SYNC and MyFord Touch Sold on 79 Percent of New Ford Vehicles, New
Technology Drives Quality Satisfaction
SYNC® and MyFord Touch® sold on nearly 80 percent of 2013 Ford
vehicles, double the sales mix of infotainment systems sold with
Toyota and Honda vehicles, and up from 68 percent in 2012; MyFord
Touch mix of 55 percent increased from 12 percent in 2012
Customers with vehicles equipped with MyFord Touch have a higher rate
of satisfaction with overall vehicle quality for most models compared
to those that do not have the advanced infotainment system
Ford customers cite voice command and touch screen features as top
purchase drivers much more often than competitors; Ford Escape owners
prioritize them twice as much as the segment average
Ford improves MyFord Touch quality by more than 50 percent since
launch, plans another upgrade in summer 2013
DEARBORN, Mich., June 17, 2013 Ford SYNC® voice-controlled
connectivity and MyFord Touch® touch screen technologies are
attracting more customers and selling at a much higher rate than
competitors, as MyFord Touch helps drive higher customer satisfaction
with vehicle quality.
Combined, SYNC and MyFord Touch are sold on 79 percent of new 2013
Ford vehicles, double the rate of Toyota and Honda vehicle
infotainment systems and up from 68 percent in 2012. This includes a
MyFord Touch mix of 55 percent from 12 percent in 2012.
SYNC and MyFord Touch connectivity technologies launched in 2007 and
2010, respectively remain a competitive advantage as customers cite
voice control and touch screens as top purchase drivers much more
often than competitors. For example, 53 percent of 2013 Ford Escape
owners say the touch screen is a top purchase reason compared to a 22
percent segment average.
"Ford has launched 60 new technologies the past few years and
they are helping attract many new customers in important markets such
as the coasts," says Raj Nair, group vice president, global
product development. "SYNC and MyFord Touch are key parts of our
innovation strategy, and not only bring more new customers to our
brand, but help deliver higher satisfaction with overall vehicle
Ford vehicles with MyFord Touch are helping improve perceptions as
customers who own vehicles with the system are more satisfied with
overall vehicle quality compared to those who don't have the
technology. The Ford F-150 with MyFord Touch has the highest rate of
quality satisfaction across the Ford lineup, at 86 percent.
F-150 blends touch screen capability with traditional buttons and
knobs, a similar balance planned for future Ford vehicles.
Young buyer connections
The innovations also are attracting younger buyers. For example, the
new 2014 Ford Fiesta will now offer MyFord Touch, adding to other
features such as a navigation system, rear camera, leather seats and a
sunroof not available in the segment.
Fiesta already is drawing a younger audience of 46 percent Gen Y and
Gen X buyers, compared to Toyota and Scion's 36 percent subcompact
average. Fiesta innovations are differentiating the car as SYNC is
cited as an important purchase reason by 54 percent of buyers compared
to a 37 percent average for Toyota's connectivity technology.
Ford continues to refine SYNC and MyFord Touch, including another
downloadable upgrade planned for this summer. Previous upgrades
already have helped improve quality responses by more than 50
"We are committed to listening to our customers and improving
MyFord Touch to keep drawing in new customers and increasing
satisfaction with even higher quality," says Nair.
Ford's dealership personnel and dedicated connectivity customer
service line also have become competitive advantages in an era of new
automotive technologies. Customers who seek dealership assistance with
SYNC or MyFord Touch report a 91 percent satisfaction rate.