The ‘Embark’ concept, which was developed by Calum Gambrill, a Product and Industrial Design student from Ravensbourne University, scooped the Ford Design Award, part of the New Designers 2021 Awards – the largest design graduate show in the UK.

Usha Raghavachari, lab director, D-Ford, said: “The real human rights insights identified by Calum made his entry a standout for us, as Embark embraces human-centred design.

Embark is envisioned as an accessible and inclusive taxi service, utilising a dedicated app and a fleet of electric self-driving vehicles. The user hails the vehicle with the app, then enters via a side door ramp.

The onboard Wi-Fi enables passengers to access the internet and listen to music during the journey. The vehicle would also be connected with other autonomous vehicles to calculate the most efficient routes and find available parking. Payment would be per kilometre or through a monthly subscription service.
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