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Auto Car Parking System Of Ford Information Technology Essay

Paper Type: Free Essay Subject: Information Technology
Wordcount: 3572 words Published: 1st Jan 2015

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An innovation is crucial for the company’s growth in the economic downturn and also competes with the competitor in this globalized economy. But flaws in control innovation may hold back their progress in case of technology innovation. To make an organization to gain their competitive advantage in the market continuous technology innovation is the key. In case of manufacturing industry like automobile they always try to innovating new ideas because the business is evolving rapidly on a worldwide basis.

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Automobile industry is highly competitive and stay in this market company even develops their own R&D division. Meanwhile, all of the biggest, most successful automobile industry firms have become totally global in nature. Globalization is in evidence throughout the automobile industry. Among the automobile industry Ford is being the market leader because of their innovative ideas and technology. One of the major innovations in this field is Automatic car parking System.

The Ford Motor Company (NYSE: F) is an American multinational corporation based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford, Lincoln, and Mercury brands, Ford also owns Volvo Cars in Sweden, and a small stake in Mazda in Japan and Aston Martin in the UK. Ford’s former UK subsidiaries Jaguar and Land Rover were sold to Tata Motors of India in March 2008. Ford has agreed to sell Volvo to Greely Automobile in a deal expected to be completed in the third quarter of 2010.

Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce using elaborately engineered manufacturing sequences typified by moving assembly lines. Henry Ford’s methods came to be known around the world as Fordism by 1914.


Ford uses an ultrasonic -based sensing system and electric power assisted steering (EPAS) to position the vehicle for parallel parking, and calculate the optimal steering angle and quickly steering the vehicle in to the parking lot. The auto parking system is a major leap forward in speed and accuracy and ease of use compared with the system offered by the competitor. Ford system required less driver interaction because of its artificial intelligence power.


The Auto park systems have built in processors which are tied to the vehicle’s feature, camera, and two forward sensors on the front side fenders. The auto park censors, known as “Intuitive Parking Assist” or “Ford Park Assist”, includes multiple sensors on the forward and rear bumpers which detect obstacles within 2m of the car, allowing the vehicle to sound warnings and calculate optimum steering angles during regular parking. The two sensor is attached with the processor, which in turn is integrated with the backup camera system to provide the driver parking information.

The processor(s) calculate steering angle data which are displayed on the touch screen navigation along with the obstacle information when the ford park system works. The Intelligent Parking Assist system expands on this capability and is accessible when the vehicle is shifted to reverse (which automatically activates the backup camera). When in reverse, the backup cameras screen features parking buttons which can be used to activate automated parking procedures. When the Intelligent Parking Assist System is activated, the central processors calculates the optimum parallel or reverse park steering angles and then interfaces with the Electric Power Steering systems of the vehicle to guide the car into the parking spot.


The new innovations of the system allow parallel or reserve parking. Doing the parallel parking with the system, drivers first pull up alongside the parking space, then move forward until the vehicle’s rear bumper passes the rear wheel of the car parked in front of the open space. Then, shifting to reverse automatically activates the backup camera system, and the car’s rear view appears on touch screen navigation display. 

The driver is responsible for checking to see if the representative box on the screen correctly identifies the parking space; if the space is large enough to park, the box will be green in colour; if the box is incorrectly placed, or lined in red, using the arrow buttons moves the box until it turns green. Once the parking space is correctly identified, the driver presses OK and take his/her hands off the steering wheel, while keeping the foot on the brake pedal. When the driver slowly releases the brake, while keeping the foot on the brake pedal, the car will then begin to back up and steer itself into the parking space.

The system is set up so that at any time the steering wheel is touched or the brake firmly pressed, the automatic parking will disengage. The vehicle also cannot exceed a set speed, or the system will deactivate. When the car’s computer voice issues the statement “The guidance is finished”, the system has finished parking the car. The driver can then shift to drive and make adjustments in the space if necessary.


The automated parking system is one of the latest features in automobile that’s being worked for a very long time now by car producers from around the world because it is a part of parking equipment is highly in demand, because of the great amounts of comfort and usability that automated parking systems in cars bring to the driver.

Auto parking system or “Pilot” car parking is the automated parking system, that’s developed in the car so that the car can perform parking whether it’s parallel parking or even angular parking or perpendicular parking without the manual need of a driver. Without requiring the driver to carry out any of the features, parking therefore is performed by the car itself automatically. The parking equipment is therefore automatic and inbuilt in the system of the car itself.

Reduce hassle for the drivers:

Under circumstances of maximum stress and traffic and in areas where the parking space itself could be very less, parking for a driver becomes extremely tough and hectic. Automatic car parking system eases off a lot of parking pressure from the shoulders of the driver since the car can itself deal with all the parking troubles. Similarly due to this system that’s set as the automated parking system, through the means of a particular management of the steering wheel and the speed of the car the perfect parking could be achieved in whatever parking situation that the car is placed in.

