#CES: Do YOU Agree? The Automaker Who Designs The BEST In-car Interface And Tech Will Be The WINNER?

We're living in an all-new age, Spies. By and large, automobiles have changed from simple pieces of engineering that you drove into the ground to ultra complex pieces of technology that you dump after a couple year's worth of use.

The whole relationship between buyers and autos has changed. In addition to that, consumer expectations have transformed.

Today, vehicles have largely become more comfortable, more isolated and less about supreme driving dynamics. If you want that, there's a niche market that provides buyers that if they're willing to pony up the cash.

THINK: If you test drive, back-to-back, a BMW, a Lexus and a Mercedes are you really going to wind up with drastically different driving experiences? Not really. The gaps that were once massive are now tight. Subjectivity in terms of design, technology and pricing close deals.

This leads us to an all-new question that must be asked of vehicles that have essentially become two ton pieces of disposable technology. Will the automaker who designs the BEST in-car interface and technology be the eventual winner in this all-new automotive market?

What say you, Spies?

PUGPROUD - 1/6/2019 3:40:43 PM

0 Boost

"The times they are a changin"..interior design, comfort, infotainment, ergonomics and convenience seem to rule going forward.

dumpsty - 1/7/2019 9:00:21 AM

+2 Boost

this is a slippery slope of creating a balance.

automakers want to include all the latest tech but they also have to seriously consider driver safety & the consequences of providing too much interior content. a lot of these "fun" features are great for chauffeur-driven livery, but I can imagine that majority of the newest tech finding its way into mainstream vehicles.

we've already seen some newer tech concepts that indicate use only when the vehicle is in "Park". Or features are only accessible to the passengers - while the driver only see driving information.

zlives - 1/7/2019 3:13:08 PM

+1 Boost

the problem with tech... it changes before the car is finished with design let alone sold.
its time the manufacturers understood the concept of BYOD.

cidflekken - 1/6/2019 3:44:55 PM

+3 Boost

I’m not so sure here. For me when test driving cars I really don’t have a lot of time to really distinguish one car's tech and interface vs another car's where it would result in a buying decision. None of the dealerships I visited recently took a chunk out of the test-drive time to really dive into the technology. And most consumers probably won’t take time to research and assess user-friendliness. If today’s sales results are a sign then no because Audi's tech specifically the VC is seen by many as the best yet they have now experienced 3 consecutive months of double digit losses.

MDarringer - 1/6/2019 4:07:50 PM

0 Boost

Not only do they not go into the features during test drive, they don't want to waste time learning during delivery, but they will b!tch like mad when it "doesn't work" because they don't know how to use it.

Audi's losses are largely that Audi is no longer "gaming" their numbers.

PUGPROUD - 1/6/2019 4:27:30 PM

0 Boost

Don't disagree but in car technology driver interface and complexity can be mind boggling. Manufacturers should put each models tech functions and features on web videos for consumers to become better educated, comfortable and discriminating in choosing which ones they want to use.

ricks0me - 1/6/2019 5:29:13 PM

0 Boost

MD said >>> Audi's losses are largely that Audi is no longer "gaming" their numbers.

Rick said >>> What would GermanNut say?

PUGPROUD >>> Good idea about the video. Dealerships now employ a technologist that goes over the technology during the delivery process or by appointment after the delivery process.

MDarringer - 1/6/2019 5:48:02 PM

0 Boost

We have several "technologists" they are typically our teenage greeters who can hop in a car and go to a customer and do a tutorial or answer the issue on the spot when someone drives in. Customers DO NOT want to waste time sitting in their cars for a half hour being taught the technology upon delivery. We of course will do that for a customer or go to their homes, but most don't want to be bothered until something bothers them.

The "technologists" are kids typically right out of high school going to college that need flexible hours. They greet customers immediately when they arrive, ask if they need a sales person or wish to browse and then be caught up to, and if they would like water or coffee depending on the time of day.

This initial, upbeat contact sets the stage. Rankled customers typically will not go off on a kid so they have time to cool off as they are being connected to someone who can help them.

PUGPROUD - 1/6/2019 6:38:39 PM

+1 Boost

People live busy lives and its the customers fault because the technology is complex, confusing, non-intuitive, different from car to car, not always logical, functions hidden behind endless menus, etc etc...come on man. Its on the manufacturers for not simplifying interface and process. For example, why doesn't a salesman give customers at delivery a check list of all functions and have the customer choose which ones they will actually use and want explained to them plus which ones the dealer should set for them that they'll never change. I will never use a self park function so why explain to me where it is, how it works, what it will do or won't do, etc etc. It would speed up the process and keep customers attention focused on what is important to them

MDarringer - 1/6/2019 8:11:27 PM

-1 Boost

"For example, why doesn't a salesman give customers at delivery a check list of all functions and have the customer choose which ones they will actually use and..." The answer is simple: litigation. if the customer refuses training, the dealer is off the hook. If the dealer were to train only on some functions--even with customer consent--the customer could say they were not properly made aware of things and...This is why if they do not want a tutorial at delivery, they sign a page that says we gave them information on how to get a tutorial at their convenience...that is if they do not set one up.

MrEE - 1/6/2019 9:18:05 PM

+2 Boost

Problem is most automakers do not design the tech, they rely on suppliers.

PUGPROUD - 1/7/2019 8:16:16 AM

0 Boost

Don't disagree but how much better would it be if they specified to suppliers how they want that tech to be integrated and interfaced with how their customers behave. If car manufacturers don't get ahead of the tech curve they will loose total control of their product and hope the soft stuff (quality of materials, colors, seat comfort, etc) can keep them relevant. It won't except perhaps at the very thin top of the market.

2ndbimmer - 1/7/2019 12:27:08 PM

+2 Boost

temporarily. People I have talked to lately looking for a new car are looking for tech, but also simple buttons. They are frustrated with going in to multiple menus just to get the HVAC system to work.

mini22 - 1/8/2019 12:36:33 AM

+1 Boost

When my brother took delivery of his Audi they actually had a class on how to use all the tech features. What I find annoying in general about tech are 2 things.
1) Its really put into cars today to increase sales profit on each vehicle sold. The mark up for tech infotainment systems must be 100 plus %.
2) The whole tech concept encourages potential accidents because they distract people from the basic act of driving. When autonomous cars become normal place that is one thing. Up until then whats the difference between texting on your phone and looking up information about directions while going 75 MPH.