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Ford Overhauls Its Sync Connectivity System

DEARBORN (WWJ) - My Ford Touch is being replaced by a new Ford connectivity system called "Sync 3", the third generation of Ford's system to connect smart phones and cars.

"Clearly we had some quality issues," said Ford CEO Mark Fields. "We've addressed that. We've listened to customers."

Complaints about My Ford Touch have brought down Ford's quality scores from J.D. Power and Consumer Reports. The overhaul takes away the very elegant looking interface, replacing it with something far more simple.

"We developed an all new graphical interface that looks and performs like a smart phone or tablet," said Ford Vice President of Product Development Raj Nair. "But, with specific details to make it appropriate for use in a car."

The decision was applauded by analyst Michelle Krebs with AutoTrader.com. She said the current system is far to difficult to use.

"MyFordTouch label (and SYNC before it) has been the modern-day equivalent of Edsel for the automaker. So good riddance MyFordTouch. What's more important than the name, however, is the ease-of-use and quality function of Ford's infotainment system, whatever they want to call it."

An AutoTrader.com survey recently indicated that nearly half of all car customers would walk away if a car's technology was too difficult to use.

Eventually, Sync 3 will work with the Apple Car Play and Andriod Auto systems. But, Nair says, it will start with Apple's Siri "eyes free" technology.

"All you have to do is hold down the push to talk button on your steering wheel, same as you would hold down the button on your iPhone, to initiate the conversation with Siri."

Voice commands have been simplified, and Ford has made the screen easier to see in sunlight. The first vehicles with Sync 3 should be on the road next year. The original Sync system will still be available as a lower cost alternative.

"You have to remember we introduced Sync even before Apple introduced the first iPhone."

Ford also announcing today that it will create a new global performance division, led by current Mustang Chief Engineer Dave Perisak. It will be charged with coming up with performance variants of current Ford vehicles.

The vehicles being developed include an all new Ford Focus RS sporty small car, which will be sold globally.

Another venture announced by Ford is an incubator for business start-ups in Detroit. Ford is working with Verizon and Magna on the Techstars Mobility project, which aims to help start-up businesses make important connections, and receive mentoring advice.

"Not only does it resonate with the rebirth of the city of Detroit, which is something I care deeply about, but it's also an injection of new thought into the auto industry," said Ford Executive Chairman Bill Ford.

The announcements were made as Ford invited media to their product development center for a look back at 2014, and a look ahead to the coming year. CEO Mark Fields says products launched this year, should start paying real dividends in sales and profitability next year.

"2015 has the potential to be a breakthrough year."

Connect with Jeff Gilbert
Email: jdgilbert@cbs.com
Facebook: facebook.com/carchronicles
Twitter: @jefferygilbert
www.cbsdetroit.com/carchronicles

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