It’s almost impossible to turn the TV on nowadays without seeing a commercial for Ford Sync, the voice-activated communications and entertainment system co-developed with Microsoft. Marketed to everyone, not just the gadget junkie, the commercials feature seemingly real-life accounts of how well Ford’s system functions. And the commercials seem to be working with 1 million vehicles projected to be sold with Sync this year. How will this affect the aftermarket market, which has similar products already available or in the works?
I’m going to take the stand that Sync will help the aftermarket more than hurt it. Here’s why:
1) Sync, and more importantly the millions of advertising dollars behind it, makes the American public excited about in-car electronics. Even big aftermarket companies like Pioneer or Kenwood don’t have the kind of cash to orchestrate such a media blitz.
2) As a result of that excitement, folks who aren’t in the market for a new car this year, want to know what they can add to their current vehicle to simulate the Sync experience. This leads them to retailers who can then sell them various Bluetooth and MP3 player integration options.
3) The relatively cheap product (it costs $400 and is available in even basic models) will speed up development of affordable aftermarket options. Voice recognition is nothing new, but my wallet would need a lot more plumping before I could afford a product featuring it.
4) In terms of voice recognition, Sync does a pretty good job. It’s not perfect (see tech editor Casey’s mainly positive review in our April issue), but what is? It’s still ahead of aftermarket pieces we’ve tried out and that will push manufacturers to step it up. When Ford’s exclusive agreement with Microsoft ends this year, we’ll see how that affects the automaker scene as well.
And that's my case, which I'm sure many share. Sync isn't going to convince me to buy a Ford Focus, but it does have me looking forward to what I may soon find at my local stereo shop. Let us know how you feel about Ford Sync. Has it changed what you want out of an aftermarket product?