Ford To Update ‘My Ford Touch’ System
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LOS ANGELES, Calif. (WWJ) - Ford Motor Co. will show off an updated, simplified version of its highly criticized “My Ford Touch” connectivity system at the LA Auto Show.
The system will have a smaller 6.5 inch screen, and simpler voice commands.
“Technology features are important to all of our customers including small car buyers, and MyFord Touch continues to drive up purchase consideration of our vehicles,” said Michelle Moody, Ford cross-vehicle marketing manager. “MyFord Touch is appealing to customers, as it consistently ranks among the top 10 purchase considerations with new owners. We’re excited to bring it to the small car segment, where it will really help Fiesta stand out from the crowd.”
The updated system will be in the new Fiesta small car that Ford will unveil Wednesday in Los Angeles.
My Ford Touch has been criticized by Consumer Reports, and complaints about the system have caused Ford’s quality scores to fall in rankings by both Consumer Reports and JD Power.
But Ford is standing by the system, saying it brings younger buyers to the brand. That’s why it’s important that it be on a vehicle like the Fiesta, which generally appeals to younger buyers.
Ford is celebrating the fifth anniversary of its original Sync connectivity system.
“We are seeing strong brand lift from MyFord Touch amongst in-market shoppers, with 65 percent of those intending to purchase a vehicle reporting SYNC definitely plays a role in their purchase consideration,” said Moody. “Take rates for MyFord Touch on new vehicle orders, such as the 2013 Escape and Fusion, continue to outpace our internal projections. We expect the same trend for Fiesta.”