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By Mike Murphy The future of transport is on its way. Ford has publicly stated that it plans to have self-driving cars on the road in some commercial capacity byand has been building out a testing facility in Miami for the last nine months.
It now operates dozens of autonomous test vehicles in the city.
Then, the company restricted rides to slow trips essentially only on company property. Moped drivers followed the cars I was in far too closely; cars merged around us on both the left and right at the same time; a truck started parallel parking without indicating; a bicycle came out of nowhere, riding diagonally across the street the wrong way.
At other times, the vehicles performed rather poorly. Many of their deficits were confusing, given how well they performed in more complex situations.
A wise decision for a computer, perhaps, but jarring as a passenger, and unlike how a human driver would respond to the scenario. In one case, when passing a line of parked cars, my car hesitated a few times, presumably thinking that one of the cars might potentially pull out, even though there was no one in any of them.
Multiple Ford executives stressed, however, that when Ford is ready to roll out its service, it will be at a large scale, not just a few dozen or hundred vehicles, like its competitors are in the process of doing. But it felt as though Ford is still figuring out the specifics of autonomous ride-hailing services.
For the most part, the app functioned like Lyft, Uber, or any other ride-hailing service.
Ford also took us to its dispatch center in Miami, where it fixes its current vehicles. This is just jargon for many companies, but Ford is actually starting to live up to the term. The company recently bought Spin, a dockless electric-scooter company, and Chariot, a bus-hailing company.
It also launched a docked bike-sharing service in San Francisco that now includes electric bikes and a ride-hailing service for medical facilities, called GoRide, in the Detroit area. Ford also recently acquired Autonomic, a cloud service that can manage fleets of vehicles, and envisions that it will allow the company to operate at a scale previously unseen in the autonomous-vehicle industry.
A Walmart employee loading groceries into a Ford test vehicle.
Ford also showed off current partnerships with local small businesses in Miami, including a dry cleaner and a florist. The dry cleaner used the Ford service to ferry laundry between its four different locations, and the florist used it to respond to delivery requests on demand, instead of having to pay for a driver who may spend most of the day not delivering.
In all these cases, Ford and its trial partners are mainly just exploring how regular people will interact with autonomous vehicles. The tests suggest what Ford may be able to offer companies in the future, but for now, are really just a series of hypotheses and theoretical scenarios.
Marakby also hinted that the company wants to drastically lower the cost of ride-hailing with its autonomous vehicles. At least in part, Ford will make up those margins by offering advertising within its vehicles.
Whether the rider would want to be bombarded with ads while sitting in a car, however, is unlikely—Marakby did suggest riders could opt out of the marketing in some scenarios. But all of these business ideas, while potentially encouraging to investors who have not seen many bright signs of life recently at Ford, are just ideas for what the company could do when—if—it starts to offer commercial services in Hopefully, by then, the cars will have figured out the difference between a car about to pull into traffic and one parked for good.Ford Dealer Business Cards.
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