The Society of Automotive Engineer’s (SAE) initial sole sponsorship of the first co-hosted (Ford and Microsoft) Convergence 2010 conference reflected abundant changes in the automotive industry. Held last Oct. 19-20 in Detroit, Mich., the conference promoted a theme of “partnerships driving smart mobility,” and it was certainly evident among the many panels and presentations. Some would say that partnerships in and of themselves are quite a change for the auto industry.

Other “changes” preceding Convergence that rattled the industry included two of Detroit’s carmakers plus several of their suppliers recovering from bankruptcy, and Toyota reeling from an incredibly long period of quality issues. Nonetheless, at Convergence, talk of change surrounded technology.

As Thilo Koslowski, vice president of the Automotive and Vehicle ICT Industry Advisory Service, Gartner Inc., noted, “Ultimately, we are talking about a new era for the automotive industry. This is really the time where automotive differentiation has to expand into service, software, and application solutions. This isn’t just about horsepower anymore.”

Coping With Change

With extensive changes come significant challenges. Examples range from drivers keeping up with and adapting to new technology, to drivers coping with technology and avoiding distraction, to software hacking.

In the first case, the human machine interface (HMI) seems to be constantly changing and improving, as carmakers focus on feedback from a broad range of actual buyers rather than limited samples from focus groups. In addition to joysticks, thumb-wheels, buttons, switches, and visual display cues, voice control is emerging as one of the alternate methods for driver interaction with certain vehicle systems, especially infotainment and comfort controls.

 “Most consumers today do not understand how to use some of these technologies,” said Gartner’s Koslowski. Gartner conducted a survey to determine customer preferences for the HMI. ”The second highest category that consumers are interested in, in terms of interacting with services, is voice,” he added.

Driver distraction continues to be a critical design consideration due to increased driver interaction with digital technology. Distraction is inherently tied to the HMI. Ignoring the trend of customers using their own portable products in the vehicle isn’t an option—they will use them anyway. With the right design approaches, carmakers can reduce the distraction and satisfy customers’ desires to use infotainment products in the vehicle while driving.

The last of the three challenges seems to be the least discussed in automotive context. However, computer and network security, including protection from hackers and malicious software, are high priorities in organizations of all sizes. To avoid problems in its products, Ford is working closely with its information technology (IT) department for ways to protect vehicles. So, beyond that, what else is changing?

Changing Customer Perceptions

What is a carmaker’s brand in this emerging digital vehicle era? Ford has been one of the more proactive carmakers in redefining its brand. In his keynote address, Derrick Kuzak, group vice president, Global Products Development, Ford Motor Co., discussed the company’s technology focus in three areas: green (sustainability), safety, and smart design.  “We have also set clear and, frankly, very demanding expectations so that customers will notice, and purchasing considerations will change markedly,” he said.

Technology leadership in the three areas is essential to Ford’s strategy. “Each and every technology provides a solution for our customers, to make their driving environment and their driving experience more efficient, safe, and enjoyable,” said Kuzak. Infotainment is a particular focus for Ford.  “We’d like our interiors to be seen by our customers as a second home on wheels,” he said.

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