The Mobility for All (M4A) initiative is intended to extend the boundary of inclusive ergonomic design to encompass more and more potential drivers – and to ensure Ford vehicles become the brand of choice for people with mobility issues.
To that end, although today's Ford vehicles provide a leadership position and are praised for many of their key attributes, we must ensure that this continues.
The M4A team is involved in three main activities: research, business and internal communications to Ford. Research is based on the primary areas that Ford is driving to accommodate for people with disabilities. As an example, Ford has forged links with Sunrise Medical to ensure our luggage space is suitable to fit the Sunrise standard wheelchairs.
The business team then communicates the requirements of the luggage area to the
vehicle line teams for application and the communications team ensures through a
series of seminars that the wider audience of Ford employees are fully aware of the
need to transport wheelchairs.
As is evident from this example, the team is working cohesively to deliver an optimum solution, and speaking at length to customers and organisations to ensure customer satisfaction.
The Mobility Roadshow at Donington Park a few weeks ago provided an excellent opportunity to glean further information from people with disabilities driving our current vehicle line-up.
This data can be used to prioritise some of the areas that need to be addressed in future vehicles, or indeed highlight what is good in current products and needs to be maintained.
For example, from time spent interviewing customers who appraised Ford vehicles, it is clear that the seat back angle rotary handle is very tough for drivers and passengers alike to adjust if there is general hand/arm weakness or pain.
All of the information gathered at the roadshow is being collated for the business team to generate a strategy of development aligned to current programme timing, while the communication team is rewarded for getting volunteers to represent Mobility for All over the three days.
"Embracing Diversity" is an important part of the Ford Motor Company ethos, providing opportunities both within the workplace and through our vehicles giving people an opportunity for independence.
The Ford of Europe Diversity Director, Surinder Sharma, attended the 2004 Mobility Roadshow and was very impressed with the quality work being conducted.
For more information, see www.fordmagic.co.uk or call: 0800 240 241