Henry Ford and his dream of bringing cars to the common man has evolved from the introduction of the Model-T in 1908, to a billion dollar industry with brands and plants across the world. With roller coaster swings in oil prices and a consumer-driven market demanding more hybrids then ever, Ford asked IDEO to help it understand the hybrid electric vehicle (HEV) market and uncover ways to connect users with a unique HEV driving experience that could be implemented across automobiles and brands.

Working closely with the Ford design team, IDEO set out to understand what the HEV driving and ownership experience means for current and aspiring HEV drivers. Setting off for cars, homes and garages for interviews and observations across the US, the team uncovered what the core of drivers desired from their hybrids: a common sense of freedom. Like the Ford brand itself, driving a HEV enables a spirit of freedom, but unlike the freedom of Ford’s yesteryear, HEV owners desired freedom from ideas and issues like foreign oil, traffic jams, and chaos, while still yearning for a sense of freedom around time and choice in their driving experience.

The team’s field research led to a deep understanding of the consumer, which informed an ownership engagement framework that illustrates the driver’s use and ownership journey. The framework helped demonstrate how HEV drivers are engaging with their cars, from simply understanding them, to other levels of engagement that include informing, educating, practicing, advising, evolving and finally supporting the driver. The framework, plus the insights from the research, led to 18 opportunity areas, which informed hundreds of ideas, 109 concepts, and ultimately 21 unique digital dashboard speedometer cluster features that were created, prototyped and refined with the Ford team.

Ford’s implementation of the IDEO project is called SmartGauge with EcoGuide: a more-connected, fuel-efficient driving experience planned for initial rollout in the 2010 Ford Fusion and Mercury Milan hybrids. The SmartGauge with EcoGuide uses two, high-resolution, full-color LCD screens on either side of the analog speedometer to show intelligently delivered varying levels of information, including fuel and battery-power levels, average and instant miles-per-gallon and the driver’s efficiency through their driving routines. Information is presented to help address the driver’s need to know “am I getting the most out of my hybrid?” The gauges and the configurations function as tools that better communicate with drivers, giving them the tools to maximize fuel efficiency.

A tutorial mode built into the display helps the driver learn about the instrument cluster and the hybrid in a whimsical way that does not overpower. Drivers are given the option to choose one of four data screens for layout and the level of information displayed while in use:

• The Inform mode includes the fuel level and battery charge status.

• The Enlighten mode adds an electric vehicle mode indicator and the tachometer.

• The Engage mode adds engine output power and battery output power.

• The Empower mode adds a “power-to-wheels” indicator, “engine pull-up threshold” indicator and accessory power consumption meter.

All the data screens show instant fuel economy, fuel economy history, the odometer, the engine coolant temperature, transmission information, and relevant trip specific data such as trip fuel economy, time-elapsed fuel economy and miles to empty. The engine coolant temperature indicator turns green when engine conditions are warm enough to allow engine pull-down.

Long-term fuel efficiency is displayable two ways: either as a traditional chart or using an display that shows growing leaves and vines on the right side of the cluster. The more efficient a customer is, the more lush and beautiful the leaves and vines, creating a visual reward for the driver’s efforts. Additionally, the real-time system feedback allows drivers to assess or modify their driving habits to achieve maximum fuel economy. A shutdown screen reviews important information from the latest trip, including fuel economy performance and comparative data from previous days. The SmartGauge with EcoGuide was designed in collaboration with Smart Design and Ford’s internal team.

The 2010 Ford Fusion was named Motor Trend magazine's car of the year in November 2009, beating out the Toyota Prius, BMW 7-Series, Mercedes-Benz E-Class sedan, Lexus HS 250h, and Hyundai Genesis coupe.