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The InEVitable
The future of Software Defined Vehicles (SDVs) with Ford's Doug Field
Sep 28, 2023
Ford's Chief Advanced Product Development & Technology Officer, Doug Field, discusses Software Defined Vehicles (SDVs), over-the-air updates, the impact of software in automotive manufacturing, the roadmap to full autonomy, the importance of recruiting tech talent, and the future capabilities of Ford vehicles.
01:27:01
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Quick takeaways
- Software-defined vehicles (SDVs) aim to revolutionize the automotive industry by integrating software into every aspect of the car, including safety functions and differentiated services.
- Achieving full autonomy in vehicles is a complex challenge, with Ford acknowledging that it is more difficult than putting a person on the moon. While Ford recognizes the value of autonomy, they believe that other software-defined functionalities, like predictive maintenance and safety systems, have a more immediate impact and value.
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Ford's Focus on Software-Defined Vehicles
Ford recognizes the significance of software-defined vehicles in the future of the automotive industry. The company aims to build an entire ecosystem where software controls and enhances every aspect of the car. This includes safety functions driven by software, like airbag deployment and ABS brakes. Additionally, Ford emphasizes that software-defined vehicles will go beyond electric propulsion and extend to internal combustion engines, hybrids, and plug-in hybrids. The goal is to create vehicles that offer unique value through differentiated software and services, ultimately giving customers more time and convenience. While certain software functionalities may be charged for, Ford aims to earn the right to monetize software by providing fundamental rights and delightful features at no cost to the customers.
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