Partnering with the University of Michigan and the University of Detroit Mercy ( UDM ) , Ford will launch a campus challenge in which students will collaborate with Ford researchers to create and enhance in-car applications and provide valuable insights into the dynamic of current driver trends . University students will be asked to evaluate the technical landscape , identify non-automotive trends , and predict new consumer directions and occurrences to help facilitate the next iteration of SYNC applications . Winning ideas from both programs have future product potential that will advance Ford 's leadership in in-car technology experience .