Ford uses robots to engage dealers at US automotive show

Ford has included two live events for the automotive industry in its experiential activities at the North American International Auto Show.

Ford's experiential activity engages dealers at North American International Auto Show
Ford's experiential activity engages dealers at North American International Auto Show

Ford has included two live events for the automotive industry in its experiential activities at the North American International Auto Show.

More than 37,000 industry delegates including automotive dealers are anticipated to attend the 13-day show in Detroit, which is expected to attract 700,000 visitors when it ends on 24 January.

Agency Imagination created an interactive experience for Ford's audience - including the automotive industry - featuring choreographed assembly line robots, self-parking cars, and an ‘augmented reality' game in which players drive a virtual Ford car and take the game home afterwards.

The Ford experience created by Imagination was designed to provide the company's dealers, staff and prospective clients with more than three hours of interactive learning about its vehicles.

Ford head of global auto shows Darrell Bryja, said: "Ford doesn't have a display, we offer a full-on, multi-sensory experiences that engage our visitors. We've brought each vehicle to life in ways never seen before."

Imagination has been planning the event for a year and its staff from throughout the world have been involved.

Imagination strategy director Andrew Horberry said: "We've taken the expert knowledge of Ford engineers and designers, and allied that with our expertise in experiential and retail design to create a coherent explanation of what Ford offers."

 

 

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