MyFord Touch system in the 2014 Ford Fiesta - image: Ford Motor CompanyEnlarge Photo
In the old days, buying a base model generally meant compromising on the features you really wanted, since automakers really offered the “good stuff” in gateway vehicles. Take Ford’s popular Fiesta
, for example: it offers stripped-down Sync and navigation systems, but buyers wanting the MyFord Touch infotainment system were out of luck.
Until now, that is. Beginning with the 2014 model year
, Ford will offer a complete version of Sync with MyFord Touch
in the Fiesta, displayed on a 6.5-inch LCD touch screen. As if that weren’t news enough, Ford has made some significant improvements to its voice command and navigation systems.
Want to hear the blues? You can now say, “play blues,” instead of having to remember “play genre blues.” Want to hear “After Midnight?” You simply need to say “play After Midnight,” instead of “play song After Midnight.”
Want to change a radio station? Now it’s as easy as saying, “FM 101” or “Classic Rewind,” instead of having to remember “radio FM 101” or “Sirius Classic Rewind.” Ford says that voice recognition accuracy has been improved, too, which should help alleviate the frustration often experienced when learning new voice recognition systems.
Bluetooth phone pairing is now accomplished with a single acknowledgement, assuming that the PINs on the phone and car match, and the navigation system’s destination entry screen has been simplified to speed up address entry.
Of the changes, Ford’s cross-vehicle marketing manager, Michelle Moody, said, “MyFord Touch is appealing to customers, as it consistently ranks among the top 10 purchase considerations with new owners. We’re excited to bring it to the small car segment, where it will really help Fiesta stand out from the crowd.”
If experience in other segments is any indication, Moody is right on the money. Some 65-percent of those shopping for a new vehicle say that Sync plays a role in their decision, while the take rate for MyFord Touch has consistently exceeded Ford’s projections.
Adding the system to an entry-level vehicle gives Ford another way to stand out amongst the subcompact herd, and gives buyers the tech they want at a price they can afford. We’d call that a win-win situation.