Ford uses video games to develop car technology and understand users' technical operation preferences

According to foreign media reports, recently General Motors' competitor Ford Motor Company detailed how it uses games and game engines to develop new cars and automotive technologies. In fact, General Motors also uses games and game engines in car research and development.

Amko Leenarts, Director of Design at Ford of Europe, said: “We are changing the way we design products and services, which is really exciting as games play an integral role in revolutionising our innovation and thinking, with initiatives such as our newly launched Design Experience Lab, where gamification is a key element in how we create meaningful experiences for our future customers.”

Ford uses games to develop automotive technology (Image credit: Ford)

One of the ways Ford is using gamification to develop its vehicles is through virtual customer clinics, a first-of-its-kind approach that asks participants to play a short online game to help determine their preferences for automated parking systems, including whether they prefer to press a button once or hold it down. According to the clinic, 88% of people prefer to press a button once, which could change how Ford's Active Park Assist feature performs. The clinic also helps determine how participants react to unexpected events, such as if a cow suddenly walks into the road.

Ford uses games to develop automotive technology (Image credit: Ford)

Mario Meichelboeck, Digital Engineer for Tools, Strategy and UX at Ford of Europe, said: “The coronavirus pandemic meant that customer clinics could not be carried out, or the number of participants was limited. This was a great opportunity for us to conduct rapid virtual testing to create test scenarios that participants anywhere in the world could complete using their computers.”

In addition, Ford also used the virtual reality environment to enable teamwork, allowing remote workers to participate in joint design meetings through large LED screens and conduct 1:1 design work. Finally, Ford also used the online community of virtual racing players to determine the look and style of several new concepts and virtual performance machines.

Ford uses games to develop automotive technology (Image credit: Ford)

GM also uses games as part of its vehicle development and automotive technology. For example, GM uses Epic Games Unreal Engine to power the graphics and infotainment systems of the new GMC Hummer all-electric SUV and Cadillac  Lyriq all  -   electric  luxury  sedan.