Filed under: Audio, Gadgets, Ford, Lincoln, Mercury
VIDEO: Live from Dearborn: Microsoft and Ford demo Sync
At Ford's recent 2008 product information event, the Blue Oval showed that it's catching up to the competition on many fronts, including powertrains, interior quality, and overall refinement. The fact is, the folks over in Dearborn are playing catch-up vs. the competition, and in some ways Ford has a lot of work ahead of it. One area where the automaker's been lacking was with regards to iPod compatibility and integration in its vehicles, but with Microsoft's Sync technology rolling out for 2008, Ford's ready to jump to the head of the class.
We sat down with representatives from Ford and Microsoft during our recent trip to Dearborn, and we got an in-depth walkthrough of Ford's multimedia initiative. Sync integrates MP3 players and Bluetooth phones into the stereo system to give drivers greater flexibility to their digital assets. One very exciting aspect of Sync is that high-end stereo and nav systems aren't needed to use the technology. Sync will be standard on all Lincoln models and available as an option on most Fords and Mercurys for MY 2008. During our demo, we saw a Zune player (like we said, it's Microsoft) plugged into the audio jack inside the armrest storage area, plus a Blackberry device connected via Bluetooth, all running through the stereo. More on Microsoft's and Ford's Sync software, as well as an in-depth demonstration video is available after the jump.
Songs, artists, and genre can be selected off the MP3 player by voice command via the "Push to Talk" button on the steering wheel controls. This feature worked very well, as evidenced in the video, but if you ask for a song or artist that doesn't reside on your MP3 player, Sync gives you the song or artist that sounds most like the one you asked for. We'd have preferred it if Sync came up with nothing vs. a guess that's likely wrong. Due to shortcomings of Bluetooth technology, Sync had trouble accessing MP3 music from phones, but the folks at Microsoft say that a fix is on the way.
Using Sync with a Bluetooth-enabled phone allows for easy hands-free calling. Sync takes in all your contacts, and if you try to call any one of your saved contacts that have multiple numbers, it asks you which one you want. Users can also receive text messages and select from a few canned messages to return the text. The onboard computer reads the message to you, deciphering all text shortcuts like "LOL." During the demo, we were promised that users can also access Internet radio on Sync provided the phone has the capability to get online, but we didn't see it for ourselves.
We found the Sync system to be easy to use during our limited time with it, and the voice recognition software was quite impressive. Other OEMs are offering onboard hard drives and software that's integrated with navigation systems, but the options are generally priced out of range for many in the highly-coveted 18-29 demographic. Ford says Sync will be both affordable and widely available (we don't have specific pricing or availability yet), and that will likely be key to its success. We don't believe many people will switch away from an import just because of Sync, but for tech-savvy buyers sitting on the fence between Ford and the competition, the features of Sync might help win Ford a few more customers. Check out the video above and let us know if you think Sync is something you'd want in your next vehicle.
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Reader Comments (Page 1 of 3)
207guy 12:22PM (7/04/2007)
I think it's pretty cool. I also like the fact that I can use whatever cell service I have with it; not just one type of service that Ford has a prearranged deal with.
Very well done, Ford.
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Jhon 2:27AM (7/05/2007)
see http://hotshadow.com/VIDEO_Live from_Dearborn_Microsoft_and_Ford_demo_Sync.aspx
Hamud 12:57PM (7/04/2007)
Fantastic...
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geo.stewart 1:16PM (7/04/2007)
looks like a good execution but in my mind, just easier ways to add more clutter to keep the masses from paying attention to the road and other drivers.
and this from a gadget geek.
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Silver 1:23PM (7/04/2007)
Microsoft and Ford??? Now *there's* a winning combination of design acumen. :|
And sadly for both, techies aren't really checking out Fords these days...
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BartMack 2:20PM (7/04/2007)
Ford always aims for the status quo... and the best that can happen if you do that is.... (drumroll)... status quo. Quite often, I've noticed, they fall short of their goal. In this case, maybe, "way to go status quo!"
