SUMMARY:

• A recent survey by Nuance Communications, a leader in speech solutions that worked with Ford in the creation of SYNC®, showed 8 out of 9 respondents who own speech-enabled in-car systems and navigation devices regularly use the voice-recognition capabilities; 73 percent of respondents plan to recommend the technology to friends and family, and repurchase cars with these capabilities again in the future
• The survey also showed that users of Ford SYNC systems yield the highest scores in customer satisfaction, along with the shortest learning period; 80 percent of SYNC owners also use their hands-free calling daily, and consumer research shows it’s the most popular feature (followed by turn-by-turn navigation assistance)
• Vehicles in dealer inventory equipped with SYNC sell twice as fast as units without, according to Ford statistics – having built the 1 millionth system, SYNC is on track to hit the 1 million sales mark this year

CONTEXT / BACKGROUND:

It’s not the stuff of science fiction anymore. Today’s cars actually talk, and more and more consumers are talking back. Think KITT from “Knight Rider,” only better informed. Voice-enabled systems like Ford’s award-winning SYNC technology are allowing more and more drivers to talk to their vehicles, check out the closest restaurant, locate the best price on fuel, play their favorite song and even determine the easiest way to make it through the never-ending construction. With simple voice commands, drivers can call family, find a friend’s house, or locate their preferred business.

It’s not a one-way conversation, either. SYNC talks back, with text message read aloud and verbal navigation prompts provided for audible turn-by-turn directions. So, that driver in the car next to you is not talking to himself – he just might have SYNC.

DETAILS:

A recent Nuance Communications User Survey detailed how customers are using voice recognition systems:

• Respondents with a Ford SYNC system yielded the highest scores in terms of overall satisfaction compared to users of other systems.
• Ford SYNC users have a much stronger preference for using voice control, compared to users of other systems, and also boast the shortest learning period.
• Phone calls and navigation entry top voice-enabled functions. Among respondents who regularly use voice recognition systems, 83 percent always or frequently place calls and respectively 80 percent accept phone calls with voice commands; 76 percent regularly enter an address by voice.
• Use of voice-enabled systems generally was higher among younger drivers (ages 18 to 29) surveyed. Older drivers (ages 49 and older), however, were more apt to use voice recognition when driving in unknown areas or stressful traffic situations.
• Reliance on speech-enabled functions increases in particular situations, such as:
  • 50 percent of users like to use voice input when other passengers are in the car, with an 18-percent increase in usage (68 percent) when they are alone.
  • 58 percent of users prefer voice input when driving in familiar areas, but that number jumps to 69 percent in unknown areas.
  • 63 percent of users said they prefer voice input in quiet or normal areas, but the percentage jumps to 71 percent in stressful traffic situations.

About SYNC®
Ford collaborated with Microsoft and Nuance Communications to create SYNC, an advanced software platform that provides consumers the convenience and flexibility to bring digital media players and Bluetooth-enabled mobile phones into their vehicles and operate the devices via voice commands or with the steering wheel’s redundant radio controls.

• SYNC offers voice-activated, hands-free calling and offers the same calling features offered on mobile phones. SYNC also can convert text messages from a user’s phone to audio and read them out loud.
• SYNC’s Vehicle Health Report application, gathers relevant information from the major vehicle control modules and sends it to Ford via the customer’s mobile phone. The information then is analyzed by Ford, a report is created, and notification is sent to the customer via text message or e-mail.
• SYNC 911 Assist™. Should an air-bag deploying incident occur the system will place a call directly to a local 911 emergency operator, unlike competitive system that route through a third-party call center.
• SYNC’s latest application – Traffic, Directions and Information – provides hands-free access to personalized traffic reports, precise turn-by-turn driving directions and up-to-date information like business listings, news, sports and weather.

QUOTES:

“We’re seeing a clear trend in the adoption of voice-enabled systems where more and more drivers are becoming not only comfortable with, but reliant on, voice-enabled in-car systems and navigation devices as a means of reducing distractions and anxiety in what otherwise would be a stressful driving situation. We only expect this trend to increase, particularly as voice-enabled systems become even more intuitive and natural to engage with.”

– Arnd Weil,
General Manager, Vice President, Nuance Communications

“Consumers are increasingly demanding seamless connectivity between their house and their office and car. More than anything, they want to stay connected and informed.”

– Sheryl Connelly,
Ford Global Trends and Futuring Manager

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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 205,000 employees and about 90 plants worldwide, the company's automotive brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.