The traditional car manufacturer is working to develop in-car connectivity, ride-sharing and autonomous technologies

Not every self-driving car company is a hi-tech unicorn eager to disrupt the status quo. The latest firm to invite journalists to experience its autonomous technology is the epitome of traditional car manufacturing: Ford.

On its sprawling campus in Dearborn, Michigan, the century-old company is trying its hardest to look and act like a new startup. In March, Ford launched a subsidiary called Ford Smart Mobility (FSM) to develop in-car connectivity, ride-sharing and autonomous technologies. FSM is designed to compete like a startup, with the aim of translating Fords decade of work in autonomous systems into real products.

At its first public autonomous vehicle demos, young engineers and entrepreneurs were enthused about reinventing our traffic-clogged cities.

Were rethinking our entire business model, said Mark Fields, Fords CEO. Its no longer about how many vehicles we can sell, its about what services we can provide. We understand that the world has changed from a mindset of owning vehicles to one of owning and sharing them.

That has led to some quirky investments, such as Fords acquisition last week of a San Francisco-based crowdsharing shuttle bus startup called Chariot, and a partnership to provide the city with thousands of human-powered bikes for a ride-sharing scheme.

But while Fords car sales are fairly healthy today, Fields foresees a world transformed by driverless cars, Uber and climate change. You could argue that in major cities, vehicle density will drop because of automated vehicles and congestion charges. Some cities might even outlaw personal use of vehicles.

One of Fords strategies to cope with this is to accelerate its efforts towards a fully autonomous car. Fields now says Ford will have a completely self-driving car, without a steering wheel, an accelerator or pedals, in production by 2021. It will initially be used only for robotic taxi services in restricted urban areas but should be available for consumers to purchase by the middle of the decade.

Fords newfound confidence in self-driving cars comes just as the technologys pioneers are struggling to mature beyond this same gee-whiz enthusiasm. Googles self-driving project, perennially poised to be spun out into a separate company, recently lost key members, while Apple is rumoured to have laid off dozens of engineers and scaled back its ambitious plans to build its own autonomous vehicle.

But other rivals still seem years ahead of Ford. Uber is beginning a driverless taxi pilot in Pittsburgh this week (albeit with a human safety driver), and startup Nutonomy is already offering robotic taxi rides in Singapore. To judge by Mondays demos, on the other hand, Fords self-driving Fusions are still spooked by bushes growing too close to the road and paralyzed with indecision when confronted with pedestrians who may or may not be about to step off the pavement.

Its fleet of development cars, currently just 10 strong, looks thin compared with Googles dozens of cars operating across the US, or the thousands of autopilot-enabled Teslas gathering millions of miles of real-world data monthly. Ford aims to have 30 autonomous Fusions by the end of the year, and about 100 by the end of 2017.

But although Ford may appear to be lagging behind, it has been working quietly behind the scenes. Several self-driving startups, including Uber, Faraday Future and Autonomous Stuff, are already using Ford Fusions (or its near equivalent, the Lincoln MKZ) to develop their own technologies.

Its the absolute best vehicle right now for testing self-driving, says Bobby Hambrick, CEO of Autonomous Stuff, a company developing retro-fit automated driving kits. There are no other carmakers that are so open to work through third parties like us.

Fields also points to the multinationals competencies in building and selling vehicles. Weve been working on autonomous vehicles for over 10 years, he said. And for 100 years, weve built high-volume product with quality and affordability.

Fields finished his keynote address by predicting that autonomous vehicles will have as big an impact on society as Henry Fords moving assembly line did a century ago. He will be hoping that Ford will still be around to celebrate the centenary of the autonomous car.

Read more: www.theguardian.com