First Drive

Objective

Ford partnered with the National Hospital for Paraplegics in Toledo to address a critical gap in rehabilitation services for spinal cord injury patients. The hospital treated over 250 patients annually but lacked equipment to help them regain driving confidence and skills. The campaign aimed to demonstrate Ford's commitment to inclusive mobility by leveraging its expertise in adaptive vehicle technology and Team Fordzilla's esports capabilities to create a rehabilitation tool.

Solution

First Drive is a virtual racing simulator that merges adaptive driving controls with immersive gaming technology. Developed by Ford Spain, Fundación ONCE, Team Fordzilla, and Hi-Speed Simulators, the simulator allows patients to safely practice driving in a virtual environment while developing muscle memory for adapted vehicle controls. The installation combines the physical demands of accessible car controls with the engaging world of sim-racing, enabling patients to build psychological and physical confidence. The simulator was permanently integrated into the hospital's rehabilitation program and was supplemented with a mobile version housed in a transit van to extend reach beyond the facility.

Results

The simulator helped over 250 patients through the hospital's annual rehabilitation program. The campaign won a Silver Award in the Games category at Clio Health 2025.