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Ford Rouge Factory Tour – Manufacturing Innovation

The original Ford Rouge Factory, which opened in 1917, inspired not only industrialists around the globe but such dreamers and artists as Mahatma Gandhi and Diego Rivera. Eight decades later, what had once been a foremost symbol of human ingenuity and enterprise had devolved into an environmental disaster. Rather than abandon the Rouge, Ford once again proved itself a global leader in innovation, and transformed the factory into an exemplar of sustainable design and 21st Century manufacturing. Ford decided to describe that transformation in a new world-class visitor experience, and engaged BRC to craft a story of reinvention that engages visitors in the company’s rich legacy of automotive innovation, leadership, and sustainability, as well as Ford’s compelling vision for the future. Awarded the world’s first Gold LEED designation for an attraction, the Ford Rouge Factory Tour (FRFT) has drawn millions of visitors since it opened in 2004.

Ford has yet again completely transformed the Rouge Factory to manufacture the groundbreaking new 2015 F-150, and turned to BRC to communicate this latest chapter of the company’s ongoing story. BRC worked hand-in-hand with the designers, engineers, assembly-line employees, researchers, marketing specialists, educators, historians, and curators of the Ford Motor Company and The Henry Ford to create “Manufacturing Innovation.” This spectacular new theatrical experience immerses the audience in the cutting-edge innovation and production of the game-changing aluminum-based F-150. Surrounded by 360-degrees of dazzling imagery, as well as stunning visual and sound effects, visitors meet the people and technologies behind the new truck. Through the magic of 3D form projection mapping, laser effects, and actual moving robots, visitors experience the creation of a new F-150 – from concept to final testing – before their very eyes. “Manufacturing Innovation” is an experience that inspires visitors to join Ford’s important work toward a better future for transportation, and more importantly, for the planet. It highlights the importance of STEAM (Science, Technology, Engineering, the Arts, and Math) in a real-world application, inspiring visitors (especially students) and emphasizing 21st Century design, engineering, and manufacturing skills.



  • 4.5 Star Rating on Trip Advisor and Yelp

  • Attendance increased 17%. 

  • Only American auto tour in the United States. 

  • One of the Top Attractions in the Detroit area.


  • 2016 THEA Award for Outstanding Achievement for a Brand Experience

  • 2015 Event Technology Award for Best AV/Media Brand Experience

  • 2004 THEA Award for Outstanding Achievement

  • 2003 Gold LEED (Leadership in Energy and Environmental Design) Award

  • 2002 Building Team Project Award