Access to cutting-edge technology is becoming an increasingly important aspect of many consumers’ lives. This trend has not been lost on the Automotive industry, where car manufacturers have been rapidly introducing new technologies to attract consumers to dealerships and win their business. While much of this new technology is exciting, studies on the increased potential for driver distraction, as well as the cost to repair or maintain increasingly sophisticated equipment over the long-term, warrant careful consideration for consumers evaluating their next vehicle purchase.
For this study, our goal was to cut through the hype and help consumers understand and evaluate the vehicle technology that is currently available to them. We reviewed three popular types of onboard technology: navigation, telematics/communications, and “infotainment” systems (we decided against an evaluation of sound systems, since radios have been included in cars since the 1930’s!). For this 2011 review, we evaluated publicly available manufacturer data, specifications, and marketing materials. We first focused our attention specifically on brands that have made a clear effort to provide consumers with advanced capabilities and functionality – often via systems packaged together under new sub-brands such as SYNCH or MMI. We then compared each brand side-by-side, making special note of uncommon, unique, or especially robust functionality. Lastly, we ranked the brands within our typical IntelliChoice brand groupings, making a distinction between luxury “Premium” brands and mainstream “Popular” brands. The end result is a stand-out brand and three runner-ups in each category.
It is important to note that we evaluated the capabilities of the systems, not the ultimate usability of them. We strongly recommend that since most consumers will test drive a car before buying it, you should also test drive the major technology features of the car too.
In recent years, the availability of in-vehicle technology has exploded, while also becoming more affordable over time. These sophisticated systems have created an interesting issue for buyers, and for manufacturers by extension - usability. Though most new vehicles are equipped with modern electronic conveniences, their manufacturers continue to field a significant number of complaints about usability. The feedback is often that there are too many complex features rather than not enough.
The reality is that there is usually a learning curve required with any new technology. Recall your first experiences with VCRs, DVRs, computers, cell phones, and the multitude of other gadgets that have become entrenched in our daily lives over the last few decades. Rest assured, in-vehicle technologies are no different. They will rapidly evolve as manufacturers try to strike a balance between the most current technology and simple, safe, and easy-to-use interfaces so as to be accepted by the masses.
As with most technology, the price tag of navigation systems have come down over time, while accuracy and amenities gone up, but they can still run several thousand dollars and are usually the most expensive technology addition available. The average cost of a navigation system is currently at about $2,000 as a stand-alone option, but you will frequently see them packaged with other tech options that you may or may not consider important.
Below, we’ve listed our top picks in the Premium and Popular categories, as well as the runner-ups. For each, we have provided an overview of technology made available to consumers via standard features and the full range of options. Both of our winning manufacturers set high standards for navigation, social media and personal infotainment features across a wide range of their models, and stand above their peers in terms of both cutting edge technology options and usability.
Best in Class, Premium Brand: Audi
Audi has recently launched three new vehicles: the A6, A7, and A8. All represent the brand’s commitment to provide groundbreaking technologies through the MMI® or MMI ® Navigation Plus systems. MMI stands for Multimedia Interface (an integrated interface for audio, navigation and telephone functionality) and is designed expressly for “minimizing distraction and enhancing convenience” of the user. The next-generation system is now being branded “Audi connect”, and will soon be available across most of Audi’s product line. The Audi connect navigation system integrates content from Google Earth™ to improve vehicle location and provide more accurate traffic information and route planning. Real-time weather, travel and news can also be accessed. New Audi vehicles also serve as an integrated WLAN (Wireless Local Area Network) for up to eight mobile devices. The system’s 8-inch touch screen, which is capable of recognizing handwriting in lieu of voice commands if preferred, can be hidden from view or rise up to the driver’s sightline as needed. Other essential data elements for navigation, and entertainment, and telephone are also conveniently available via the display located within the gauge cluster. We consider Audi’s MMI/connect system to be not only packed with useful technology but also among the most intuitive to use of all in-car technology systems.
Honorable Mention, Premium Brand: Lincoln
As Ford’s premium brand, Lincoln benefits from all the same technological advances as Ford, delivered with an upscale flair. Based on Ford’s SYNC® platform, MyLincoln Touch™ offers HD Radio™ as an integrated infotainment option, and an industry-first ability to tag iTunes® songs through the built-in HD Radio™ receiver for later purchase. These songs are stored and then transferred to your iPod® when it’s connected. The GPS based navigation system features 3D mapping capability with guided turn-by-turn directions and provides updates on weather, traffic, gas prices, movie listings and more through Sirius Travel Link. Lincoln plans a major update to its system starting with 2013 models but will roll out a software update for existing customers as well, starting in 2012.
Honorable Mention, Premium Brand: Porsche
The latest generation of the Porsche Communication Management System (PCM) is offered on several models, from the entry level Boxster to the luxury Panamera sport sedan. It serves as the main control unit for all audio, navigation, and communications for the vehicles. The touch screen size varies by model and stores dozens of memory preset stations which can also be accessed through standard button controls. The navigation functionality is GPS based and supplemented by a large hard drive that contributes to rapid route calculations for most areas. Maps can be viewed in a 2D display, or “birds-eye” 3D perspective and both can be viewed simultaneously in split-screen mode. Conveniently, the view automatically changes to graphical turn indications when the route exits are being approached. An electronic logbook enables drivers to auto record miles driven, distance and time and is downloadable to a PC through your Bluetooth® device or to USB for evaluation using custom software. The voice recognition system does not require any “training” by the user and responds to simple word-by-word input from any user, returning audible confirmation of the input.
