Ford, Microsoft Introduce Sync for Tech-Savvy Consumers

"With Sync, you can travel with your Zune or iPod and access its features using the vehicle's controls, and the full capability of your Bluetooth cell phone will be just a voice command away," said Mark Fields, Ford executive vice president, to media members gathered at Cobo Hall.

Developed with Microsoft, Sync allows consumers to bring nearly any mobile phone or digital media player in their vehicles and operate them by voice command or by using the steering wheel or radio controls.


Sync Features

Voice-activated, hands-free calling
Uninterrupted connections
Audible text messages
Advanced calling features
Voice-activated music
Instant voice recognition
Ring tone support
Automatic phonebook transfer
Multilingual intelligence
"Another key thing about this software is that it is upgradeable, so as new phones or music players come along, we'll be able to improve the car to be able to connect up to those as well," said Bill Gates, Microsoft chairman, who addressed the media from Las Vegas via a live video link.
Fields later joined Gates in Las Vegas where they introduced Sync at the Consumer Electronics Show.

The new technology is expected to be particularly attractive to Generation Y - a U.S. demographic group that includes approximately 57 million people born between 1981 and 1995. These consumers represent the first group of car buyers to grow up online. According to Ford, Gen Ys stay connected to friends and music, even while on the go.

That's why the automaker will include the new 2008 Ford Focus among the first group of vehicles to offer the technology. Gen Ys are among the small car's consumer base.

Sync will also debut later this year on the 2008 Ford Fusion, Five Hundred, Edge, Freestyle, Explorer and Sport Trac, Mercury Milan, Montego and Mountaineer, and on the Lincoln MKX and MKZ. The technology, exclusive to Ford Motor Company through 2008, will be expanded to all Ford, Lincoln and Mercury vehicles in the near future.

Jim Mateja, automotive editor for the Chicago Tribune, says that Sync could be a key purchase motivator -- all other things being equal.

"You've gotta have that one thing or a couple of things that the other (competitor) doesn't have to attract (customers) to your nameplate instead of somebody else's. And Sync is one of those kinds of features," Mateja said. "But you've gotta be attracted to the car first and to the feature second."

"Consumers want it, so it's up to them as to whether it fits their particular strategy," said Sarah Webster, Detroit Free Press business writer.

Although pricing has yet to be announced for the new optional feature, Ford Marketing Strategy manager Kevin Keling says early consumer research to Sync's anticipated price point has been extremely positive.

"Consumers said, 'at that price, I've got to have it.' "

For more information on Sync, visit www.SyncMyRide.com.

Ford Motor Company's in-vehicle connectivity also includes the FordLink mobile-office package on 2007 Ford F-150 and Super Duty models. Available as a dealer-installed accessory, the foundation of the system consists of a portable, tablet-style computer from Azentek that runs Microsoft Windows XP. Internet access is available through a wireless broadband connection. Other features include GPS navigation with audio prompts, USB 2.0 ports for various computer accessories and a printer connection.

Credits: nikolaiski