Ford Issues Challenge to Web Designers, Offers $50,000 Prize

Looking to prevent confusion over advertised fuel economy estimates, the Ford Motor Company has announced an open challenge to web developers to create an app that helps drivers monitor their own vehicle’s fuel economy performance. Announced at the 2013 New York International Auto Show, the challenge will award $50,000 to the developer or team that designs the most effective, user friendly app.

"We're looking for the best way for an app developer to aggregate, visualize and define personal fuel economy," says Jim Farley, executive vice president for global marketing, sales and service for Lincoln. “They can develop software or hardware.” By creating a helpful app for drivers, Farley says Ford is looking to help drivers save money and fuel while improving their driving habits, as well as gain a better understanding of the capabilities of their vehicles, relative to EPA estimates. Customers are often confused and overwhelmed by miles per gallon claims, he added, noting that many companies advertise vehicles with “best in class” fuel economy, comparing the idea to a school in which 92 of the 100 students were named “best in class”.

Fuel economy issues have plagued a number of the world’s automakers in recent months, as Hyundai, Kai, Honda, General Motors, and even Ford have been met with lawsuits alleging overly exaggerated miles per gallon claims on their vehicles. Outcomes have varied between brands, with some admitting fault, reaching multimillion dollar settlements. Hyundai and Kai admitted that procedural errors were to blame for their overly optimistic mpg claims, and an unspecified settlement was reached in the several million dollar range to compensate owners who were forced to pay more than advertised on gas.

In the case brought against Ford, a number of owners from across the country have claimed that fuel economy estimates for the C-Max and Fusion hybrid vehicles were grossly overstated, by as many as ten miles per gallon, forcing owners to spend more than expected on gas. In response, Ford has said that they are working closely with the Environmental Protection Agency to see if changes are in fact needed on an industry-wide level. Ford declared its willingness to “further improve the process for generating fuel economy labels,” though they also clarified that hybrid vehicles can have widely varying fuel economy performance, based largely on particular driving habits.

With an application in place to track an individual’s fuel economy figures, Ford believes that it will become clear how bad habits and aggressive driving can negatively affect miles per gallon totals. Using this information, corrective steps can then be taken to help improve driving efficiency. To give developers a helping hand in the process, Ford will offer direct access to onboard data gathered by vehicles, allowing them the ability to design comprehensive systems that deliver usable and accurate information to drivers in real time.

By presenting the call as a contest, complete with a substantial monetary prize, Ford is hopeful that such a system will be soon be created and implemented into their vehicles, giving owners the tools they need to drive safely and efficiently, and preventing the need for further legal action.