Honorable Mention, Premium Brand: Jaguar
While the more mainstream XF certainly offers the features you would expect of a luxury brand, the new flagship XJ adds some slick technology to the mix. Along with an HD touch screen navigation system, other important data for navigation, phone and audio can be viewed on the 12.3-inch Thin Film Transistor (TFT) virtual instrumentation screen, which renders the traditional instrument cluster obsolete. The interactive voice control system employs a “Say What You See” technology, guiding its user to the correct commands for navigation, audio, climate control, and hands-free communication. When being used, all inputs (and audio prompts) are visible on the virtual instrumentation screen. Jaguar’s Media Hub connects with any number of devices either wirelessly, through Bluetooth® streaming audio, or through the interface screen for all media and audio. The HD touch screen interface also allows full functionality for MP3 or iPod® devices.
Best in Class, Popular Brand: Ford
Ford’s tag line is “Pushing the limits of what a vehicle can do” and they are certainly on their way to doing just that. Their onboard electronics system is branded as SYNC®, and it’s designed to provide basic hands-free communication including turn-by-turn directions, 911-assistance, traffic alerts, audible text messages, music search capabilities, and personalized daily updates. A downloadable update called SYNC® AppLink allows the user to control certain app functionality through their vehicle interface using voice commands. Additional functionality can be obtained via the SYNC® With MyFord Touch™ package which further increases the user’s level of control to operate the HVAC, entertainment, and navigation systems, as well as, vehicle settings, and personalization options. Your smartphone can also be used as a wireless router for internet connectivity. The navigation system itself works with Sirius Satellite Radio for traffic and travel data, as well as bringing live entertainment and socialization services to you by way of Pandora Internet Radio®, Stitcher SmartRadio™, and Orangatame OpenBeak. In our opinion, Ford has set the competitive bar for onboard technology across all Popular brands with the wide variety of options and features available through its SYNC® platform. As with Lincoln, Ford has plans for a significant update to its system starting with 2013 models, but will also make available a software update for existing customers starting in 2012.
Honorable Mention, Popular Brand: Hyundai
Nipping at Ford’s heels is Hyundai. In addition to Bluetooth® connectivity, touch screen navigation system with voice recognition, and real-time traffic and data services through XM satellite radio, Hyundai will begin offering its new BlueLink™ telematics system in some of its 2012 models. BlueLink™ will integrate both safety and convenience services and will be available through one of three service packages – “Assurance”, “Essentials”, and “Guidance”. After a complementary trial period, service packages can be purchased through one, two or three year Agreements. BlueLink is also designed to have certain functions accessible via a companion mobile phone application. BlueLink™ offers everything from “Eco-Coach” (to improve efficient driving and optimize fuel economy), to restaurant ratings, voice text messaging, location sharing, quick tips, remote vehicle start, point of interest navigation, weather and more.
Honorable Mention, Popular Brand: Chevrolet
Fueled by a recent study from OnStar® (a subsidiary of GM) and the Virginia Tech Transportation Institute indicating that voice-based navigation systems are a more efficient and safer alternative to other technology, GM continues to heavily market their telematics connectivity. This is currently available on a wide variety of GM vehicles through the venerable OnStar® service. OnStar® provides driver safety assistance, as well as hands-free calling, turn-by-turn navigation, and eNav™ with Google Maps and Mapquest. With a traditional navigation system also available, GM gives consumers the choice of what works best for them—voice activated or visual directions. Chevrolet MyLink will increase infotainment functionality through integration of third party services from Pandora Internet Radio® and Stitcher SmartRadio™ utilizing voice and touchscreen command controls via a Bluetooth® compatible device. Most options available on Chevrolet models can be found in sister brands Buick and GMC as well.
Honorable Mention, Popular Brand: Chrysler
Offering a variety of advanced technologies in the areas of connectivity and infotainment, many Chrysler vehicles now feature Bluetooth® compatibility, streaming audio, Uconnect® Web and SIRIUS Backseat TV™. The decidedly advanced Uconnect® Touch system integrates multimedia features through a large 8.4-inch touchscreen display. Mapping functionality is integrated from the navigation experts at Garmin, while Sirius Travel Link provides drivers with real-time weather and traffic reports, fuel prices, sports and movie theater data. This can all be accessed using voice command technology, steering wheel controls, or through the center stack display. The in-car router receives a 3G internet signal, allowing your car to serve as a Wi-Fi hotspot and works with any Wi-Fi enabled device. Most options available on Chrysler models can be found in sister brands Dodge and Jeep as well.
Conclusion
Each of the brands highlighted in this study are strong candidates for purchase consideration if technology is high on a buyer’s list of personal priorities. Because the list of technology options available in most new models continues to grow rapidly, we recommend that buyers identify the technology features that are most likely to be used regularly, and those that are mere selling points but unlikely to get much attention. We also recommend test driving on board electronics systems by spending a half hour at the dealership going through it step-by-step, not unlike test driving the actual vehicle. Keep in mind that some functionality may require a subscription to a third party provider, and therefore represent an on-going cost that should be considered.
Please note that not all features are available on every vehicle for the brands listed in this study, so buyers should confirm the available technology on the specific model and trim line being researched.
For more detailed information on vehicle features, and their benefits or potential drawbacks, see our articles on “Popular Options: Navigation Systems” and “Popular Options: Infotainment/Entertainment Systems”.
