At the recent launch presentation in Frankfurt, Germany, Ian Salsbury, the Design Integration Lead for the new Ford E-Transit Custom, detailed the extensive research and design processes behind this groundbreaking vehicle. The development journey, which began in 2018, was rooted in a deep understanding of customer needs and a commitment to creating a versatile, user-friendly vehicle that stands out in the market.
Understanding the customer
Salsbury emphasised the importance of understanding customers in their real environments. The design team spent considerable time with various customers, from delivery drivers to tradespeople, to gain insights into their daily routines and challenges. This hands-on approach allowed the team to observe behaviours and needs that traditional focus groups might miss.
“We didn’t just listen to our customers; we immersed ourselves in their daily lives,” Salsbury explained. “We followed them through their day, sometimes even into their homes, to truly understand their pain points and how our vehicle could address them.”
This immersive research revealed crucial insights. For example, the team learned that delivery drivers often spend long hours in their vehicles, using them not only for transportation but also as mobile offices and rest areas. This understanding led to the development of features aimed at enhancing comfort, productivity, and convenience.
Innovative design features
Based on their research, the design team implemented several innovative features in the E-Transit Custom. One of the standout innovations is the “Mobile Office” concept, designed to transform the vehicle into a versatile workspace. This concept includes a 13-inch screen, strategically placed USB ports to reduce clutter and enhance usability, and work lights that are positioned specifically to avoid shadows to enable a functional workspace. The steering wheel can tilt to provide a flat surface for laptops, making it easier for drivers to work efficiently while on the go.
“We’re proud of the attention to detail in features like the tilting steering wheel,” Salsbury noted. “Our customers told us they needed a better workspace, and we responded by creating a flexible, comfortable environment.”
Delivery Assist: enhancing efficiency
Another key feature in European models is the “Delivery Assist” system, designed to streamline the delivery process. This system automates repetitive actions such as locking and unlocking doors, which can save significant time for drivers making numerous stops throughout the day. The automated functions not only improve efficiency but also enhance safety by reducing cognitive load and minimising the risk of leaving the vehicle unlocked.
“Delivery drivers told us that every second counts, especially during peak times like Valentine’s Day or Christmas,” Salsbury said. “Our Delivery Assist system can save drivers up to an hour a day, making their jobs easier and more secure.”
Flexible Upfitting: Customisation for fleet operations
Recognising the diverse needs of their customers, the design team also developed a flexible upfitting system. This system allows for easy customisation of the vehicle to suit different purposes, from refrigeration units to specialised tool storage. The upfitting system currently available in Europe includes a programmable logic tool and a module that allows for up to 32 customisable switches, enhancing functionality and maintaining the vehicle’s residual value.
“Our customers wanted a vehicle that could adapt to their specific needs,” Salsbury explained. “With our flexible upfitting system, they can customise their E-Transit Custom without compromising quality or functionality.”
The launch of the Ford E-Transit Custom marks a significant milestone in customer-centric vehicle design. Through extensive research and innovative thinking, Ian Salsbury and his team have created a vehicle that not only meets but exceeds the expectations of its users. The E-Transit Custom is a testament to Ford’s commitment to understanding and responding to the needs of its customers, setting a new standard for commercial vehicles in the process.
“We truly put our customers at the centre of our design process,” Salsbury concluded. “By understanding their needs and responding with innovative solutions, we’ve created a vehicle that enhances their daily lives and supports their work in meaningful ways.”
The Ford E-Transit Custom is more than just a vehicle; it’s a partner in productivity and a reflection of Ford’s dedication to excellence in design and customer satisfaction.
The E-Transit Custom will be available in Australia by the end of 2024.
