With the Mustang Mach-E, Ford has taken care to deliver on consumer’s rising expectations of what a performance-level electric vehicle should be. This level of attention to detail meant that every part of the experience had to be well considered, including the humble charging plug. For its Mach-E charger, Ford recruited the design team at Product Insight to help develop a solution that would be comfortable, secure, robust and unmistakably a Mustang.
Though relatively small and simple compared to the scale and complexity of the entire car, the charger plays an out-sized role in the experience of using an electric vehicle. The charger handle itself presents a unique design challenge, as it is both a functional hand-held tool and an extension of the car. The ergonomic grip shape was designed to feel secure when either pushing (plugging) or pulling (unplugging), with subtle forms and soft-touch areas providing a natural home for the hand. The Mustang Mach-E charger incorporates wrapping creases, chevron shapes and flowing, muscular forms – elements of the overall Mustang design language – to link the charger visually to the car.
Transitioning to electric transportation is a critical step in reducing society’s carbon footprint and avoiding the worst effects of climate change. Ford Motor Company and Product Insight share a belief in the importance of design and user experience in encouraging EV adoption.