The mind harnessed by Ford for ideas to design its upcoming models image

It’s no Sci-Fi utopia here, but the second largest US automaker, Ford Motor, is using data coming and measurements to the human brain upper functions to further enhance its ways of improving the interior design of coming models, from the Focus to its GT supercar.

According to Raj Nair, the global product development chief, a car’s exterior styling will attract the customer and is among the crucial measurements when a purchase is taken into consideration, but having a bad impression about the interior is also one of the top three motives to reject a certain model. Designers, including Ford vice president Moray Callum have worked their magic for decades by using their instinct, but the US automaker is now stepping up and is fully embarking on a new strategy – a project measuring the brain responses and tracking the eye movement once the driver gets inside – analytics are tentatively used to allow designers and engineers to focus on the exact features customers seek.

“We are doing the research up front before we even get to colors and materials,” comments Callum. “It helps us make more informed decisions while still in development.” The project lasted around 18 months and the company used a white model of the interior of a Ford Focus compact – no interior colors or materials helps shun away any distraction so customers will have a pure exploration of the interior. Then, they can capture what the eyes are interested in, what holds the driver’s attention or what upsets him. The strategy was deeply used when designing the interior of the new GT supercar, which is a race-ready street car that needs to function fast, intuitive and responsive.