“The success of Sync proves that customers want to be connected,” said Ken Czubay, vice president of Ford’s 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.”
Although Ford was able to sell 2 million units in less than three years, the more impressive figure is that Ford sold its 2-millionth Sync-equipped vehicle only 10 months after the 1-millionth. The speed at which Sync has grown is remarkable, and it shows no sign of slowing down. Ford recently introduced an updated system called “MyFord Touch” that allows users to more readily access system features and customize it to their liking.
According to Ford’s internal research, Sync has really added a draw to their vehicles. A recent study conducted by Ford shows that one-third of owners with Sync-equipped vehicles said that the system played an important role in their purchase decision. Additionally, 80 percent of those shown a Sync demonstration said it improved their opinion of Ford and that 70 percent of them are more likely to consider purchasing a Ford vehicle.
In addition to drawing customers in, Ford says the system has actually added a monetary value as well. A Ford data analysis shows that Sync-equipped vehicles command a higher resale value than non-Sync-equipped cars. A study was done using a 2008 Focus as an example and showed that a 2008 Focus with Sync sold on average for more than $240 more than a similar vehicle without Sync. A $200 premium still existed after even one more year in service.
By introducing Sync in 2007, Ford got a jump on the hands-free infotainment and communications system as Kia became the first automaker to offer a true Sync competitor with its UVO system — also based on Windows Embedded Automotive software. Although Ford is beginning to see competitors, its new MyFord Touch system, and years of experience with systems like it, should keep its hand-free infotainment system’s sales going strong.