Previously top of their game in the car industry, US car giants, Ford reported something of a decline in interest over the past few years. With an optimised strategy, some seriously well structured marketing and heavy investment in technology, the brand has recently been invigorated and bounced back, fresher than ever.
Innovation led by nature
Once considered innovators, Ford have risen to the challenge of staying on top of innovation once again. With a dedicated centre in Silicon Valley, they have used biomimicry of the beloved gecko to inform development of the eco-friendly materials used to make the interior. Geckos hold strong to almost twice their bodyweight, making them a good model materials for the car industry. This technique of using nature to inform design was deployed also when Japan’s Shinkansen was developed, based on the speed of a kingfisher.
Tech uses in car
Ford’s unique AWD (All-wheel drive) of the newest Ford models was led by their impressive Ford Performance team, who are on the cutting edge of speed and agility in the automotive industry. There are tech features such as Traffic Sign Recognition and SYNC 2 connectivity which are noticeable in cars and point to a reinvigorated brand that oozes innovation. The EcoBoost Engine Technology and AWD demonstrate Ford’s innovation and companies such as Motorpoint have reported a rise in sales of recent Ford classics, which indicates a revival of Ford makes that Essentially, you can get a lot of the features in these recent and sporty models in cheaper models such as the Zetec S and the ST variations of the Focus.
For fans of David Hasselhoff’s Knightrider in the 80s, it’s exciting to think about the concept of autonomous cars actually driving themselves. Whilst this has not yet happened, Ford have a range of semi autonomous vehicles out on the road already, with no sign of stopping their innovation and production.
With tech leading their connectivity, design and innovation, Ford have embraced technologies such as Vines and other social media to improve their marketing, targeting a younger, millennial audience with a cohesive strategy that uses tech in all its forms.
2017 looks set to be Ford’s ‘year’ with regards to innovation and technology.