ford
let’s go!
How can Ford win the hearts of Gen Z — a generation more loyal to Oreo 🍪than to legacy mobility brands?
While competitors like Uber and Airbnb connect with values like authenticity and personalization, Ford risked falling behind.
Our challenge was to reposition Ford as a brand Gen Z could trust, relate to, and choose — in a future shaped by autonomous mobility.
Project details.
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2019
Year
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tudelft
Employer
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Ford
Client
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strategic designer
Role
the challenge
Ford once owned 60% of all the taxis in New York. It is a legacy brand. However, in 2019, Oreo ranked as one of Gen Z’s favourite brands.
Competitors like Uber and Lyft gained traction in this customer segment due to aligned values and experience-driven services.
Our challenge: What would it take for Gen Z to love Ford?
Through trend research and interviews, we found that this generation craves local, authentic travel.
the outcome
We designed Ford Let’s Go! — an autonomous taxi service that learns from its passengers and curates city-specific travel experiences.
By giving each vehicle a unique “personality,” the service offers journeys that are contextual, memorable, and emotionally resonant, not just functional.
a fleet OF
AUTONOMOUS VEHICLES THAT creates UNIQUE TRAVEL EXPERIENCEs
We delivered a future vision, tactical roadmap, and prototype app — helping Ford imagine how to shift from a legacy automaker to a personalized mobility brand.
Our concept was selected as one of the top proposals at TU Delft and sparked interest among Ford innovation leads.
Strategy in Motion
The outcome was a thorough concept — not just a vision, but a strategic foundation. We delivered customer insights, a business model, and a technology roadmap, giving Ford a clear, actionable path from idea to implementation.
Personalised Rides
On-Demand
We also designed an app that lets users book their ride and choose from a fleet of autonomous taxis; each with its own personality.
These vehicles learn from every journey, building personalized recommendations over time and turning every ride into a curated, one-of-a-kind experience.
