On-board tech gets smarter
In 2012, a former Volvo CEO admitted publicly that his company’s cars are “too complicated for the consumer.”
This was a bold statement from the head of a major automaker, but the sentiment was shared by auto insiders and consumers alike. I partially agreed, as did several of my colleagues and customers.
In the race to equip cars with newer technologies, there are pluses and minuses from a motorist perspective. Many car owners appreciate the entertainment, convenience and safety factors of having the latest high-tech gadgets.
But a recent survey by J.D. Power (Driver Interactive Vehicle Experience Report) found that 20 per cent of drivers never used half of the on-board features in their cars. Consumers who were surveyed said the reason they didn’t use all of the features is because they didn’t find them useful.
The most underused high-tech feature? In-vehicle concierge systems, followed by mobile routers, which allows for Wi-Fi access inside a car.
While some on-board technologies are unnecessary, others make driving more enjoyable and safer. It’s hard to argue against innovations such as collision-warning systems, anti-lock brakes, smartphone integration, backup cameras, nextgeneration stability control, overhead DVD players and automated parking assistants.
Automakers appreciate that some consumers find on-board technologies too confusing or unnecessary, and have taken steps to simplify how these products are used. For instance, in-car connectivity has become more seamless and easier to use in recent years, thanks in part to voice command features.
With Ford (the brand I represent), it introduced an updated version of its SYNC dashboard infotainment system in 2014 and another update this year, which allows for vocal control over things such as built-in apps, temperature, music and navigation.
I’ve tried SYNC 3 in several models and it’s a safe, easy and convenient feature to use. Other automakers, including Toyota, Hyundai and General Motors, have also adopted speech recognition technology for their vehicles.
One of the most significant technological improvements in cars in the past decade isn’t even visible within the interior of a car. It’s steel. Today’s advanced, high-strength steels in automobiles are lighter, stronger and more formable in the event of an accident.
Advancements in aluminum, magnesium and carbon fibre have also improved, allowing engineers to design cars that are more aerodynamic, fuel efficient and better at managing an impact.
The criticism aimed at on-board technologies, however, is that it leads to distracted driving, which is entirely valid.
With all of the new gadgets baked into our cars, drivers are more prone to distraction than ever and it’s a major problem.
The Trillium Automobile Dealers Association has long advocated against distracted driving. This month, Ontario introduced stiffer laws for distracted driving — fines can be up to $1,000 and three demerit points.
Where is all this on-board technology headed?
Perhaps driverless cars. Since 90 per cent of road accidents are caused by human error, technologies are gradually replacing the need for any type of driver involvement.
We’re still a decade or so away from that reality on our roads, but it is safe to assume that we are headed in that direction.
For more information about where the auto industry is going — or if you’re looking for new career opportunities — visit carsandjobs.com. This column represents the views of TADA. Email president@tada.ca or visit tada.ca. Doug Sullivan, president of the Trillium Automobile Dealers Association of Ontario, is a new-car dealer in Huntsville, Ont.