'Spirit of Ford': A Look Into The Future and a Peek Behind the Scenes
21 May 1999
'Spirit of Ford': A Look Into The Future and a Peek Behind the Scenes
DEARBORN, Mich., May 21 -- Rev your engines and accelerate
into the future at "Spirit of Ford," an interactive automotive science and
technology center opening May 29, 1999.
Spirit of Ford will offer guests exciting opportunities to experience the
unique creative process behind automotive design, technology and manufacturing
with hands-on exhibits, a full-motion assembly line simulator ride, and an
action-packed NASCAR pit stop. Other exhibits include a studio of advanced
design techniques, an animated crash test analysis station and the world's
largest hologram of its kind.
"Both children and adults will find Spirit of Ford entertaining and
enlightening," said Spirit of Ford Manager Mary Louise Majewski. "Our behind-
the-scenes experience of auto design and technology is unprecedented and will
help to reinforce our country's love affair with vehicles for another
century."
Spirit of Ford's exhibits were developed by Busch Creative Services/St.
Louis, Missouri; Peckham, Guyton, Albers & Viets, Inc./St. Louis, Missouri;
Science North/Sudbury, Canada and PPI/Portland, Oregon with input from Ford's
top designers, engineers and manufacturing experts. Automotive science and
technology exhibits focus on design, testing, safety, environment,
manufacturing and racing.
Here is a glimpse at what guests will experience:
The Gallery: The 11,000-square-foot oval Spirit of Ford entrance features
a variety of new products, concept cars and traveling exhibits surrounded by
one of the world's largest video walls. This 60- by 8-foot wall projects a
high-energy montage of images from the world of Ford.
Design Studio: In this "high-security" zone, a full-size animatronic
teenage crash test dummy named SIDney presents a multi-media exploration of
automotive design. This theater showcases the fascinating design process,
from the gathering of information to the creation and visualization of the
production vehicle with the use of everyday objects, models and a video of the
real-life experience of the (my) Mercury design team.
Design Your Own Car Kiosks: Eight kiosks loaded with digital computer
graphics let guests design their own cars. Choices include body features,
colors, and textures. Once completed, a camera will photograph the creator
with their car and print the image for purchase in the Spirit of Ford gift
store or e-mail it to a designated internet address.
Advanced Technology Lab: A variety of interactive exhibits lets guests
explore and experience materials testing, recycling, night vision, voice
activation, advanced restraint systems, anti-lock brake systems, reverse
sensing, crash test analysis and fuel cell technologies. For example, in
the Pit Stop Challenge, guests 18 and older race the clock as they work on a
real Robert Yates NASCAR vehicle. The winners make the most of their skills,
timing and teamwork. Another exhibit, Listen Fast, gives guests the audio
experience of life in the fast lane using binaural sound. Guests listen to
the action as if they were the pit crew chief in the heat of a race.
Turbo Tour: Hold on to your seats! This full-motion simulator lets
guests get carried away with the sensations of the assembly line. Become the
vehicle being built with sparks flying and the sounds and smells of
manufacturing surrounds you. Complete the experience with a hair-raising lap
on the test track.
Spirit of Ford Theater: Around the world people have a driving passion
for cars. What do cars mean to people? What do they want in their cars?
What does Ford mean to them? And what is the "spirit" in the Spirit of Ford?
The six-minute video is about consumer focus; it is as much about consumers as
it is about Ford. It reveals how consumers think, what they want, who they
are.
Spirit of Ford Theater delivers the message that Ford listens, hears and
responds to you, the consumer.
Spirit of Ford is located in Dearborn, Mich., across from the Henry Ford
Museum & Greenfield Village, and near to the Automotive Hall of Fame. The
synergy of these four attractions presents a unique experience for people of
all ages.
The opening of Spirit of Ford marks the beginning of Ford Motor Company's
celebration of its June 17, 2003 centennial.