How gaming is changing the way we conceive, design and test cars

Our vehicles have always played a key role in computer games. In fact, according to the Internet Game Cars Database, more Ford vehicles have appeared in video games than those of any other manufacturer.

Now, we are applying lessons learned from gaming to our own processes.

For example, short online video games and simulations being played by customers in virtual clinics allow our engineers to trial how useful new technologies might be to them. It can also test their reaction times to hazards, like a cow passing in front of them, which can help us fine tune new technologies.

In the Design Studio, our designers use gaming engines to build animations that visualise how future vehicles look and function in real-world environments. This interactive format helps them in quickly creating new features, implementing feedback from customers, and learning how future vehicles interact with our daily lives. Shown in full-scale on giant LED Powerwalls at our design studios in Dunton, UK, and Cologne, Germany, the teams can collaborate on designs in a similar way to how an esports team plays a game together online.

“The way we are transforming how we design our products and services is really exciting, with gaming playing an integral role in taking our creativity and thinking to new places. That extends to our newly established Experience Labs in Design, where gamification is a key enabler for creating meaningful experiences for our customers in the future.”

Amko Leenarts,
Director of Design, Ford of Europe

And the link to gaming was never so obvious as last year when we co-created a virtual gaming race car with gamers – the Team Fordzilla P1. It was a totally new approach to design and way to anticipate future trends. Thanks to the success of that project, we’re now working with gamers again to create a new Supervan, an extreme performance model of the Transit. 

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