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    <li>
      <p>
        Ford Motor Company reportedly filed patents relating to an AR-powered weight indicator for the company's vehicles, highlighting loading capacity and distribution of the weight. The patent is disclosed now and was initially filed on June 27, 2022.
      </p>
    </li>
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      <p>
        The AR system focuses on enhancing safety and accessibility during hauling and towing. It uses vehicle-based cameras to capture image data when a user places a heavy object in the vehicle. The system's processor then generates an augmented map displaying the loads in the vehicle and their placements. Furthermore, the image data/augmented map is presented through an interactive user interface, illustrating the relationship between vehicle loads and weights.
      </p>
    </li>
  </ul>
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  </p>
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  <p>
    <a href="https://www.xrtoday.com/augmented-reality/is-ford-developing-augmented-reality-products/">
      XRToday
    </a>
  </p>
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Extended Reality

INCUMBENTS_PRESENT

PROMINENT_CATEGORY

<div>
 <p>Ford Motor Company has reportedly submitted patents for an Augmented Reality (AR) weight indicator for their vehicles, which indicates loading capacity and weight distribution. The patent, revealed now, was originally submitted on June 27, 2022.</p>
 <p>The AR technology aims to increase safety and accessibility during transporting or towing. Vehicle-based cameras are used to capture image data when a heavy item is loaded into the vehicle. This data is then processed to create an augmented map showing the loaded objects and their locations in the vehicle. The image data/augmented map is displayed via an interactive user interface, demonstrating the links between the loads in the vehicle and their respective weights.</p>
 
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Ford reportedly files patents for AR-powered vehicle weight indicator

Autonomous and connected technologies shaping the future of the auto industry

Auto Tech

<div>
 <p>Ford and Lincoln release a personalized integrated digital driving experience via Apple CarPlay and Android Auto, launching with the 2024 Lincoln Nautilus. Managed through touchscreen or steering wheel controls, the system offers customisable screen designs and real-time navigation widgets. Drivers can create profiles detailing app and seating preferences.</p>
 <p>The system incorporates Google Maps, Google Assistant or Alexa Built-In, and can download entertainment apps for smartphone-free access. The infotainment system boasts 5x faster processing, 4x memory, and 8x storage than previous versions.</p>
</div>

Ford and Lincoln launch updated connected car services

Electrifying passenger and commercial travel

EV Economy

<div>
 <p>Ford is adjusting the pricing structure for its 2024 F-150 Lightning EV range in response to slower EV sales in the US. The starting price for some models will be increased by roughly USD 10,000, while certain premium models will see price decreases of around USD 7,000.</p>
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Ford changes prices on F-150 Lightning pickups

<div>
 <p>Ford Motors has significantly lowered its expected production rate for its electric F-150 Lightning pickup trucks for 2024. Predictions have gone from an average of 3,000 trucks per week to 1,600. This is a significant change from the company's initial production goal of 150,000 trucks for 2024 as part of its capacity to make 600,000 Electric Vehicles (EVs).</p>
 </div>

Ford halves production of Electric F-150 pickup trucks

<div>
  <p>Ford has adjusted its plans for production at its Michigan Blue Oval Battery Park. Originally, the company aimed to invest $3.5 billion to produce 35 GWh of batteries per year and employ about 2,500 people. However, they have now scaled back these numbers to 20 GWh of annual production and planned employment of 1,700 individuals.</p>
  <p>Ford will begin manufacturing lithium iron phosphate (LFP) batteries at the facility by 2026, utilizing technology licensed from CATL.</p>
</div>

