Ford Gets Sirius With Travel Link

Ford Microsoft SYNC
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Ford is about to weave services from Sirius satellite radio into its vehicles much more tightly with the addition of Travel Link to its Sync system.

The automaker already offers the satellite radio service to its U.S. customers, but soon it will team with Sirius to add a range of new features to its high-tech Sync infotainment system. Among other things, Sync users will be able to access real-time traffic and weather, along with fuel prices, movie timetables and more.

Developed through a joint venture with the software giant Microsoft, Ford unveiled its Sync system early this year to much acclaim. At first glance, the technology is similar to other high-tech vehicle systems, providing such features as Bluetooth, as well as an unusually intuitive voice-control interface.

But there’s a fundamental difference in the Ford/Microsoft approach. At its heart, Sync is a mobile computing system, using a variety of customized applications – or APIs – running on a modified Windows mobile software platform. As a result, its more flexible than most dedicated in-car technology. That’s critical, stressed Jim Buczkowski, the automaker’s Director of Electronic Systems Engineering.

In-car technology has evolved at a relative snail’s pace, noted Buczkowski, compared to the consumer electronics world. But by focusing on software, rather than hardware, Sync can evolve far more quickly, “changing to adjust to what’s happening in the electronic industry.”

The proof of that, he suggested, will come with next summer’s launch of Sirius Travel Link.

The subscription service will provide real-time updates to Sync users showing local traffic conditions, as well as current weather and weather reports. Users will be able to call up a variety of additional information, including movie theater locations and schedules, sports scores, and even the current prices at gas stations along a selected route.

And the list of offerings “will improve over time,” promised Jason Johnson, Ford’s product design engineer.

Ford and Sirius officials acknowledged, during a Travel Link background briefing, that there have been numerous problems with existing, real-time traffic systems, such as offered by Sirius’ prime competitor, XM satellite radio. Sirius hopes to improve the accuracy of its information by expanding the number of data points it collects. On top of information provided by local and regional government monitors, it will tap into a new network of delivery vehicles and other on-road sources. But there’s little doubt that it will take time to provide absolutely reliable reports, conceded Buczkowski and his team.

Real-time traffic has often been referred to as the so-called “killer app,” which would make most motorists want to have in-car navigation. Penetration rates for onboard navigation systems have been low, in part because of the cost, which can top $2000 on some vehicles.

That’s opened the door to aftermarket alternatives, provided by makers like Magellan and Garmin. With portable navi systems falling to as low as $99 this year, retail analysts have declared them the hottest gift of the current Christmas season.

That’s only putting pressure on carmakers like Ford to find ways to justify the added cost of built-in technology.

“To succeed, in the future, we know we have to get competitive,” said Buczkowski. And among other things, “We have to get the price down.” But there are added advantages to having a system, like Sync, “integrate all the technology in the vehicle,” from navigation to in-car audio/video systems.

Like most manufacturers, Ford sees A/V technology as a big differentiator, and like many of its competitors, it is racing to align itself with well-known brand names. In this case, it has signed on with one of the electronic world’s giants. The coming year will also bring the launch of the Sony Audiophile System, which will become available on a wide variety of Ford vehicles. The system will boast a 12-speaker, 390-watt sound system.

For those who measure performance in watts, rather than horsepower, Ford’s ultimate audio package will have its premiere next year. Certified by THX, it will deliver 600 watts through a 12-channel, 16-speaker array. The system’s first application will be on the new Lincoln MKS sedan.