Fordamigo - an iterative design approach for Ford

The project is a collaborative design initiative for Ford. Over the course of the study, Ford's objective was to create something that envisions the car of the future—not necessarily in technical or material terms, but rather in its interaction with users. The final outcome is a new type of vehicle that establishes a subtle yet emotionally resonant connection with the driver, without mimicking human traits.

2
2
2

The approach used throughout the project was iterative. This means that instead of separate research and design phases, the process involved continuous prototyping and experimentation.

2
2
2
2
2
2

Ford Amigo: Your Car, Your Companion. What if your car wasn’t just a vehicle, but a true friend? Ford Amigo reimagines the driving experience with AI, creating a deep, trust-based bond between driver and car—one that feels as reliable and familiar as a lifelong companion.

2
2
2
2

The roof adjusts to the natural light, creating the perfect ambiance, while the seat embraces you with AI-regulated massage patterns, offering support and relaxation when you need it most. Ford Amigo turns every journey into a personalized experience of comfort and connection.

← Previous Project

Next Project →