Ford has announced that SYNC has now been installed on more than 2 million Ford, Lincoln and Mercury vehicles.
“The success of SYNC proves that customers want to be connected,” said Ken Czubay, Ford vice president of U.S. Marketing, Sales and Service. “The speed with which we’ve hit the 2 million mark, the premium SYNC adds at auction, and the improvements in purchase consideration show that it is a true differentiator for us, adding real value for the customer.”
SYNC, built on the Microsoft Windows Embedded Automotive software platform, hit 2 million units only 10 months after Ford delivered its 1-millionth SYNC-equipped vehicle, a 2010 Fusion Hybrid, to Microsoft CEO Steve Ballmer. The first SYNC systems were delivered in fall 2007.
Resale value increased:
In addition to providing customers with voice control of most entertainment and communications systems in the vehicle, SYNC also pays dividends at resale time.
Ford data analysis shows that SYNC-equipped models of the 2008 Focus are worth more than those without SYNC. After one year in service, the SYNC-equipped models sell for a $240 premium on average. With another year in service added, the SYNC premium is still a significant $200. Ford’s ability to isolate SYNC and attach a resale value to the optional system is based on a company-exclusive statistical VIN-decoding vehicle option residual impact modeling strategy.
The increased transaction price for pre-owned vehicles equipped with SYNC reflects market demand for the feature. In a recent study of Ford SYNC-equipped vehicle owners, one-third of respondents indicated that SYNC played an important role in their purchase decision.
Among Ford customers who have SYNC on their vehicles – and use its voice command features – 87 percent are satisfied with how the system operates, and 88 percent would recommend the purchase of a vehicle with SYNC to others.
So what do SYNC users take advantage of most? Hands-free calling is used daily by two-thirds of study respondents, with 89 percent using the feature at least once a week. More than half use the voice-activated dialing features available through SYNC, helping drivers keep their eyes on the road and hands on the steering wheel.
Use of the Traffic, Directions & Information application is also on the increase. Among users aware of the feature, up to 39 percent are taking advantage of the turn-by-turn directions, local business search and real-time traffic services.