Digital dynamo

摘要

Ford's North American design chief Peter Horbury believes the corporation has some catching up to do to match its rivals' use of digital technology. Car design staff at Ford are making change to the way they work in a bid to help their company cut the cost of developing new products. Dozens of expert clay modellers have signed up for a series of daytime training courses in digital design, and designers and design managers are also attending specialist evening courses. The brainchild of design executive director Peter Horbury, the switch from clay to digital is set to boost efficiency and reduce the time it takes to complete programme development.