Ford has taken a bold step in connecting with and communicating to its present and future consumers about its expansion into not only an auto company, but a mobility-focused business, as well.
The automaker recently opened FordHub—its first-ever interactive brand experience studio—in Westfield World Trade Center, one of New York City’s busiest transportation centers. The space will show the public how Ford is expanding its “Go Further” brand vision and changing the way the world moves.
“Ford was founded on the promise of providing affordable transportation solutions to millions of customers, and this commitment still drives us today,” said Stephen Odell, Ford executive vice president, Global Marketing, Sales and Service. “As we expand our business to be both an auto and mobility company, we’re using new experiences like FordHub, and our first Super Bowl ad that talks about the future, to explain what we mean when we say ‘We Go Further so you can.’”
FordHub was designed in a manner that encourages imagination and stimulates original thoughts on the future of transportation. Though focused on engineering individual ideas, FordGuides are stationed throughout the space to answer any questions and speak with guests about all Ford’s products and offerings.
“Our first FordHub is a place designed to spark questions and curiosity,” said Elena Ford, Vice president, Global Dealer and Consumer Experience with Ford. “This isn’t a store or a dealer—it’s a place for participation and creativity. We want people to have fun while engaging in conversation about the future of transportation.”
The exhibits at FordHub run the gamut from interesting and helpful (it features a map that tracks real-time NYC traffic information for commuters, including trains, ferries and alerts), to fun and entertaining (in Last Mile Challenge, guests stand on wobble boards and race through a futuristic world using every mode of transportation from autonomous cars to e-bikes, and earn tokens for each mobility choice made). Another intriguing activity is Mustang over Manhattan, in which visitors use a virtual reality headset to build a Ford Mustang at the very top of the Empire State Building.
However, FordHub is meant to be just a glimpse into Ford’s mobility vision. Just like in life, the environment at FordHub will constantly be evolving. Right now near-term mobility advancements include autonomous and electric vehicles, ride-sharing, ride-hailing and connected vehicles, just to name a few, but who knows what the future will bring. That is why Ford will encourage new ideas and collaborate with communities, thought leaders, artists and others to introduce new interactive programs over time.
“We see this as an active, dynamic space, featuring innovations we have today and others we are exploring for tomorrow,” said Elena Ford. “We want consumers to join us and be part of creating the world’s mobility solutions.”
Even More Demonstrations of Ford’s Auto and Mobility Focus
In addition to the opening of FordHub, the automaker also kicked off the Mobilize New York Challenge, which is also meant to stimulate new ideas to help New Yorkers get around more efficiently. The public is invited to submit proposed solutions to the city’s mobility challenges, with a chance to win more than $30,000 in cash prizes. To complement these efforts, Ford also premiered its 90-second Super Bowl ad that focuses on moments in which people have become “stuck” in life, and how Ford’s solutions help them move freely again.
Between the launch of the interactive brand experience studio, the innovative crowdsourcing contest and the groundbreaking 90-second TV spot, Ford is really driving home its efforts in helping the public Go Further each and every day.
This article is presented by Olathe Ford Lincoln in Olathe, Kansas.