Ford at CES: Self-driving cars, disaster relief and company rebranding

Ford will triple its autonomous research fleet, work with the United Nations and begin the transition from car company to technology firm, it announced at the 2016 Consumer Electronics Show in Las Vegas.

The company's major news - that it will expand its current range of self-driving test cars to a fleet of 30 - suggests it is surging ahead with the development of autonomous cars, says Autocar.

Ford was initially expected to reveal a partnership with Google, which would have been beneficial for both parties' self-driving car projects. Instead, the announcement that it will triple its own efforts came with the news it will partner Amazon to develop connected car technologies.

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The company's third-generation SYNC system will be mated to Amazon Echo, a smart assistant able to open garage doors, start the car and evaluate electric range.

It also announced it is working with the UN as part of a competition to develop a system that will launch and intercept search-and-rescue drones from the bed of a Ford F-150 pick-up truck.

Critical reception of Ford's display at CES has focused on the company's willingness to emphasise new directions over traditional car-company tropes.

"Ford doesn't sound much like an automaker these days. It’s here at CES talking a lot about apps," says Wired. "We are very much accelerating our transition from being an auto company to being an auto and a mobility company," chief executive Mark Fields told them.

Ford's new emphasis was backed up by chief technical officer Raj Nair, who told Business Insider: "The vehicle is becoming the largest piece of consumer electronics a person will own."

The announcements come not long after the company announced it will be investing $4.5bn (£3.1bn) into the development of electric cars, as well as reports it is interested in new and more flexible ownership models and Uber-like ride-sharing services.