Understanding the Future of Mobility
Ford was becoming more and more aware of new business models disrupting the future of mobility, fuelled by the proliferation of digital technologies. They were worried that the marketplace was changing, with new competitors such as Uber ever present, and if they didn’t take action they would become less relevant for the consumer.
The identification of 70+ macro drivers that were refined into 8 defining dynamics
A highly immersive two-day Future Forum bringing together 10 experts, 13 internal stakeholders and 14 agency partners
A consumer-centric company vision and Future Playbook was developed around “4 Big Bets” for profiting from the connected consumer
The plans each have targets & measures to track success, and will now be reviewed and evolved annually.
Ford developed “4 Big Bets” that now constitute the pillars of its business strategy going forward. The outputs of the work were presented by Mark Fields, CEO, at the Las Vegas CES show.
“Of all of the work I have seen, this is the most straightforward and intuitive. And this work is going to serve as the umbrella for our strategy work going forward.” Mark Fields, CEO,Ford Motor Company.