Growth of the company:

This is the most impotent reasons for the innovation. Innovation is the route to company’s growth. Automobile industry’s right now in the mature stage of its life cycle. Innovation is the creation and transformation of new knowledge into new products, processes, or services that meet market needs. So Ford always tries to make strategic change in their product line with a view of new policies, rules and regulations.


Ford always wants that use new technology will act on their insights get a jump on the competition. Currently they in the third position in the market and last year their $5.9 billion of losses in the last quarter of 2009. But with their recent technology upgrade they are very positive to capture the automobile market within next ten years. And Ford make this auto parking system more easier and reliable then their competitor to grab the market share.


(Company Profit = Sales revenue – Cost). The profit equation shows that for profits to grow, or even be maintained, you’ve got to manage cost, even reduce it. It is the most obvious way to grow profits. And companies have been doing this: with technology; by downsizing; through re-engineering. These practices simply allow you to stay in the game, to stay in the business. They alone are not enough. In case of Ford innovation they make the car cost much cheaper than its competitor about 10%.


Innovations for some companies, find themselves either scooping up the wealth of new ideas turned into new products or waiting for one to arrive or using money to reinvestment into existing operations with no visible new output. But in case of Ford, Innovation is a systematic management thereof can even out the surges and slumps by providing a continuous stream of ideas for the innovation pipeline.


For the survival of the business organization may have to be fundamental change in who they are, what they do, and how they do it. (According to As Alan M. Kantrow, editor of Harvard Business Review). So Automobile manufacturer Ford always try to innovated new technology to keep an ahead position in the market.



Auto-Parking System

Conventional (Standard) Parking System

Speed & Safety

Average leading time for car-output 1 minute and 20 seconds (depends on type)

The vehicle will be stored in fully enclosed structure100% Damage free from other vehicles 100% Dent free from other drivers opening doors. Help to protect the vehicle from the weather (sun, rain, snow, etc.)

It depends on the distance from entry and exit

High possibility of minor collisions


No more searching for empty space

No more unnecessary walking

around parking area

Drive need to find the empty space to park vehicle

Space & Cost Saving

No insufficient of land use.

Efficient space utilization provides greater development size

Ford auto-parking system only take 40%~50% less surface area compared to a conventional garage to fit the same number of parking spaces

Lower the overall construction costs through minimum using parking spaces

It requires at least 1,150m2 (=12,378 ft2)

include drive way

The construction may need high

payment for large parking spaces

Security & Noise

No risk of injury and any other

physical harm

No risk of robbery

Minimized noise (prevent horns

honking and tire screening)

There are high possibility of the

accident and car theft in parking area

Car noise may constantly be heard



Auto-parking system eliminates harmful vehicle emissions and toxic substances.

Lowering (CO2) smog emissions due to reduce the parking hour

Lowering fuel usage because of no

need to search for space Helping the environment around

the parking by eliminating vehicle emissions

Unnecessary driving produce extra smog emissions


The parking dynamics of Ford car parking sensor have created a much more brand value for the customer because of its added advantages both in interior and exterior. Because of its many advantages from the conventional system it added some of the following dynamics upon using the new tehnology :

Reduces the financial burden of maintaining vehicle and  maximise its value upon re-sale because of the sensor will lead to a major decrease in minor damage collision.

Increased confidence when parking because small tight space is no longer in corcern with this technology. Even to find a place for park is not a problem because its infrom the driver if it found any space for parking.

Poor rear visibility is no longer a major concern when reversing and provides great assistance to less mobile drivers because of its touch screen navigator.

Recognised as a standard safety driving aid .

A Car Parking Sensor technology is built in such a way that works in all conditions.

Total rear protection.

Automatic activation of the parking sensor upon selection of reverse gear.

Its totally unique.


The Auto car parking system was first shown on the detroit fair last year when ford came with their new car called Ford Taurus. Before the model was shown the R&D of Ford was working for more then five years to develop this technology. Even after that they have a simmulation and customer research riview on the product. They are giving the product in a more cost effective way then its compititors ensuring the best quality. They value their customer and they value the money customer spend on their product. So they also have a cost benifit analysis that is the new tehnology is worth more then they change or not.

Value chain Model by ford


To develop the technology Ford management have gone through a number of process which can be described by the following diagram :

In case of basic research model they identified the number of factor to develop the new technology called auto car parking and what difference it creates. Through their R&D department they have extensive research to develop the model from 2006 and they invent the new technology in 2009 in their new car system called Lincoln MKS sedan. They first give a trail in the Detroit auto show and make the feasibility analysis from expert’s opinion. And new system is going through production and is in the market at the middle of June 2010.

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The new system have bring lots of non price technological advancement which satisfied the customer at a great extent. This technology make the human life easier and risk free. In case of automobile industry people are looking more for the product which satisfy their desire. Ford always value their customer and they do differentiated marketing stategy with their wide range of product. The new technology is much more cost efficient compreing with the the compititors product. Some of the non price factors created by fords are :

Environmental friendly

Drivers and cars safety.

