Automakers preparing cars for the '08 model year have
turned to technology to stay competitive. Bluetooth connections for hands-free
phone operation, navigation, and support for digital music devices will be
available as standard or optional equipment on the majority of '08
models.
A survey of 100 upcoming 2008 models shows nearly 70% of the
models for sale in North America will offer a voice-activated Bluetooth
interface for hands-free phone operation. "Hands-free phone operation with voice
recognition is becoming a must have in all segments of the auto industry," says
Phil Magney, co-founder and principal analyst at Telematics Research Group
(TRG).
But the technology does not stop there. Navigation systems
continue to gain in popularity. About 80% of announced MY08 models offer
navigation as standard or optional equipment. "This is driven largely by the
increasing popularity of portable navigation," states Magney. "OEMs are
responding with feature-rich infotainment solutions that support navigation,
camera park assist, Bluetooth hands-free, digital radio, real-time traffic, and
music server capability."
Connectivity Becomes Vital:
"Connectivity
with portable music players is becoming another must have technology," says
Magney. According to TRG's Technology Availability Index, direct to iPod,
auxiliary input and flash memory interfaces are on most new models with 50% and
90% availability, respectively. Meanwhile, USB will be offered on nearly 20% of
new models, up sharply from the handful of models supporting it for
MY07.
Safety Sells:
On the safety front, Park Assistance Systems are
going mass market, according to TRG data. Nearly 60% of MY08 cars will offer
ultrasonic park assist as standard or optional equipment while camera-based park
assist (using the navigation screen) will be available on 30% of MY08 vehicles.
Blind Spot Detection, still in the early phases of deployment, is nevertheless
offered on 4% of announced MY08 cars. "The cost benefit for safety technologies
using sensor technologies is overwhelmingly favorable," says Magney, who
predicts both technologies will be as common as side curtain airbags in a few
years.
Most Technology Packed Vehicle:
According to TRG's
Technology Availability Index, the 2008 BMW 5-Series is the most technologically
advanced vehicle in world, edging out the Lexus LS-460, the leader for the '07
model year. Chief among its high-tech features are Active Cruise Control with
stop-and-go function, camera-based Lane Departure Warning (LDW), Night Vision
and Head Up Display (HUD).
"BMW has pioneered many new technologies,"
says TRG's Magney. "They made a bold move with their iDrive controller,
introduced five years ago. Now the iDrive is offered on nearly all BMW models
while competitive luxury brands have followed suit."
The TRG Technology
Availability Index is based on 32 high-tech criteria. The new 5-Series offers 28
of the Technology features as standard or optional equipment.
By
Brandy Schaffels
Contributing Editor
