
8.28.06 Dearborn, Mich. Today William Ford Jr. announced that Ford and executives at Herman Miller are in the early stages of collaborating on a new vehicle together. This move will be a first for both companies. Herman Miller (world headquarters based in Zeeland, Mich) who is traditionally known for creating great places to work through their innovative design (the infamous aeron chair) will design every aspect of the new Ford interior. A representative from Herman Miller said “Our company seeks to develop innovative solutions to real needs in working, healing, learning, and living environments. We see the vehicle as a place Americans are spending a lot of their time and decided it would be a great new environment to explore and an exciting new step for us to take.”
Although Ford does collaborate with Eddie Bauer on its Expedition and Explorer models, this will be the first time the Automaker has left the entire design of the interior in the hands of another company. Bill Ford Jr said ” I am very excited to announce today that two great Michigan companies will be collaborating on this bold new project. Our goal is to really set a new standard in the automotive industry and give the consumer a completely new experience.” No designs or sketches were released at the press conference,.. although the price range is expected to be in the low to mid 20’s. Available if you’re lucky in 20XX.
Too bad I completely made all of that up. This story is not true,.. but the question I want to ask is why not? I mean if there is any truth in Advertising then Ford will live up to it’s Bold Moves campaign. Here’s what Art Spinella says from an article in USA Today.
“One problem, says auto marketing expert Art Spinella, is that bold products would do more for Ford’s image and sales than bold ads.
“Consumers want to see products that are bold,” says Spinella, president of CNW Marketing in Bandon, Ore. “They have to see a product to understand if it’s bold. Telling everyone you’re bold doesn’t mean anyone believes you until they see if it’s really the case.”
Now ain’t that the truth. Would it be risky to have a furniture manufacturer design the entire interior of a car? Maybe. But in the words of Seth Godin ” If you think you’re being risky, you’re doing the safest thing you can. If you’re playing it safe, you’re taking a big risk.”
This entire post was made possible by the post that inspired me to write this. Dave Pinter over at PSFK wrote a post last week entitled Auto Industry 2.0. The good news is that a Herman Miller & Ford collaboration is happening. Except their names are Citroen and Kartell. Read the entire article here. Enjoy!
For the record no executive from Herman Miller was interviewed,.. nor did I get a chance to talk to William Ford Jr. But i’d be interested to see what they think?…