Bill Ford, the great grandson of Henry Ford is to speak at the upcoming Web Summit in Dublin.
One of the topics he will discuss is the need for more collaboration between the automotive and tech industries in an effort to improve urban mobility.
The summit will take place tomorrow and is one of the world's leading technology gatherings. Ford will be interviewed on the centre stage by Bloomberg News broadcast Caroline Hyde at 2pm.
Ahead of the summit, Ford has met with developers who are participating in a 24-hour app-design challenge which began today at 9am.
The SYNC AppLink Developer Challenge invites programmers to compete for a chance at winning £55,000 prize money and the opportunity to develop new apps with Ford.
On Wednesday at 14:50, executive director at Ford Connected Vehicle and Services Don Butler will deliver a speech entitled: "Car Connectivity: How Software is Changing the Driving Experience."
Ford will also demonstrate some of its latest technology projects on its stand at the summit.