Case | HBS Case Collection | April 2014

Ford Motor Company: Blueprint for Mobility

by Karim R. Lakhani, Marco Iansiti and Noah Fisher

Abstract

Mark Fields, Ford Motor Company's COO, had to ensure the company's current business model of building cars and trucks remained strong, while concurrently navigating the company into the rapidly expanding industry of personal mobility. Personal mobility required new technologies and business models that were untraditional at Ford, and Fields had to evaluate the traditional business model colliding with the new business model.
To direct these new technologies and business models, Ford released its "Blueprint for Mobility," which established near-, mid- and long-term goals to make mobility accessible and affordable to all.
The case focuses on the launch of three mobility experiments (car sharing, parking, and on-demand ride sharing), and asks students to determine how Fields should balance these types of experiments with the company's traditional operations. Further, was Ford doing enough in the mobility space, and if so, was it moving fast enough? What new sources of revenue could Ford derive from mobility solutions?

Keywords: Automobiles; Automobile Manufacturing; Ford Motor Company; Mark Fields; Blueprint for Mobility; Dearborn; Michigan; Car Sharing; Parking; On-demand Ride Sharing; Strategy; Business Model; Auto Industry; Michigan; United States;

Citation:

Lakhani, Karim R., Marco Iansiti, and Noah Fisher. "Ford Motor Company: Blueprint for Mobility." Harvard Business School Case 614-018, April 2014.