Since Ford teamed with Microsoft in 2007 to launch its Sync system, the carmaker has rolled it out across its vehicle models. Ford says Sync attracts new customers, maintains loyalty of existing ones, and increases the price its cars bring at auction by about $200. However, many drivers found the newest Sync version called MyFordTouch to be confusing to operate. Following the practice set by technology companies, Ford now also trains drivers how to use MyFord Touch in workshops offered through its dealers. This move by Ford illustrates the challenges carmakers face as they add increasingly complex systems to meet drivers’ demand for the same kind of connectivity behind the wheel as they get from their phones and computers.