Our things must change to reflect our culture

Our culture is quickly evolving towards the convenience economy and unfortunately cars aren't really that convenient. Ford understands this and partnered with IDEO to design the future automobile for a rapidly changing mobility landscape. We began with hundreds of hours of one-on-one interviews and learned about the shifting role of the automobile in our lives.

From turning your car into a locker for amazon deliveries to mobility subscription services, we saw a number of patterns emerge around wanting more service and utility from the automobile. We translated those patterns into a suite of innovations which became the Ford Greenfield Labs.

Design & Direction for Products & Experience