LAS VEGAS – Once considered the equivalent of supermodels – only around to have things draped over their curvaceous bodies – automobiles have now become a central “product” in the consumer electronics space.
This was evident at this year’s Consumer Electronics Show as automobiles seemed to populate an increasing number of booths. More importantly, a number of automobile manufacturers were also in attendance showing the growing influence high technology has on that space. Most prominent at this year’s event was Ford, which decorated the Las Vegas Convention Center in the décor of a car lot as new models were dropped all over the convention center. Fortunately they were not accompanied by car salesmen.
Ford’s push into the tech space was highlighted by its announcement that it would expand its presence in Silicon Valley that followed claims by company executives that the company is now a technology firm. Ford has aggressively pushed new technology into its products, beginning with its Sync product that used Bluetooth technology to integrate MP3 players and mobile devices, and more recently with its MyFord Touch offering that looks to integrate interaction with multiple technologies into a single interface.
At the event, Ford announced that it has sold four million vehicles with its Sync system, with nine million more expected to be sold by 2015. One way the automotive maker has been able to put that many products out in the market is that it has included the upscale feature in most of its products, including economical models. Further building on its Sync platform, Ford also expanded its Destinations offering that now allows users to send navigation destinations from their smartphone to their in-car Sync service.
This move to integrating technology into automobiles is not Ford’s alone, and according to a recent study from Accenture, something that consumers are increasingly asking for.
“In-vehicle infotainment systems are quickly becoming part of mass-market car-buying as the latest IVI technologies inside today’s connected vehicle are increasingly as much a determinant of sales as design, fuel efficiency and performance, “said Marcello Tamietti, managing director of Accenture’s Connected Vehicle group, following a recent report from the company. “As consumer desire for IVI capabilities grows, it will be important for automotive manufacturers to seek partnerships that can offer a sustained, seamless IVI experience.”
While consumers are demanding increased entertainment options inside of their automobiles, they are also looking for interactions that are easy to learn. Ford was recently stung in initially quality reports stating that its MyFord Touch system was difficult to decipher and use.
Ford acknowledged that there have been some challenges, even going so far as to having a specific section of its CES floor booth dedicated to its recent MyFord Touch software update program.
Of course, Ford was not the only automotive presence at the show as General Motor’s OnStar division had a booth right next door as did Kia. CEA also managed to get Daimler AG (Mercedes-Benz) CEO Dieter Zetsche to speak in one of its keynote slots. It should also be noted that Ford CEO Alan Mulally also was a member of a keynote panel, while Ford Executive Chairman Bill Ford is schedule to speak at next month’s Mobile World Congress event in Barcelona, Spain.
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