As Head of Design, it’s my job to understand the people who drive our vehicles and deliver products they’ll love.

I spend a lot of time talking with our teams, customers, and partners about the products and experiences we create. But there's a difference between hearing about a customer journey and living one yourself.

Inspired by Jim Farley's passion for Gemba, the Japanese concept of "go and see," I grabbed the key to a Dark Horse SC prototype, steered its nose toward California, and put 3,200 miles of pavement behind me.

Starting in Michigan, my route took me through mountain passes and small towns; on desert roads, and through some of the most scenic drives in the country.

I was headed to Laguna Seca to race during Monterey Car Week, which became the perfect opportunity to experience a cross-country road trip as a performance customer.

Seeing the Road Through the Customer’s Windshield

The design process often requires us to physically get in the driver’s seat and see, feel, and experience exactly what the customer does.

My very first cross-country American road trip was an excellent chance to do just that.

The first day across the Midwest was mostly cornfields and wide-open skies. By day two, the landscape had changed completely.

Independence Pass was a huge highlight. The trip wound through Moab, Death Valley, and Yosemite. More than once, I'd see a fun stretch of road disappearing into the distance and just start following it.

There were so many moments while driving that I felt what a customer might feel.

For example, I got mildly annoyed by every large vehicle I got stuck behind. I was here for the views, which kept getting blocked! I became more aware of the fit and finish of every component inside the vehicle.

The fabric wasn’t just something I felt a handful of times in a design review. It was my companion for 3,200 miles.

Every sensation, sound, and sight within the vehicle mattered. I walked away with a list of things to think about when I returned to Michigan.

Taking Performance to the People

The open road was incredible, but some of the most valuable moments of this Gemba happened when I pulled off the highway to visit Ford dealerships, including two Phil Long Ford locations in Colorado and Team Ford in Las Vegas.

In one case, an unplanned dealership stop became one of the most memorable visits of the trip.

I walked in, introduced myself, and mentioned there was a Dark Horse SC outside if anyone wanted to take a look. Within minutes, people from sales, service, and other parts of the dealership swarmed the car like bees to honey.

The conversations quickly moved beyond the vehicle. Dealers spend every day hearing what excites customers, what they aspire to own, and what keeps them loyal to the brand.

If there’s one thing I took away from that conversation, it’s that enthusiast customers aren't just buying specifications. They're buying into an attitude, an image, and a connection to Ford Racing.

Team Ford in Las Vegas was equally memorable. Dealer Principal Steve Olliges and the team welcomed me, detailed the car, and spent hours talking products, ideas, and customer feedback. A few days after I left, Steve called to thank me for stopping by. That meant a lot.

It also reminded me of the importance of our dealer relationships. They have built trust with their communities over decades; that direct connection gives them unique insight into what people value and want from future products.

That relationship is one of Ford's great advantages, and it's critical to helping us create vehicles that resonate.

Turning Heads

Dealers weren’t the only ones excited to see a Dark Horse SC.

At gas stations, people walked over with questions. On the highway, drivers pulled alongside for a closer look, offering a wave or a thumbs-up.

One of my favorite moments was getting an enthusiastic thumbs-up from a Corvette driver. Another happened in Kansas, where a young woman driving a competing performance vehicle got me to roll down the window so she could ask about the car.

I expected enthusiasm. What I didn't expect was how broad it was.

Some people knew exactly what they were looking at. Others were simply curious. Nearly every stop brought a new conversation and perspective.

It was a reminder that people can tell when a product has been created with passion, care, and purpose.

By the time I arrived at Laguna Seca, I had hundreds of photos, dashboard time-lapse videos, voice notes, and far more feedback than I could have gathered from a conference room alone.

The trip gave me a deeper appreciation for our customers, our dealers, their ideas for future products and features, and the role these vehicles play in people's lives.

If there's one thing I'd encourage others to take from this experience, it's to do a Gemba of your own. It doesn't have to involve a cross-country road trip. It simply means stepping outside your routine and experiencing our products, services, and customers firsthand.

Some of the best insights come when we spend time where our products and experiences come to life, whether that's visiting a dealership, talking with customers, or observing how people interact with something we've created.

The goal isn't to validate what we already believe. It's to discover something new.

Every time we do that, we become designers ourselves, stepping into our customers’ lives and creating products that will make them feel seen, understood, and delighted.

Todd Willing is Head of Design at Ford Motor Company.