D*Face, whose real name is Dean Stockton, said: “It is exciting to work with Kaspersky Lab on this project and create art with a real message of hope for a better future. After all, this is our world and we need to look after it. It will take every one of us to make a real lasting, impactful change. I love the mentality of the DS Virgin Racing Team and that of Formula E by showcasing sport in a way that doesn’t harm the environment, but is still just as exhilarating and fun.
“It is time for us all to stand together and make a change… be that stopping data steals, climate change, plastic waste or using damaging fuels. I want everyone to make a pledge to do one thing that will help make a change.”
As a sponsor of DS Virgin Racing Team, Kaspersky Lab is responsible for protecting the team’s devices against cyber threats. The company sees the technical environment in the global sport of Formula E as the next frontier in furthering its research and development of new technologies to keep vehicles secure in the digital world.
Sylvain Filippi, Managing Director at DS Virgin Racing, said: “The whole team fully supports this great initiative and our thanks got to Kaspersky and D*Face for their collaboration. It’s an honour to have such an innovative artist bring his talents to bear in our team ahead of the season-finale; the car, drivers’ crash helmets and mural all look amazing.”
Aldo Fucelli Pessot del Bo, Head of Global Partnerships and Sponsorships at Kaspersky Lab added: “There is a need for innovation on a global scale, both in contemporary art and in the fast-growing sport of Formula E. Now, for the first time ever, Kaspersky Lab is proudly bringing together the two sectors in an effort to Save the World and unleash creativity, encourage freedom of expression and further innovation.”