Ford, Anthropologists, And The ‘Science Of Driving’

Now with a key research and innovation centre in California’s Silicon Valley, Ford’s third research facility, the company has turned to at least one unlikely science in designing and developing its new mobility technologies.

Anthropologists now join the propeller-heads, software geeks, communication platform specialists and engineers incubating new ideas and feeding into the design research done there.

That they are there is recognition that the future of personal transport is more than just ‘mobility’.

“People want to bring their digital lives into their vehicles, but how do we make those things compatible with driving?” Parrish Hanna, Ford’s Global Director of Human Machine Interface (HMI) said.