Automotive Engineering - October 2023 - 9

TECHNOLOGY REPORT
CONNECTIVITY
Ford EV engineers 'Always On' for customer feedback
Engineers like to know what customers think about a vehicle.
Now, drivers of the all-electric Ford F-150 Lightning and
Mustang Mach-E can oblige via a new system that channels
select customer comments to engineers.
F-150 Lightning fullsize pickup truck and Mustang Mach-E
SUV owners in the U.S. can pass along opinions via a 45-second
voice message after selecting " record feedback " through
the settings-general menu on the infotainment touchscreen.
" We want to hear the customer's voice. Ford does customer
clinics and events, but this is a different way to capture customer
feedback, " Donna Dickson, chief engineer of the Ford
Mustang Mach-E, said in an interview with SAE Media.
Once the vehicle has cellular or Wi-Fi connectivity, the
voice message is uploaded to the cloud for evaluation by the
automaker's quality analytics team. Ford's in-vehicle voicefeedback
feature is an extension of the automaker's Always
On Team initiative that began after the 2021 Mach-E debut.
The Always On Team scours social media sites in search of
customer suggestions, compliments and complaints. To resolve
certain customer issues, engineers can program an over-the-air
(OTA) software update. " Always On really changes the way that
Drivers of the all-electric Ford F-150 Lightning (shown) and the allelectric
Mustang Mach-E can participate in the pilot launch of the invehicle
voice feedback.
we approach how we engineer and how we think about solving
problems, " said Dave Pericak, Director of EV Trucks.
Following the debut of the 2022 F-150 Lightning, customers
were clamoring for a specific piece of vehicle information
to be visible at all times. " Our customers wanted to see their
AUTOMOTIVE ENGINEERING
October 2023 9
FORD

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Automotive Engineering - October 2023

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Automotive Engineering - October 2023 - CVR1
Automotive Engineering - October 2023 - CVR2
Automotive Engineering - October 2023 - 1
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