Ford Sync 3

Vehicles are far more complex than smart phones, but few consumers want to think about a car's complexity. Car buyers want "wow" technology. They want to jump in their car and have their infotainment system work as easily and quickly as their handheld. What we've learned after almost a century of consumer technology development at Panasonic, is that the "wow" wears off quickly if the machine doesn't work. Companies that successfully introduce innovations design them so consumers intuitively understand their features. With intuitive use comes delight, trust, and ultimately, from a consumer's perspective, technology that disappears behind the experience it supports.

One interesting example is voice recognition technology. Some of the earliest voice recognition work dates to the 1950s. Back then, Bell Labs announced a machine that could understand a voice’s simple sounds, kind of like baby talk. Today consumers want vehicles with voice recognition technology that understands what they’re saying at the same time horns are blaring, passengers are talking, while Bruno Mars croons in the background. They hate it when the voice recognition system gets it wrong.

The good news is that cloud computing can provide more data processing power than ever, which enables speech recognition tech to more easily handle evolving grammar rules, word choices and an individual’s speech amidst background cacophony. As a result, consumers can use “wow” speech recognition tech without worrying about how to make it work. In fact, during a test with consumers, SYNC 3 was able to decipher what users were saying despite having their mouths full of food.

Panasonic took on the SYNC 3 project in 2013. With our consumer electronics experience and more than 60 years’ experience as a Tier 1 auto supplier, Panasonic had already established itself as a leading global supplier for in-vehicle technology for brands such as General Motors, Fiat Chrysler Automobiles, Toyota and Daimler and others.

Ford SYNC 3 is a prime example of the consumer-centric approach Panasonic takes when developing solutions. Its role was to lead SYNC 3’s software and hardware design, development and implementation for a fast, easy-to-use system with enhanced response to driver commands.

Panasonic is one of only a few auto suppliers that offers full end-to-end software and hardware development capabilities to automakers. When we became involved SYNC 3, we knew it would have unique challenges and be on a fast track to market. Ford leaders made decisions early that would ensure we hit the challenging 18-month timeline. Fundamentally, Ford recognized Panasonic’s historic success creating infotainment systems that rank high with consumers, and shared the idea that technology – even wow technology – should fade into the background behind the experience it supports. Ford set up the project almost like an internal initiative with Panasonic software developers and engineers collaborating with their counterparts at the OEM. That meant if changes had to happen, they could happen fast.

Moving rapidly with quality can be done on large collaboration programs such as SYNC 3, but a supplier can’t do it alone. Ford did a fantastic job exposing SYNC 3 to its development fleets before the technology went into market. We did it too – giving out cars to non-engineers to test out the infotainment system and let us know how things worked. The result was high quality and robust design.

Today SYNC 3 scores so well, it’s considered a competitive advantage for Ford.