The Art of Design Strategy: Tracing the Future of Design Innovation

© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2025

G. WongThe Art of Design StrategyDesign Thinkinghttps://doi.org/10.1007/979-8-8688-0552-3_6

6. Design Investment Prioritization and (Re)-allocation

Garkay Wong¹  

(1)

Berkeley, CA, USA

 

For over a century, Ford built its reputation and business around gasoline-guzzling vehicles. However, as global environmental regulations tightened and younger consumer preferences shifted toward sustainable options, Ford faced a critical decision: Should it continue relying on its profitable internal combustion engine (ICE) vehicles or pivot to electric?

This shift required reallocating resources, announcing it would phase out several traditional vehicle lines and channel significant ...