Ford is expected to announce this week that Sync--its joint technology package with Microsoft--has resulted in a double-digit sales increase for its Focus line this year. The increase--33% for January
and an estimated 10% for February--comes as sales in the compact segment sagged 3% in 2007, according to Autodata.
Sync, a voice-activated technology that lets users play songs and
dial phone numbers, was introduced in 12 Ford, Lincoln and Mercury products last fall, with the Focus as the centerpiece of the marketing effort. In the three Focus models, 30% of buyers have chosen
the highest end version that comes with Sync standard. Half of buyers of medium range Focus--in which Sync is optional--paid $395 extra for the technology.
Ford holds the rights to the
technology, but its exclusivity deal with Microsoft expires in November. At that time, Sync will broaden its reach in the U.S., giving Ford some competition. Microsoft itself has spent $25 million on
ads for Sync, according to Nielsen Monitor-Plus.
advertisement
advertisement
Read the whole story at Brandweek »