Ford scales back production at Michigan battery manufacturing facility

<div>
 <p><b>Product updates</b></p>
 <ul>
  <li><p><b>Volvo launches its first electric minivan:</b> Volvo Cars has launched its first electric minivan known as Volvo EM90. The multi-purpose vehicle will be launched in China with a starting price of USD 114,000. This is the company's latest effort to expand its customer base and reach more of the global automotive market, following the launch of its electric EX30 small SUV earlier this year. (November 12, 2023; <a href="https://www.media.volvocars.com/global/en-gb/media/pressreleases/320025/the-new-fully-electric-em90-premium-mpv-further-expands-volvo-cars-portfolio"> Press release </a> )</p></li>
  <li><p><b>BMW plans to expand smart EV charging service in the US: </b> BMW North America reported that it would expand its EV charging service, ChargeForward, to 48 states in the US. The company’s service enables BMW drivers to earn cash incentives when they use ChargeForward to charge at a time when there is less strain on the grid. (November 14, 2023; <a href="https://www.press.bmwgroup.com/usa/article/detail/T0438320EN_US/bmw-chargeforward-goes-all-the-way-smart-charging-program-expands-nationally"> Press release </a> )</p></li>
 </ul>
 <p><b>Partnerships</b></p>
 <ul>
  <li><p><b>LG Energy–Ford battery JV scrapped: </b> A battery joint venture (JV) formed in <a href="https://www.reuters.com/business/autos-transportation/ford-lg-energy-koc-holding-team-up-turkish-battery-cell-plant-2023-02-21/"> February 2023 </a> between LG Energy, Ford, and Koc Holding has been revoked. The JV was intended to produce battery cells for commercial EVs. As such, the companies signed a non-binding agreement to develop an EV battery facility near Ankara, Turkey. According to LG, the agreement was scrapped due to the slower pace of consumer electrification adoption. (November 11, 2023; <a href="https://www.reuters.com/markets/deals/koc-holding-revokes-pact-with-ford-lg-energy-solution-turkey-battery-jv-2023-11-10/"> Reuters </a> )</p></li>
 </ul>
 <p><b>M&amp;A</b></p>
 <ul>
  <li><p><b>ABB E-mobility acquires Vourity:</b> AAB E-mobility has acquired Vourity, a Swedish company that has developed cloud-based technology for EV charging payments. The company’s solution can be used through a pay station or be directly integrated into the EV charging station and simplifies self-service. ABB intends to use the startup’s technology to provide seamless payment systems in its customer offering. (November 15, 2023; <a href="https://new.abb.com/news/detail/109551/abb-e-mobility-simplifies-payment-of-electric-vehicle-charging-with-vourity-acquisition"> Press release </a> )</p></li>
 </ul>
 <p><b>Management news</b></p>
 <ul>
  <li><p><b>GM reorganizes EV business: </b> General Motors (GM) has reported that it is fully integrating its BrightDrop commercial EV business into the parent company in order to improve efficiency and reduce costs. It was also reported that the unit CEO Travis Katz would be leaving the company. (November 17, 2023; <a href="https://www.reuters.com/business/autos-transportation/gm-confirms-ceo-commercial-electric-vehicle-unit-brightdrop-has-left-2023-11-16/"> Reuters </a> )</p></li>
 </ul>
 
</div>

Incumbent News Summary (Week Ended November 17, 2023)

ANALYST_QUICK_TAKE

Ford has received approval to introduce its Level 2+ semi-autonomous driving system, called BlueCruise, in Spain. BlueCruise allows drivers to temporarily let go of the steering wheel on designated sections of Spanish highways, while still being required to stay alert and ready to take control at any time. An infrared camera will monitor the driver's attention and notify them if they are not paying attention to the road. The electric Mustang Mach-E will be the first Ford model to feature BlueCruise in Spain. Analyst QuickTake: With today’s approvals, Spain becomes the third European market to have permitted the launch of Ford’s Bluecruise system. The UK was the first to approve BlueCruise in April 2023 , followed by Germany, which granted approval for the system in August 2023 .

Ford to introduce ‘BlueCruise’ driver assistant system in Spain

Reviver has partnered with Ford to offer the Reviver RPlate, a digital license plate, at Ford dealerships in Arizona, California, and Michigan. Ford is the first automaker to offer this technology to its customers. The digital license plate has personalized displays, location tracking, registration renewal, real-time alerts, and anti-theft features. It comes in battery-powered and hard-wired versions.

Reviver partners with Ford to offer digital license plates as aftermarket offering

Ford is shutting down its R&D center in Tel Aviv, which focused on autonomous vehicle development, and has laid off all employees. This decision is a result of the termination of the Ford- and Volkswagen-backed autonomous vehicle unit, Argo AI, and Ford's shift towards technologies that offer short-term profitability. The closure does not come with any specific details on redundancy packages or remunerations. This is part of a larger trend, as other autonomous vehicle companies like General Motors' Cruise, Apple, Pony.ai, and Aurora Innovation are also facing challenges and setbacks in bringing their products to market. These developments indicate that autonomous vehicles will take longer than expected to become mainstream.

Ford shuts down Israel-based R&D center for autonomous vehicle technologies

Ford has received approval to introduce its semi-autonomous driving feature, BlueCruise, in Germany. BlueCruise is classified as Level 2+ autonomy, allowing the vehicle to control both speed and steering, but the driver must remain present and attentive. In designated "Blue Zones" on German highways, drivers can momentarily let go of the steering wheel while remaining prepared to take control at any time. An infrared camera monitors driver attention to the road. The electric Mustang Mach-E will be the first Ford model in Germany to feature BlueCruise. Germany is the second European market, after the UK, to approve BlueCruise.

All Updates