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.
Time for smart energy
South Africa is experiencing an energy crisis that requires the public and private sectors, along with households to work together. Fundamental to this is embracing innovative technology that provides more efficient ways of managing the country’s energy.
Riaan Graham, sales director for Ruckus Networks, sub-Saharan Africa, said: “With the number of connected devices expected to top more than 75 billion worldwide by 2025, the Internet of Things (IoT) can be considered an important tool in reaching this goal. Already, connected devices can be used to deliver smart energy that sees a more optimal use of resources.”
This approach relies on a smart grid of connected sensors pointing to areas where energy is wasted. In turn, the supply to these points can be allocated to higher priority areas resulting in a better use of resources.
Aiding this drive towards connected devices is government pushing towards the establishment of smart cities. These cities require a technological infrastructure built around various sensors connected to the internet to not only generate data, but control things as diverse as traffic lights, street lamps, and other electrical devices.
Graham said: “These smart cities enable lighting to be automatically switched off when not needed. Sensors on the connected devices will detect when people are on the street and turn it off or on accordingly. What might seem like a novelty, can make a massive difference in reducing energy waste.”
According to Kate Stubbs, director of business development and marketing at Interwaste, IoT is just part of how technology can be used to create a more efficient environment.
“South Africa produces an average 108 million tonnes of waste annually,” said Stubbs. “Of this, only 10 percent is recycled. There is significant potential to use this waste and convert it to energy. This is more than just the traditional way of viewing recycling. Instead, it is using technology to extract value out of waste through initiatives like refuse and waste-derived fuel.”
The first South African Refuse Derived Fuel (RDF) plant was launched in 2016 and not only aims to reduce landfill, but also the country’s carbon footprint. As the name suggests, the plant converts general, industrial, and municipal waste into an alternative fuel that is used in the cement industry.
Stubbs said: “Spin-off benefits of this plant includes the creation of additional employment opportunities and a reduction of South Africa’s greenhouse gas emissions. Waste management entails so much more than what many people think. But the key remains a combination of technology innovation and a willingness to use the resources generated by this.”
Graham agrees about the need to readily accept the innovation technology brings as the country is teetering on a significant energy disaster.
He said: “New technologies are critical in helping the countries and their cities of the future promote sustainable energy use. For example, Nairobi has introduced smart street lamps that use LED lighting saving money and resources on energy costs. These lamp poles also have Wi-Fi embedded in them that sees air quality probe sensors submitted vital data for city planners on where there are pollution hotspots.”
Stubbs feels these are good examples of how energy management approaches in the connected world need to be non-linear.
“The traditional ways of adopting technology, recycling, and managing energy must be seen as relics of the past,” she said. “Instead, we must all work together and readily embrace modern solutions or risk our country entering a new dark ages.”
Girls4Tech aims to cut gender gap in AI and security
Cybersecurity and Artificial Intelligence (AI) are two of the hottest technology fields today, with job opportunities continuing to grow across both. However, worldwide, women make up less than 15 percent of the professionals in these high-tech jobs, and only one in 20 girls opts for a career based in Science, Technology, Engineering and Mathematics (STEM).
To help narrow the gender gap, Mastercard has been cultivating young technology enthusiasts as part of its signature education platform, Girls4Tech. Currently in its fifth year, this hands-on, inquiry-based STEM programme has reached more than 400,000 girls (ages 8-12) in 25 countries, more than doubling its established 2017 goal. Girls4Tech was first launched in the South Africa in 2017, and has seen numerous Mastercard employees acting as mentors to local students ever since. As Mastercard marks the fifth anniversary of the programme, the company builds on a successful track record of impact with an even more ambitious commitment to reach 1 million girls by 2025.
Mastercard created Girls4Tech in April 2014 to inspire young girls to pursue STEM careers through a fun, engaging curriculum built around global science and mathematics’ standards. The programme incorporates Mastercard’s deep expertise in payments technology and innovation, and includes topics such as encryption, fraud detection, data analysis and digital convergence.
“Driving inclusion, equal opportunity, and women’s empowerment are key priorities at Mastercard. Investing in a more inclusive future is not only the right thing to do, but the smart thing to do. Women are the driving force behind global economic growth, and their contributions will continue to elevate communities and society as a whole,” says Beatrice Cornacchia, Senior Vice President, Marketing and Communications, Middle East and Africa at Mastercard. “Through our Girls4Tech programme, we’re extending our commitment to the next generation of women leaders and developing a strong pipeline of talent by encouraging girls to embrace the subjects that will prepare them for the workforce of tomorrow.”
New Curriculum Unveiled
As technology skills continue to evolve, the Girls4Tech programme is launching a new curriculum to give girls deeper exposure to the growing fields of cybersecurity and AI.
Furthermore, to continue the engagement with girls who have already participated in the programme, Mastercard is launching Girls4Tech 2.0. Designed for older students, ages 13-16, the new programme aims to keep girls excited about STEM throughout the critical high school years and also emphasises important 21st century skills – such as collaboration, creativity and communication – as they work in teams to apply their technical knowledge to solve real-world challenges.
Impact Highlights from the First Five Years
- To date, Girls4Tech has reached over 400,000 girls, with events in 25 countries and six continents.
- The programme has engaged more than 3,800 employee mentors worldwide.
- Mastercard has created partnerships with Scholastic, Be Better China, Singapore Committee for UN Women, Major League Baseball, R&A, and Network for Teaching Entrepreneurship to further scale the programme and offer STEM skills in unique ways to girls ages 8-12.
- The programme has achieved global reach with the curriculum translated into 12 languages.
To learn more about the programme, please visit the Girls4Tech webpage.
 2017 Global Information Security Workforce Study: Women in Cybersecurity
 U.S. Department of Commerce, Women in STEM 2017 Update; World Economic Forum, Gender Parity and Human Capital Report 2017