Now how about producing some stunning vehicles with extraordinary handling prowess? Oh wait, that's not status quo is it?
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xantia 10:19PM (7/04/2007)
What does your comment about status quo have to do with Sync? Do you think Sync is the status quo?
BartMack 5:31PM (7/07/2007)
Yes =)
Devin Lussier 2:36PM (7/04/2007)
I bought a Prius two months ago partly because of all the technology features available. If Sync were available on the Escape Hybrid at the time I would have had a much harder time making my choice.
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Jason 2:36PM (7/04/2007)
Actually, that was a T-mobile dash (Windows Mobile) phone, not a blackberry. It would have been a better demo to show it with a blackberry, as it would be something wasn't Microsoft in the car. However, it did look like he did do some of it with a Motorola Razer.
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golferal 3:23PM (7/04/2007)
The device that was paired with the vehicle was a Razr. He was using the Dash to send messages as if he were a third party not in the vehicle.
I wonder if there are any additional features if you pair a Windows mobile device (like the Dash) to the Sync system?
john 2:39PM (7/04/2007)
This has tremendous potential, especailly for the MTV generation. Many car more about their stereo systems and Ipods then they do their cars. Don't underestimate how manypurchase decisions will be made because of semless intergration like this.
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AMGoff 2:57PM (7/04/2007)
Mercedes teams with Apple, so Ford teams with Microsoft. Brilliant! That will be marketing at it's finest...
"We took one mediocre product and combined it with another... introducing the breakthrough - FoMoWindow!"
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Mark 4:37PM (7/04/2007)
First of all Sync came first. Second I'd much rather see Ford and Microsoft versus Mercedes and Apple. Mercedes is pretty well know for poor quality. While Apple is great with design, their products are poorly engineered at best. Most techies won't touch Apple stuff with a ten foot pole. Not to say that Microsoft is much better, but Sync looks like it's pretty reliable. We'll probably have to wait until it becomes widely available to see. My guess is a lot of other car companies will adopt this technology once it's no longer Ford exclusive.
AMGoff 11:39PM (7/04/2007)
Personally I wouldn't touch the Mercedes with a ten foot pole and the analogy would make much more sense had they announced their deal with BMW. My point was to compare Ford and Microsoft, there's a whole lot of them and they generally suck.
"Their [Apple's] products are poorly engineered at best."
I respectfully disagree. Do you have anything to substantiate that claim or do you just not like Apple? If it's the latter just say that, that's your preference. I am a "techie," but I learned a long time ago that trying to switch people is usually a waste of breath. All I know is since I have taken over the technology department at my organization the departments that have been switched to the Mac have seen down-time decrease and productivity increase compared to those departments still running XP on Dells.
For me Microsoft is nothing more than a necessary evil that has paid my bills for many years. Of course others in the field will support something that garners a guaranteed paycheck. I'm just lucky enough to have an Executive Director that's a Mac fan.
Alain 3:33PM (7/04/2007)
Its pretty cool (nothing too impressive/new, other than the voice activated song selection), I would just like to see some navigation integration with a nice big color screen to go along with it.
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Alex 3:37PM (7/04/2007)
That is really impressive
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naggs 4:47PM (7/04/2007)
its important for ford to have a bluetooth cellphone system. more and more states are making it illegal talk without a handsfree setup. in january 08, the largest car market, california, will make this switch. this is not some gimicky fad, all cars will have this option before not too long.
all the music and blackberry/smartphone integration is cool too but its the cellphone situation that makes this much more of necessity than it might seem at first.
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BowserUSC 8:25PM (7/04/2007)
iPod integration in cars these days is not what everyone makes it out to be. In fact it sucks. In my experience with BMW and Volvo, you have to create a car playlist, and cannot use the functions of the iPod whatsoever. And the information on the dash only says what track number is playing, no info about the song. I'd rather go with the more cost friendly FM transponder.
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adam 11:27PM (7/04/2007)
i just bought a lincoln mkz 07 and it doesnt have sync but navigation system, so thats cool for me, but i also just bought an apple iphone and im sure i would rather use the iphone than sync =]
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