|
|
When General Motors introduced OnStar as a feature on their line of Cadillac cars in 1997, the automotive world had seen nothing like it. OnStar was a service which enabled drivers to contact a help center that would be able to give them directions via GPS or even remotely diagnose vehicle issues.
Over time the service would expand to provide interesting services such as remote unlocking of a vehicle and also automatic notification of emergency services should drivers be involved in an accident where airbags have deployed. OnStar eventually spread across the entire GM lineup, providing an important service for buyers that helped differentiate the brand from its competitors. Many drivers loved the idea of having a watchful eye following their movements at all times, although some felt it was eerily too much like George Orwell’s Big Brother.
It took a very long time, but other car companies are finally stepping up to the plate with their own unique vehicle communications or ‘telematics’ systems. Toyota now has plans to roll out a technology dubbed ‘Safety Connect’. Safety Connect displays many similar features to OnStar, including emergency and roadside assistance and the ability to automatically intervene in the event of a collision. Safety Connect can also help owners locate a vehicle which has been stolen thanks to built in GPS tracking. In order to prevent abuse, this last feature can only be used once a police report has been officially filed.
The telematics in Safety Connect actually use a combination of GPS and cellular signals to keep tabs on drivers and monitor their safety. A version of Safety Connect called Enform will also be outfitted to Lexus vehicles. In order to differentiate the up-market product from the lesser Toyota edition, Enform will add the ability for drivers to connect with operators who can assist them with finding local restaurants and hot nightlife spots, as well as provide directions to their destination.
This is an interesting contrast to OnStar, which provides this level of service to vehicle owners no matter whether they are driving a Chevy or Caddy. Enform does provide an extra wrinkle of letting Lexus drivers plan out their trip beforehand on the internet using a service called eDestination, and then having those plans copied automatically to their vehicle’s navigation system.
The only surprising thing about Toyota’s Safety Connect and Enform services is that it has taken them so long to appear on the market. Clearly, technology was not the issue given that General Motors has been selling the service for over a decade. It will be interesting to see how many new customers Toyota is able to attract through Safety Connect, particularly given the stratification of its services into standard and premium levels.
Consumers do not typically react well to de-contenting, particularly if competitors do not go down the same route. One thing is certain – now that the two biggest players in the automotive game have both dipped their toes into the telematics arena, other car companies will be forced to follow suit in order to maintain a comparable level of features in their newer automobiles.