Balance simplicity for Generation X and innovation for younger generations to stay relevant in the evolving automotive market.
Launched Ford's first 10.1-inch portrait-style touchscreen
1. Challenge:
balance user-friendly, intuitive tech for Generation X with cutting-edge innovations for millennials and Gen Z.
The evolution of technology significantly impacts human behavior, expectations, and needs. In the automotive industry, Ford can stay competitive by strategically leveraging this technological shift. While Generation X might be less tech-savvy, they value practicality and reliability. Therefore, Ford could focus on offering user-friendly, intuitive technology that enhances the driving experience without overwhelming them. On the other hand, tech-savvy generations like millennials and Generation Z expect cutting-edge technology.
2. Respond:
Ford's global marketing and design teams collaboratively conducted generative research on the current in-vehicle experience of the CD6 platform
Worked in close collaboration with the marketing team, existing customers, and prospective customers, we conducted in-depth interviews at both Ford’s and competitors’ dealerships and service stations. The insights gained from these interviews were instrumental in shaping a two-year strategy aimed at enhancing Ford’s in-vehicle experience.
Framework insights
3. Impact:
Improve Ford Explorer' sales by 13 % compare to 2019
Developed two-year strategy aimed at enhancing Ford’s in-vehicle experience.
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