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CAR TECH: Driving It: What's hot and what's not in car tech
Why in-dash GPS nav systems
are lost
By Brian Cooley 
Editor at large
May 9, 2005

In-dash GPS navigation systems are not exactly popping up on every dashboard. At best, about 1.5 percent of new car buyers opt for a nav system, according to Renesas Technology, a large auto navigation chipset maker. To the rest of new car buyers, these factory systems remain $2,000 toys they can do without.

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Forrester Research gets at the underlying problem when it says that OEM car tech remains "underfeatured, overpriced, and out-of-date." Forrester is right. Carmakers simply are not cut out to compete with consumer electronics companies--firms that move faster, innovate more aggressively, and fight to push down prices.

Of course, carmakers stress the reliability and robust nature of their products, qualities the consumer electronics biz often ignores. Still, consumers have been conditioned by companies such as Dell, PalmOne, Canon, and Nokia to expect products that are useful and easy to operate, as well as sport a lower dollar-to-features cost with each generation.

Car manufacturers' nav systems fail on all those points. Usefulness? Most are limited, at least until systems routinely offer live information such as traffic hazards ahead; restaurant locations, ratings, and reservations; and services such as weather map overlays. Ease of operation? Ha. I've seen some of the worst examples of consumer electronics interfaces in history in the dashboards of cars. Cost? The current $2,000 premium for the nav option in most cars is probably double the average car buyer's pain threshold.

TomTom GO
The aftermarket TomTom GO navigation system bests any dealer-installed peer.
It doesn't help that any car owner can trot down to Best Buy and pick up the excellent TomTom GO aftermarket nav device or something like it. The TomTom GO costs less than half the price of an OEM in-dash nav system, and it's portable, to boot. Want to use it in both your cars? No problem. Want to take it hiking once you reach your destination? Just slap it in your backpack.

Luckily, the doctor is in. I've driven many of the factory nav systems out there and have a prescription to fix these ailing afterthoughts:

Standards. Buttons and menus for in-car nav systems have to arrive at some level of uniformity among manufacturers. If drivers can recognize a nav system and its parts in any car they drive, these systems will be much easier to use. I know carmakers need to differentiate to compete, but in the stereo industry, for instance, commonality on terms such as volume, bass, treble, tuning, and source allow us to use the gear without any additional reading. And as far as I know, companies such as Sony and Matsushita still compete against each other just fine.

I've seen some of the worst examples of consumer electronics interfaces in history in the dashboards of cars.
Information. I estimate that most of us drive known routes 90 percent of the time we're behind the wheel. You need a map for that? No, but a map that shows traffic conditions, points of interest, ratings of local restaurants, and yes, directions to unfamiliar destinations would be quite helpful. The Acura RL's NavTraffic system with Zagat database is giving us a first glimpse of a system that delivers something you can use every day.

Voice recognition. Does the idea of talking cars make you think the Enterprise's computer on the original Star Trek series? As we see more layers of interface added to cars, voice recognition will be a necessary tool to keep drivers' eyes on the road. Presently, only high-end cars sport voice recognition, but working-class stiffs don't have more eyes than rich folks--everyone deserves this technology.

Do you have a factory nav system? Pleased with it? What would make you seek one in your next car?

Unlock data entry. Most navigation systems on the road today prevent you from entering a destination unless you're at a dead stop, presumably to keep you from crashing while trying to type. Stupid. A better solution would be to tie data entry to the right front seat sensor that arms the front passenger air bag. When the system detects an adult in the seat, it should give us the benefit of the doubt and unlock nav screen data entry on the assumption that the passenger will be entering the data. Of course, this solution isn't perfect, but it's a sensible halfway compromise that would give the passenger a chance to pitch in on trips.

Powerful, useful, delightful, and of course, cheaper: make navigation systems all of the above, and cars will truly make a leap forward in intelligence.


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