• by Karl Greenberg , August 6, 2009

Ford is making safety, infotainment and drivetrain technology important keys to driving consumer interest and sales. But Jim Buczkowski, the automaker's director of global electrical and electronic systems, says it isn't enough to load gadgets onto the dashboard. On-board technology, he argues, must be easy to use, functional and affordable -- because ultimately, he says, one's car is as important a living space as one's living room.

"Americans spend, on average, 101 minutes per day on the road," he says. "We want to make it their second home on wheels." The automaker's strategy is to focus consumers on entertainment, communication with others and using time wisely and safely, while staying informed and alleviating stress.

"Our global strategy is about creating passion and excitement for the brand. Innovation and technology play key roles," Buczkowski says. "What do customers want and how can we deliver it at the best value?" Per Ford market research, 61% of consumers want voice-activated wireless connectivity; 58% want local information on their dashboards, and 56% want connections for digital media players.

"Democratization is what set us apart," he says. "We are offering technology features across all brands and vehicle lines. Our challenge has been to figure out ways to do that, to make them available to buyers of all our brands, and make them intuitive, effective and user-friendly."

The Consumer Electronics Show, at which Ford was a presenter last year, is a good barometer of where personal digital technology is going. "We are trying to use a combination of what customers are saying and what is coming," he says.

"In the past, we introduced new features and vehicles on a 24- to-36-month cycle" -- but he says, because of the velocity of innovation in consumer electronics, "that is not what consumers want these days, because the consumer electronics industry is driving innovation. We are trying to drive that same cadence in our product innovations and make them relevant."

One way to do that is suggestive of iPhone's function as a third-party application platform. For Ford, the Sync platform allows the company to add infotainment features without charging subscription fees, requiring purchase of new hardware, or charging more for the system. That's because the heavy lifting is done through cell-phone voice call and data is uploaded to the Sync via Bluetooth connection.

When new apps come out, Sync owners can get them at MyFordSync.com and then upload via Flash memory stick through the car's USB dock. "What we are trying to do with many of these platforms is make them flexible enough to allow addition of features later," says Buczkowski.

And high-tech means high sales. "Sync vehicles turn twice as fast on dealer lots," he says. "Seventy percent of vehicles we sell have Sync, so it is bringing in new buyers, and doubling purchase consideration."