Last Wednesday night, I was in the Chicago Sheraton, feeling groggy. I stayed up late the night before to prepare for BlogHer, and ended up having to stay up late again to complete the work I couldn't while on the plane.
I was eager to attend the Ford event, but not sure exactly what to expect. I feared my foggy brain might not be able to generate ideas appropriately, or my sleepy senses might not do so well if we were to attempt actually driving the vehicles.
Thankfully after a few hours of sleep I was regenerated, and successfully made it to the Ford-sponsored breakfast at 7:30am (which is 5:30 California time.) It was fabulous to see familiar faces, and meet new people.
Right off the bat, a woman pointed a flip camera towards me and asked me to give my impressions of Ford. I'm not sure exactly what I said, but I know I stammered about how I felt Ford is a "middle ground" brand. It isn't the most expensive, it isn't the cheapest, but I think of it as being a middle class car. Although I said many of my friends drive Fords, I then slipped in that many of them drive BMWs, Mercedes, and Lexuses. Although it was a single sentence, I was parsing the definition of "friend" because there are my college buddies from all over the U.S. who drive a variety of cars, my friends from my "old neighborhood" and the friends (who are more acquaintances, to be honest) in my new neighborhood.
Yes, back in our "old neighborhood" there were many Fords. Many of them were trucks. When I think of reliable work vehicles, I think of Ford. But when I think of what people drive around in my new neighborhood, BMW and Lexus top the list. Most "other mothers" at my sons' school drive SUVs, most of them the aforementioned brands. Those who drive sedans or convertibles drive Mercedes. Although I know of a couple people who drive Jaguars, I think of those as being an "older person" car. I drive a Honda Odyssey. There are several Odysseys and Toyota Siennas in the parking lot, too. My husband drives a Toyota Prius; and yes, there are some Priuses around our neighborhood as well. But I really don't notice the American-made cars.
My neighborhood is one of affluence. It is a brand-conscious community. There is a feeling that foreign is better. (Which may be why Ford is so popular in Europe!) Before my visit with Ford, I couldn't picture myself purchasing a brand new Ford because I'd want to show people "Hey, I can afford a Mercedes." Sad, but true. My assumption was that Ford would be a "basic car" whereas one of those "fancy" brands would have the upscale features that I'd expect from a prestigious label. (After all, I've found that designer jeans really do make my rear look better.)
What shocked me the most about my visit with Ford was that the features available in their cars are not only innovative but luxurious. I never thought I'd attach the word "luxury" to Ford, but it is the honest truth.
Indeed, I had to nod during the introduction to the day when Scott Monty talked about the "elitist coast."
Yes. That is me. I am a California snob.
I really thought I was going to Ford to learn more about cars in general. I wanted to see the plant to see how cars are made. I was interested in learning more, but certainly didn't expect to come away with such an enthusiasm for what Ford is doing.
What struck me was not only the innovation in luxurious features and attention-to-detail for fascinating things like cupholder shape, engineering the sound the door makes when it closes, and to pump the engine sound back into the cabin to give a sports-car driver the experience she expects, but also innovation in other areas.
When I was in college, I worked during the summers for an aluminum company. I worked in the Health & Safety department, so learned about OSHA standards and ergonomics. It was therefore with particular attention that I watched the workers at the plant, and nodded when I saw the virtual car-building exercise. It is one thing to create massaging seats in a vehicle for the consumer to enjoy, but quite another to make sure that the people who actually work for Ford are being treated in a way that minimizes their potential for discomfort or injury. I was thrilled to meet some of the plant workers and see the safety features around the plant.
Of course, as I've noted before, the in-car features are certainly eye-opening. Perhaps my favorite was the parallel-parking feature. It was hard to trust that the car would steer me perfectly into a space, but it did. Likewise, the cross-traffic sensors would be quite useful in the various busy spots I tend to park. As it is, I park across the street from my boys' swimming lessons because I don't like backing up from the pool's parking alongside the gigantic SUVs. Those same sensors indicate via mirror light whether a car is in the driver's blind spot. I forgot to ask what happens on multi-lane highways, however, least the blind spot never be considered clear even if the immediately adjacent lane is. The big thing to remember about these safety features though is to use them along with common sense and your own eyes.
At the end of the day, we brainstormed about what we want in a vehicle and associated purchasing experience. It was interesting to see how one feature might be a "must" for one blogger, but an overpriced extra for another. We were a bit rushed during the end of this discussion because the day went fast, but I hope that Ford will have more brainstorming sessions with "everyday women." I certainly came away with a lot of information.
Thank you Ford for an educational and enjoyable experience!
Learn More:
- Ford's Flickr Set of the Event
- My Flickr Set of the Event
- BlogHer Bloggers Give Ford a Spin on YouTube
- Ford's Active Park Assist: Demo & Blogger Review on YouTube
- Ford's Cross Traffic Alert: Demo & Blogger Reviews on YouTube
- Ford's MyKey: Technology Explanation & Blogger Review on YouTube
Disclaimer:
Ford paid for an extra night at the Sheraton so that I could attend before BlogHer, my breakfast, and my lunch. Ford paid for the costs associated with hosting this event, such as enabling various representatives to appear to explain the features of the car to us. We were not under any obligation to post, per se, but of course encouraged to pass on the information we received during the event. Ford did not see this post prior to publication nor do they have editing power over this post. What I wrote above is my opinion and my interpretation of the event. Ford has not compensated me with currency, nor is there any compensation or benefit to posting about the event.
| RELATED -- My written and photographic impressions of the Lincoln MKT:
- Why a Lincoln MKT? - Don't Wreck the Lincoln MKT! - My Family's First Impressions of the Lincoln MKT - The Father Test - My Dad's Take on the Lincoln MKT - Is the Lincoln MKT Kid-Friendly? - My Lincoln MKT Test-Drive Recap - My Lincoln MKT Flickr Set |
