Hold on to Your Cup! These Customer Findings Drove the Refreshed Cupholder Design for the New Ford Fusion
29 Abril 2016 - 1:01AM
Business Wire
- Cupholders – a seemingly small
convenience with a big impact – have been moved forward, rotated
and redesigned for the new 2017 Ford Fusion
- Ford research, including a new Nielsen
survey, took the automaker around the globe in search of what
customers want and need from their cupholders
- Insights about beverage containers,
customers and cupholder design show people use cupholders not only
for bottles and cups of varying shapes and sizes, but also mobile
devices and loose change; insights helped Ford refine cupholders in
the new Fusion
At Ford, every detail matters, and customer experiences matter
most.
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In the 2017 Ford Fusion, Ford replaced
the traditional shifter with a rotary gear shift dial freed space
for two newly designed cupholders – both with available ambient
lighting. The new cupholders are now one in front of the other,
with the front cupholder 6 inches forward from their location on
the 2016 Fusion. (Photo: Business Wire)
That’s why, in designing the new 2017 Ford Fusion, the automaker
set out in search of what makes cupholders – a seemingly small
convenience – so important to customers. In the end, customer
feedback drove substantial changes to the refreshed Fusion console
design, including a new take on the common cupholder that customers
will surely appreciate.
The replacement of the traditional shifter with a rotary gear
shift dial freed space for two newly designed cupholders – both
with available ambient lighting. The new cupholders are now one in
front of the other, with the front cupholder 6 inches forward from
their location on the 2016 Fusion. It’s a small move with big
effects, allowing Ford to extend the armrest by nearly 3 inches and
to expand the armrest bin by an extra half-gallon, comparable to
your average 2-liter soda bottle or four 16.9-ounce water bottles.
For even more storage, a pocket added to the front console is a
perfect spot for a wallet and various other items.
“Being dissatisfied with your cupholders may be a minor
annoyance, but it’s a daily one, which over time detracts from the
overall car experience,” said Jolanta Coffey, Ford instrument panel
and console manager. “On the other hand, when you like your
cupholders, they can make your vehicle feel like home. For Fusion,
we set out to develop a beautiful interior, paying attention to the
details that make people fall in love and stay in love with their
car.”
Research reveals the following cupholder facts:
- Bottles win big In the U.S.,
people say drinks in bottles reign supreme. According to a new
Nielsen survey, 79 percent of Americans say they use cupholders for
bottles. A majority of people – 52 percent – say they typically use
cupholders to carry cups of coffee and tea. Ford research also
found North American customers use large soft-drink cups more than
other parts of the world, and they’re much likelier to drink on the
go. In Asia, people tend to bring wide tea bottles into the
vehicle.
- Putting satisfaction within reach –
literally People value cupholders that are within effortless
reach. That’s easier said than done – given the range of possible
arm lengths and seat positions. For the new Fusion, Ford studied
driver ergonomics to balance the needs of as many drivers as
possible. By moving the cupholders, designers ensured Fusion
cupholders are an easy reach for at least 95 percent of the
population.
- Holding more than cups* Among
non-beverage items placed in cupholders, phones by far are the most
common. Roughly half say they use their cupholder to store their
mobile device, followed by 28 percent who use it for loose change.
Food is placed in cupholders by 19 percent of respondents, while 14
percent use it for gum or mints, and 12 percent for wallets.
Millennials and teens are much more likely than their elders to use
cupholders for non-beverage items. Gender plays a role as well. Men
are more likely to use cupholders to store their wallet and change,
while women tend to use cupholders consistently.
- Get a grip A great cupholder is
roomy enough for an extra-large container, yet capable of holding a
skinny one without it tipping over. Ford again did its homework,
for the first time using its tactical robot arm RUTH to verify the
Fusion cupholders, as well as the spring-loaded resistance grips
within them, meet customer preferences for resistance and feel.
RUTH measured things like how much effort it takes to insert a
bottle and how much tension the grips exert as a cup is being
pushed down.
- The three cups Cupholders must
be deep enough to hold taller containers, but shallow enough that
you can easily pluck out a small cup. Ford found most cups fall
between three basic scenarios: your average half-liter recyclable
water bottle, the 20-ounce plastic bottle typically used for juices
and sports drinks, and the 30-ounce soft-drink cup found at many
fast-food restaurants. If a cupholder can help hold all three, it
can likely hold most any cup.
In total, the 2017 Ford Fusion has up to six cupholders in the
console, front door pockets and rear center armrest. Regardless of
region and what drivers may store in their vehicle’s cupholders,
they are in constant use – and therefore an important aspect of
interior design at Ford.
About Ford Motor Company
Ford Motor Company is a global automotive and mobility company
based in Dearborn, Michigan. With about 199,000 employees and 67
plants worldwide, the company’s core business includes designing,
manufacturing, marketing, financing and servicing a full line of
Ford cars, trucks, SUVs and electrified vehicles, as well as
Lincoln luxury vehicles. At the same time, Ford is aggressively
pursuing emerging opportunities through Ford Smart Mobility, the
company’s plan to be a leader in connectivity, mobility, autonomous
vehicles, the customer experience, and data and analytics. For more
information regarding Ford, its products worldwide or Ford Motor
Credit Company, visit www.corporate.ford.com.
*Check your owner guide for recommendations for securely storing
your phone.
For news releases, related materials and
high-resolution photos and video, visit www.media.ford.com.
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Ford Motor CompanyDeeptie Sethi313.594.0949sdeeptie@ford.com
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