So-called infotainment systems, which can provide both information and entertainment, have been around in various forms for more than a decade. They encompass a multitude of possible features ranging from satellite radio service to real-time navigation to emergency reporting services such as those pioneered by General Motors’ OnStar. And they are becoming more and more important to customers – sometimes more important even than such basic functional aspects as the powertrain.
The next big thing in infotainment systems, it appears, is Internet connectivity. Ford’s already got it, with MyFordTouch. But Ford got a head start on advanced infotainment a few years ago with its Microsoft-based Sync system.
MyFordTouch has raised the bar. The system permits voice commands for climate control, radio functions, navigation, and phone. There’s also full WiFi capability and a built in browser for use while in “Park”, along with an RSS feed aggregator and text-to-voice reader. And it’s in cars, in Canada, now.
In addition, the manufacturer is doing a good job supporting the new technology. The day I spoke with Lance Fridfinnson (Mid-Town Ford) he’d just said good-bye to a Ford trainer who’d been in the dealership for six hours working with Fridfinnson’s 18 sales and service staff as well as “as many managers as I could get.”
“It takes a bit of getting used to,” said this Winnipeg dealer, “but you can say stuff like ‘I’m hungry’ and it comes up with nearby restaurants.” Ford wants everyone to be up to speed on the MyFordTouch and Fridfinnson argued this was a pretty economical way to do it. “They understand the difficulty of getting people out of the dealership. This way no one was away from the job for more than an hour.”
The emphasis is on simple, safe and smart, according to Fridfinnson. “Our overriding concern is safety. What we tell people is, prepare yourself before you start driving. You have to take responsibility.” Fridfinnson likes the built-in safety features that won’t let the driver access the nav system manually or use the phone directory or the browser until the car has stopped.
Availability gap
Aside from Ford, there’s something of a gap between the hype and the here-and-now. I got all excited when I read about the new Volvo Rear-Seat Entertainment (RSEi-500) system, recognizing Volvo’s time-honoured commitment to safety. But as I explored further, I found that it’s not available at Canadian dealerships, yet. Volvo does have its new front seat Sensus system with built-in navigation including real-time traffic, plus Bluetooth hands-free controls for the mobile phone, park assist camera and DVD player. A key safety feature is that these functions are controlled via the ergonomic steering wheel controls.
A couple of Volvo dealers talked about the impacts of all this advanced technology. Bob Connor, Sales Manager at Carling Motors in Ottawa admits that when he first met the totally interactive system on the S60, it was overwhelming. “I’m an on/off person, but once I got used to it, it was cool.” Connor’s sales team are all over 50, but “when they got into the vehicle and started to fool around with it, they were fine with it.”
Mike Norris, dealer principal at President’s Award winning Volvo Edmonton has a younger sales team. He says he’s lucky that way. “The technology doesn’t intimidate them. And our clients as well are generally tech savvy professionals.” Norris says infotainment systems are definitely driving traffic into the store. Bob Connor agrees. “The ‘me’ generation is now the ‘we’ generation. They’re having kids and they want a safe vehicle. But they are more tech aware than the previous generation.”
In fact, the existing rear seat entertainment system is “crucial to the sale of the vehicle” according to Norris. “These are active families with kids. They travel, they ski, and they want these systems in the back seat. They’re factory-installed and put through extensive safety tests.” Norris has concerns about some aftermarket rear-seat entertainment systems which he says could be dangerous in an accident.
Internet connectivity is coming to Volvo, but it’s literally taking a back seat to the Sensus system. The new rear-seat entertainment system (RSE-i-500) will let back seat passengers surf the Web, check email, listen to music, watch TV and movies and possibly transfer files from one’s personal PC.
More in the pipeline
Other manufacturers have announced sexy new systems but they’re not in Canada, yet. Kia Canada reports its new UVO (your voice)
system will be available in Sportage and Optima models this spring. UVO boasts superior voice activation software. “Powered by Microsoft, UVO provides user-friendly voice and touch-activated experiences for simple management of music files and hands-free mobile phone operation. It’s an open platform that seamlessly integrates with a wide variety of mobile phones, music players and other devices.”
At Eastside Kia in Calgary, new-car sales manager Evan Schindel can’t wait. “We’ve been hearing about the new UVO system, but we don’t have it yet. It will get people talking about Kia for sure. Customers all talk about the Ford Sync so it will be great to have something to compete with that. It’s a new direction for the company and it will help change people’s perception of the brand.”
In mid-February, we learned about Audi’s latest infotainment package dubbed AudiConnect. Certain models can be equipped with an optional UMTS (Universal Mobile Telecommunications System ) module that links them with the online world via a connection to the Google search engine to access specific features. An on-line traffic
app provides precise forecasts about traffic situations on selected routes based on real-time information. Availability information
wasn’t available by press time.
Toyota announced its new Entune system in January. Aimed directly
at Ford, it’s wirelessly upgradable, compatible with several phones and has what is claimed to be “the best voice recognition system.” According to Ian McKeen at Calgary’s Canyon Creek Toyota, Entune should be available on select models later this year.
GM’s Onstar is getting major upgrades, but like Toyota, Audi and Kia, some patience is appropriate. The SuperBowl Cruze commercial featuring voice activated FaceBook updates looked pretty nifty.
The revamped OnStar will let drivers remain connected to Facebook, and enjoy email and voice-activated text messaging. The upgrades were announced in Sept. 2010. With an ear to safety concerns, GM is stressing “responsible connectivity.”
While he wasn’t aware of the upgrades, John Hagar, general manager, (Laird Wheaton GM, Nanaimo, BC) says the existing Onstar is available on all GM models now, and it’s great for hands-free communication. Sales of Onstar are increasing all the time.
Additional delivery time
Additional delivery time is imperative to explain all the features of an infotainment system. Typically a delivery would take an hour-and-a-half but now it’s at least two, says Bob Connor. At Volvo Edmonton, the service department gives a brief refresher course when the new car comes in for its first oil change.
The whole delivery thing has Jeff Tosczak looking at hiring a tech specialist at Great Plains Ford in rural Weyburn, SK. Like many dealers Tosczak is blessed with a sales staff of veterans who have been doing a great job with MyFordTouch. “But it would take some of the pressure off them to have a tech specialist fully trained on the system. It would help both during the sales process and at delivery time.”
Tosczak says his customers are very interested and very aware of the Sync system. “It’s definitely been a learning curve for all of us, especially for those who didn’t grow up with computers.”
A learning curve for everyone, but with the amazing developments in the infotainment pipeline, there’s a lot to look forward to in the next year or two.
