New web and smartphone-based shuttle service promises more efficient transportation
Ford is piloting an on-demand dynamic shuttle service for its Dearborn, Michigan, employees, providing a new mobility solution featuring smart ride-hailing technology with premium customised shuttles, applying insights from earlier experiments and research with global urban commuters.
Dynamic Shuttle, a Ford Smart Mobility experiment supports the company’s broader effort to change the way the world moves. Ford Smart Mobility is the company’s plan to take connectivity, mobility, autonomous vehicles, the customer experience, data and analytics to forge a more efficient transportation service.
Providing a platform to test new ideas, the pilot ultimately could help Ford develop mobility solutions to improve the lives of people in cities struggling with traffic gridlock and few public transit options.
The company is piloting Dynamic Shuttle with four Ford Transit vehicles. The program is expected to expand to more shuttle vehicles in Dearborn, potentially increasing ridership as Ford tests the performance of the software and gathers fleet data.
EFFICIENT SHUTTLING
The Ford shuttle service will begin processing customer ride requests on the new platform as it gradually migrates from its dispatch-based platform. A mobile-friendly web portal and smartphone application will be available to riders next quarter.
The convenience of Ford’s Dynamic Shuttle will allow people to summon point-to-point rides on-demand. Once a mobile-based ride request is made, the Ford-developed software – including the algorithm that drives the platform’s technical capabilities – immediately determines the shuttle best suited to address the request without extending the travel time of riders already aboard.
It then sends the rider an offer detailing proposed pick-up time and maximum duration of the trip, which the requester can accept or decline. If accepted, the request is dispatched to the shuttle driver’s navigation interface, along with the most efficient route to complete the requests of all riders in the timeliest manner.
PREMIUM SHUTTLE
In developing the software, Ford’s technology team also crafted the ideal shuttle vehicle. Each Ford Transit shuttle has been adapted to carry six to eight passengers. Customer findings shaped the best vehicle height for easy on-boarding and off-boarding, as well as rider-requested amenities including complimentary Wi-Fi, USB charging ports for each seat and personal storage space.
Research teams surveyed people in various cities around the world to understand how consumer attitudes and needs vary from region to region. In the United States and United Kingdom, this included conducting research in different-sized cities – Atlanta, New York, Edinburgh and London. They also took into account growing national economies, studying Rio de Janeiro and São Paulo in Brazil, along with Chennai and Mumbai in India.
Researchers found that many people requesting pick-up at their residence were willing to walk a short distance to a neutral location – both to make the service more efficient for others and to afford greater privacy for themselves.
Initially available exclusively for Ford’s Dearborn campus, Dynamic Shuttle benefits could one day extend to other locations and to more applications, including delivery services, emergency medical transportation and beyond.
