Harry Plopper

BMW Leads the Way in High-Tech Auto Features: Telematics, digital entertainment, and driver assist score high according to TRG

MINNETONKA, MN, April 4, 2005 – Of all auto brands sold in North America, BMW is the leader at putting high-tech features, such as Advanced Driver Assist into its cars, according to Telematics Research Group (TRG).

The TRG Automotive Technology Index measures the availability of key telematics, infotainment and driver assist technologies across a brand’s current vehicle lineup. It is based on 30 criteria representing six categories of vehicle technology. The Driver Assist Category consists of park assist, night vision, adaptive cruise control, headup display and lane departure warning systems.

“BMW has been a technology leader for many years, as it is part of the brand’s positioning,” says Phil Magney, principal analyst for TRG. “Ever since the introduction of the iDrive, BMW has been a proponent of advanced technology.”

On an overall basis, Mercedes-Benz ranks just behind BMW having recently released its 2007 S-Class, a standout for most technologies.

Other notable findings show that Cadillac ranks 3rd overall, ahead of premium brands including Infiniti, Lexus, Rover, Audi, and Acura.

While Infiniti and Lexus come in at 4th and 5th overall, they rank 2nd and 3rd in the Driver Assist categories, as expected. The attached bar chart shows select brands and their relative technology deployment rank. Luxury brands score the highest because they have the greatest availability of new technologies and advanced electronics features.

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Based on a TRG analysis of 276 models representing 46 brands sold in the US market, BMW is the leading auto manufacturer when it comes to the deploying high technology features across their current product line. This conclusion is derived from TRG’s Technology Index – a measuring system based on the utilization of key electronics technologies emerging in cars today.

TRG’s Technology Index is based on 30 criteria in the areas of telematics, navigation, phone options, and driver assist technologies. Examples of these high-tech features include monitored telematics, navigation, Bluetooth, voice recognition, premium audio/entertainment and driver assist.

What Does This Data Really Mean?

The Technology Index is measure of technology deployment across a brand’s current vehicle lineup. While the index can be calculated on a model-by-model basis, we have calculated an aggregate brand value for this exercise. This overall brand index is based on the relative availability of technologies across an OEM’s models.

The attached bar chart shows all brands and their relative rank in terms of technology. As one could assume, the luxury brands score the highest because they have the greatest availability of new technologies and advanced electronics features.

The Technology Index is a careful selection of 30 key technologies that take into account various hardware, software, wireless, safety and assistance features. Key telematics services such as monitored telematics and LBS services, as well as HMI features such as voice input, touch control, headup display, cluster displays and voice recognition count equally.

Audio and entertainment features, such as the availability of hard disk drives, flash memory interfaces, or iPod integration have equal weight in the Technology Index, so do driver assist technologies like park assist, lane departure warning, night vision and adaptive cruise control.

What does the Chart Tell us?

The results of the Technology Index show who is a leader in the deployment of key technologies – many of which are features sought by the car buying public today. For example, device integration for the connection of portable music players and phones are available on most new model entries and have become standard criteria for car buyers. Other features such as satellite radio, HD radio, or the ability to read compressed music files are important to many car buyers.

TRG’s Technology Index is an important indicator of technology deployment and will change over time. Look for a continued movement up the ladder by Asian value brands who are adding these features at a rapid pace.

About TRG

TRG (Telematics Research Group, Inc.) tracks and analyzes the automotive telematics, infotainment, and driver assist categories. TRG maintains regional and global market forecasts for telematics,
navigation, driver assist and mobile telemetry. TRG market intelligence is used by leading automotive and electronics suppliers worldwide.

Curb Zone

 

Hypersonic

Why do I feel a fanboy war is about to begin here?

Mr. Mercedes

MB has been slow to filter quite a few technologies throughout their range these past few years. Most probably this is due to them once again trying to nail the quality of their vehicles and concentrating engineering efforts on core competencies of the vehicles. But from what I understand with the next E-class they are preparing to go beyond even the S and once again be a technological tour de force. Fingers crossed we don’t end up with another w211 like quality debacle.

Audi also really seems to have upped the ante with their technological innovation and are a far cry from the relative (to BMW and MB) laggard they were previously.

BMW has been fairly consistent, although sometimes I feel they have like MB also jumped the gun on certain technologies. Any BMW with runflat tires has received harsh criticism in local press because the ride is simply not as adept and suited to our conditions as BMW of yesteryear. The current generation of run flat tires simply don’t offer the compliance of a regular tire. In fact the sports suspension/runflat tire combination just resulted in the BMW actually conceding an overwhelming defeat to the new lexus IS250 in a comparo by the most respected Australian Automotive publication. That along with the fact that in the BMW ends up at least 20 thousand dollars overpriced.

MB rather than adopting run flats has opted to standardize (for the most part) the fitment of tire pressure warning systems across their Australian range.

What really surprises me though is the total lack of an integrated safety system such as MB's presafe, from BMW and AUDI. Pre-safe (and now pro-safe) since its launch in 2002 is becoming commonplace in the MB range but AUDI and BMW are still yet to respond.

An index I would really like to see is a basic comparison of which companies are in fact the automotive innovators, i.e the first to release a technology, regardless of how long it takes to filter throughout the range. There is a huge myriad of variables that could influence the rate of adoption of a new technology throughout the range, so this I feel would also be an interesting index. I have a strong feeling the rank, just comparing German brands, would be:
1. Mercedes Benz
2. BMW
3. Audi (though rapidly gaining)

P.S this post is not intended to incite a war, just my take on the article and discussion. Will be really interesting to read all your guys posts.

ALI

Dont worry guys , MB is about to jump back riiiight on top ......

Just_me

Why is it important to be number 1? What benefits do BMW get from this?

ALI

Yeah , who knows if this is even true , caddillac in third ? Something has gone wrong here .... Is it because you can watch tv while driving ?

Just_me

Personally I dont care if BMW is number one or six or last place. Too me its more important that I can drive their cars and enjoy them

Mr. Mercedes

Well the Germans pride themselves on being the pioneers of the industry. Their brand prestige is closely linked to their technological prowess, unlike say Rolls Royce which derives its prestige from alternative avenues. That the public continues to see the Germans as the tip of the ice berg for automotive technology is hugely important to all of them, MB, BMW, Audi and Porsche.

Imhotep Evil

Well there are also quite a number of people are upset because things like iDrive/MMI/Command.

But BMW's great merit is that they had guts to stick with it.

Otherwise the rest (MB/Audi) wouldn't have followed.

Matt

Mb fans cant say that Mercedes hasnt had a chance since their newest car is the most advanced car theyve ever made but I kind of doubt its as technologically advanced as the M5.. What do you guys think? Let the war BEGIN!!

Curb Zone