While we've been enjoying the Spring, Ford and a team of engineering and design students from the University of Michigan were putting the finishing touches on an exciting automotive and digital journey across the U.S.
Called "American Journey 2.0," these two groups put together a cross-country tour of two digitally tricked-out 2011 Ford Fiestas to demonstrate just how cool auto entertainment is going to be in the coming years.
These special Fiestas are equipped with a next generation version of SYNC, complete with a Dell PC, Sprint wireless internet, and Windows 7. They also feature apps that were part of a student competition. The winner is called "Caravan" that allows multiple vehicles to digitally travel together and communicate with one another, complete with food, fuel, and event planning.
Of course, this is another great step for Ford and its auto entertainment, as well as an example of how to integrate America's youth into their brand development. Legacy brands have to create a desirable, exciting environment for students, and a big part of this "American Journey 2.0" initiative is Ford's youth movement. The Fiesta is a small, affordable vehicle aimed at exactly the demographic that is part of this "American Journey 2.0" project.
The other takeaway is that driving is getting fun again - just like it was back in the '50s and '60s. This time around, cars are about more than just transportation. They're opening up a whole new world of digital innovation and entertainment.
Investment. In youth and technology.