Ford's Quest to Remake Itself into a Master of US

​"No longer are cars competing with other cars; they’re competing for our affection."

After decades as an engineering-led company, Ford is now trying to see its cars through customers' eyes. It has a long road ahead.

www.fastcodesign.com/3057494/fords-quest-to-remake-itself-into-a-master-of-ux​