Ford Research Gives New Meaning to ‘Rush Hour’

If you want to feel good, forget kissing, football and dancing. Get a sports car.

Ford researchers in Germany say their research finds driving a sports car daily is among the best ways to boost a sense of well-being and emotional fulfillment.

Working with neuroscientists and designers, the automaker brought the research to life with a unique Ford Performance Buzz Car – a customized Focus RS incorporating wearable and artificial-intelligence technology to animate the driver’s emotions in real time across the car’s exterior.

The study measured “buzz moments” – peak thrills that play a vital role in overall wellness – as volunteers cheered on their favorite football team, watched a gripping “Game of Thrones” episode, enjoyed a passionate kiss with a loved one or took an intense salsa dancing class.

Ford Discipline Leader in Physiology Harry Witchel says only the highs of riding a roller coaster ranked higher than the daily buzz of a commute in a sports car.

“A roller coaster may be good for a quick thrill, but it’s not great for getting you to work every day,” Witchel says in a statement. “This study shows how driving a performance car does much more than get you from A to B – it could be a valuable part of your daily well-being routine.”

Study participants who sat behind the wheel of a Ford Focus RS, Focus ST or Mustang experienced an average of 2.1 high-intensity buzz moments during a typical commute.

This compared with an average of three buzz moments while riding a roller coaster, 1.7 while on a shopping trip, 1.5 each watching a “Game of Thrones” episode or a football match and none at all while salsa dancing, fine dining or sharing a passionate kiss.

Ford doesn’t disclose anything about the research subjects who found no buzz moments in kissing.

The automaker worked with Designworks to create the Buzz Car.

From concept, design and installation to software development and programming, the Buzz Car took 1,400 man-hours to create. Each buzz moment experienced by the driver – analyzed using a real-time “emotional AI” system developed by empathic-technology firm Sensum – produces a dazzling animation across almost 200,000 LED lights  integrated into the car.

Researchers at the Ford Research and Innovation Center in Aachen, Germany, are looking into how vehicles can better understand and respond to drivers’ emotions. They are investigating how in-car systems may one day be aware of our emotions – as well as levels of stress, distraction and fatigue – providing prompts and warnings, and even take control of the car in emergency situations.