Ford Reacts to MyFordTouch High-Tech Challenges

Financial Times - July 23, 2011

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.