Frequent change in the model with upgraded technology.

Better customer service bith pre sale and post sale

Advancement desighn through continuing new technology.


Ford R&D always believes in continual technology development. Their recent technology of auto parking system was highly accredited by the customer and professional. They are now looking for inventing a car which doesn’t required any driver. According to their MD Mr. Mullay declare that they are trying to made car for future where people will sit relax in their car and the car runs itself.

Improving Quality with Virtual Technology


We’re committed to improving the vehicle manufacturing process in ways that provide real benefits, including reducing injuries, improving quality and bringing vehicles to market more quickly.

Virtual Technology Improves Vehicle Manufacturing Process

By using virtual ergonomics technology, we’ve redesigned manufacturing jobs to be less physically stressful on workers, which has helped reduce injuries, improve vehicle quality and lower production costs.

Reducing Repetitive Motions

Virtual ergonomics combines advanced motion-capture technology with human modeling software to help our engineers analyze and redesign assembly line actions.

Our virtual ergonomics process follows these steps to improve the vehicle manufacturing process:

A computer-generated virtual assembly line workstation is created.

In the virtual assembly line workstation, an engineer outfitted with special sensors performs an assembly line operation while sophisticated cameras capture the movements.

The captured movements are loaded into a computer where modeling software identifies and predicts the impact of long-term repetitive motions.

As repetitive motions are identified, changes to the assembly line actions can be made to reduce injuries, reduce manufacturing costs and improve quality.

Committed to Virtual Tools

We’ve been using virtual tools to improve ergonomics since 2000 and we’re currently collaborating with the University of Michigan on a consortium to further develop human modeling and predict motion.

* The GQRS study, conducted for Ford by RDA Group, asks customers of all major makes and models to comment on vehicle trouble and rate their overall satisfaction with their three-month-old vehicles.


The best ways to avoid resistance to change are, oddly enough, also the best ways to assure that people are motivated to support the change effort. Involving people from the beginning, clearly explaining the reasons for the change, having a clear strategy, direction, and vision, and respecting the viewpoints of other people are all parts of the process. Using strategic measurement can also be a way of building support.

Starting out with a problem, and working with other people to come up with a solution, can be far more effective than proposing a specific solution and trying to rationalize it. The quality movement has refined many problem-solving techniques which can be used. Often, cross-functional and multi-level teams (to cross both functional and level-of-management boundaries) are used to both solve problems and implement solutions, with minimal involvement by top management. This brings more involvement and dramatically cuts resistance to change, while magically giving top managers more free time.

Technology and people

Nearly all of the issues in change efforts revolve around people. You can change technologies, but unless people support the new systems, problems are bound to crop up. It is much less expensive to anticipate and work with the social issues than to blindly throw money into systems, then clean up the mess afterwards.

There are many documented cases where companies tried to install new technologies or systems of working without considering the impact on social systems (the way people work and interact with each other), or without giving thought to how the people who actually do the work feel about the changes. The result is usually an expensive failure, with employee reactions ranging from simple misunderstandings (resulting in lost productivity or damage) to outright sabotage and organized labour actions. Because of this, the best way to bring about change is to first gain the support of the people who will be affected by it, and the people whose support you need to implement it. No matter how good a change seems on paper, if nobody will support it, it’s probably not a good idea.


The company has made significant progress on each of those fronts. Consumer Reports last month recommended 70 per cent of Ford’s vehicles, for example, vs. 17 per cent of GM’s and none of Chrysler’s. Ford’s cars have significantly improved in reliability and the company has an aggressive commitment not just to hybrids, but also to plug-in electric cars and to equalling or exceeding its competitors in fuel efficiency in all classes.

In the midst of a perfect storm, Mulally has created a culture in which his team is working together closely to create a new kind of company. When the economic clouds finally do part, these executives have a shared conviction that they’ll emerge, along with Toyota and Volkswagen, as one of the three truly global automobile companies.

I’m not about to bet against them. I haven’t owned an American car in 20 years, but after a day hanging around Mulally and his team, I’m intending to buy a high-mileage electric Ford as my next one.

It was in the middle of the 1990’s that such an automated parking system really began to be worked on earnestly by several car producers and engineers from all over the world and now it has reached a stage where there are a number of high models of cars from the best firms that offer such a car parking equipment of their cars to make the driving experience of their prospects a whole lot easier and enjoyable.

There are some completed calculations in fact that the engineers needed to make so as to get the cars to use the automated parking equipment in order that they could get the car to park exactly where the driver wished by judging the present state of affairs as far as the parking area and the traffic was concerned as well.

So automated parking system is definitely a feature in a car that you would wish to have, to ease your driving and parking troubles and also so that you could be sure that collisions and accidents will be minimized as far as possible. Nevertheless since it is parking equipment that is still on the rise it is until now part of the more expensive cars.


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