Ford is calling off the car connectivity relationship with Microsoft that produced Ford Sync. Ford instead will partner with Blackberry and use its QNX operating system. Worse for Microsoft, it’s possible other auto companies might bail on the company in the future. These automakers are looking for a technology partner that is able to lower their costs, improve performance and reliability, and get more third-party apps into the dash, and Microsoft hasn’t been pulling its weight.
Microsoft is far from dead in the water — the software giant counts more than a dozen automakers as clients and we understand that several are happy customers. Bing is picking up support in the dash in response to a power play by Google that may have backfired. And even when Ford pulls the plug, there’s still a decade of revenues coming from Ford because of the need to support and update legacy systems until end-of-life (currently about 11 years). About 7 million Ford and Lincoln Sync cars are on the road.
“Industry’s worst-kept secret”
New SYNC Software Update is Available A new software update is available for vehicles with the SYNC system. This update will not work for MyFord Touch. Details and benefits are listed directly below, with instructions on how to install it in your vehicle following. This software update addresses the following issues: Bluetooth© Connectivity Improvements:. Jan 10, 2012 First time poster, previous lurker. Was having a problem downloading the contact list in my new phone. It paired OK but wouldn't load the contacts. Found there was an update to the Sync version that came with my truck. Did the upload and all was well.
- The MS-FRD1 interface allows the replacement of a factory radio in select Ford/Lincoln/Mercury vehicles. The MS-FRD1 will maintain operation of the SYNC® system in vehicles with Sony®, THX®, Audiophile® & Shaker® audio systems & also audio systems without external amplifiers.
- All of the equipment that I wanted with the exception of having Sync with My Ford Touch & Nav instead of Sync 3 (and Car Play). For the huge savings, I figured I could live with outdated maps and costly map updates; that were still obviously outdated. I looked into upgrading my Sync system with my Ford dealer, but was told that it could not be.
Here’s what’s happening, according to industry sources, none of whom want to be quoted because Detroit and Silicon Valley love gossip but not gossipers. In 2008, Ford thought it had a winner when it became the first automaker in the US to work with Microsoft for an in-dash infotainment solution providing Bluetooth, USB, voice recognition, a touchscreen interface, and optionally navigation. It shipped first on the 2008 Ford Focus and underwent continual improvement since then, in response to continual griping. Fiat introduced a similar Microsoft product, Blue&Me, a year earlier in Europe.
Ford tried to improve Sync, and leaned on Microsoft to improve the back end, but the improvements apparently weren’t enough, especially as other automakers brought out systems that owners liked better (some ironically using Microsoft software in the background). Rising expectations for functionality rose faster than Ford could make improvements. Satisfaction ratings fell. Some say Microsoft got the basics right — Bluetooth, voice input — but never got past that plateau of core functionality. As a result, Ford will switch from Microsoft to RIM’s QNX. The deal hasn’t been announced but it has also been described as “industry’s worst-kept secret.”
Ford could choose to continue, modify, or abandon the MyFord Touch interface. Sync is the car-Bluetooth-USB-voice recognition component. MyFord Touch and the similar MyLincoln Touch are touchscreen interfaces that break the home screen into four quadrants: phone, navigation, entertainment, and climate control. (It’s possible to have Sync without a touchscreen.) Separate from Ford’s plans to move away from Microsoft, it is planning to add more knob and buttons to the center stack and simplify voice response. Lincoln on new models will move from capacitive sliders to traditional knobs for audio volume and fan speed. That starts on some 2015 models.
Clobbered by J.D. Power and Consumer Reports
Four in ten buyers say in-car technology is the main reason for buying a car, according to an Accenture report. Ford cites numbers that Sync is a key reason why buyers shop Ford and Lincoln. Some customers feel differently after purchase. The annual J.D. Power Initial Quality Survey ranked Ford No. 27 of 33 brands. Lincoln matched the industry average and was ranked No. 17. IQS measures problems per 100 (PP100) vehicles in the first 90 days of ownership.
IQS used to mean things that broke but now it also includes subjective, touchy-feely issues such as brake dust, road noise, size of dashboard buttons, or ease of using a touchscreen. Consumer Reports last October ranked Ford and Lincoln Nos. 26 and 27 on reliability. Its survey includes more than just broken mechanical systems in the results.
Next page: Don’t write Microsoft off yet…
Ford Sync Update
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