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Ford Pushes Interior Design Forward, Testing Innovative Research Tools

  • Ford is conducting testing to collect valuable customer insights from emotional, logical and discovery perspectives
  • This same approach influenced the interior design of the all-new Ford GT supercar, which is based on three principles – clarity of intent, innovation and connection
  • Ford GT interior design goes beyond automotive; Ford’s global design studios created several non-automotive design objects, including a racing sailboat, that will be on display at leading furniture design event Salone del Mobile, April 14-19, in Milan, Italy

Click here for Ford GT Interior Design Fact Sheet

DEARBORN, Mich., March 19, 2015 – Ford is working with new research and measurement methods and high-tech tools to collect emotional and logical customer insights and learn more about how people visually discover new cars and trucks. New techniques include eye tracking, measuring where eyesight lingers most and biometrics.

“Vehicle interiors have witnessed one of the biggest evolutions across the history of cars in recent years,” said Raj Nair, Ford Motor Company group vice president, Global Product Development. “Not only have we introduced a great deal of useful new technology into our cars and trucks, we consistently are adding better materials, improved design and increased features across the board, from high-end vehicles to entry-level segments. All of this leads to a focus on design languages that not only convey the right messages, but deliver on an enhanced user experience.”

Research shows that a great-looking interior design can attract new buyers, but if that design isn’t thought through to accommodate various customer needs, the result can be a less satisfying experience.

Data collected in Ford’s experimental research is guiding the Ford design team to shape the best customer experience possible.

This is innovation in the design process as well as in the tools used. Research will happen up front, while responses to color, materials, and any other critical element will continue to be assessed through customer clinics at a later stage of the process.

All-new Ford GT interior design

Ford followed a similar approach in designing the interior of the all-new Ford GT – a two-door supercar that serves as a technology showcase for top EcoBoost® performance, aerodynamics and lightweight carbon fiber construction.

First, the main components of the Ford GT interior were identified, then the design was pushed forward, introducing new principles and innovative design solutions.

“Over the past few years, we have gained some incredible momentum with our designs,” said Moray Callum, Ford Motor Company vice president, Design. “As we move forward, we need to build on and evolve what we have achieved so far to continue to deliver exciting and fresh solutions. The interior design of the Ford GT builds on existing DNA and pushes it forward.”

Three guiding principles drive Ford GT interior design:

  • Clarity of intent – highlighting focused areas of functionality 
  • Innovation – pushing the boundaries of innovation to develop new designs and keep changing the way the world moves
  • Connection – establishing a connection with the driver through more compact, more intuitive technology

These fundamentals come to life in the Ford GT interior through design solutions that visually communicate:

  • Fit for purpose – technology is concentrated and organized in clear islands with an ergonomic logic. All essential functions are within reach without the driver having to move his hand position
  • Lean and lightweight – the instrument panel features a two-tier step design with floating wing. It makes use of the negative space while calling attention to the edge detailing. The result is a feeling of spaciousness
  • Perceived efficiency – soft materials and hard technology are carefully balanced so that all touchable materials are soft and all technology areas are hard, conveying laser precision across the instrument panel

Beyond automotive

The thinking behind the interior design of Ford GT extends beyond the automotive world, serving as inspiration for Ford’s display at this year’s Salone del Mobile. The world’s most prestigious international furniture and design event takes place April 14-19 in Milan, Italy.

Designers across Ford’s global design studios applied the new approach to the creation of unique non‑automotive objects including a racing sailboat, musical instruments and a football table. Just as with global design review for a vehicle, proposals were vetted by the leadership team to ensure alignment with fundamental principles, feasibility and efficient use of resources.

“The guidelines developed for the design of the Ford GT interior can lead to very different solutions within and beyond the automotive field,” said Callum. “We opened the challenge to our team to submit proposals for Milan and the response was overwhelming. Selecting the finalists that will be on display was difficult.”

About Ford Motor Company

Ford Motor Company (NYSE: F) is a global company based in Dearborn, Michigan, committed to helping build a better world, where every person is free to move and pursue their dreams.  The company’s Ford+ plan for growth and value creation combines existing strengths, new capabilities and always-on relationships with customers to enrich experiences for customers and deepen their loyalty.  Ford develops and delivers innovative, must-have Ford trucks, sport utility vehicles, commercial vans and cars and Lincoln luxury vehicles, along with connected services.  The company does that through three customer-centered business segments:  Ford Blue, engineering iconic gas-powered and hybrid vehicles; Ford Model e, inventing breakthrough EVs along with embedded software that defines exceptional digital experiences for all customers; and Ford Pro, helping commercial customers transform and expand their businesses with vehicles and services tailored to their needs.  Additionally, Ford provides financial services through Ford Motor Credit Company.  Ford employs about 177,000 people worldwide.  More information about the company and its products and services is available at

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