Ford Motor Company is implementing Apple?s Siri Eyes-Free capability into the more than five million vehicles equipped with the automaker's Sync connected software, enabling customers to easily access a slew of iPhone features while driving.

Ford is rolling out a software update for Sync-enabled cars that includes the Siri Eyes-Free function in a bid to offer smartphone users constant connectivity to their favorite features by way of the popular virtual assistant. The move may spark a seed of inspiration among other vehicle marketers seeking to implement mobile functionalities in a manner that offers hands-free access to important tools while driving.

?Existing MyFord Touch owners must download the new software update to be able to access Siri Eyes-Free,? said a spokesman for Ford Motor Company, Dearborn, MI. ?From there, the customer would simply need to connect his or her iPhone to the Sync with MyFord Touch system.

?Siri Eyes-Free allows drivers to initiate a Siri session in the vehicle the same way as they do on the iPhone, but using the ?Push to Talk? button on the steering wheel.?

Adding driving companions
Ford is hoping to demonstrate its commitment to improving the connected car experience for existing customers by adding the popular iOS voice assistant, Siri, into the Sync software system. The latest update will bring Siri Eyes-Free to five million cars within the 2011 to 2016 model years.

Sync is the brand?s in-car entertainment and communications system, now the first of its kind to implement voice-activated technology allowing drivers to connect with their smartphones.

This past November, Ford ramped up its connected car initiatives with a complementary mobile application for the 2017 Escape SUV, the first model to receive the brand's Sync Connect treatment (see story).

IPhone users will now be able to maximize their smartphone usage even while occupied behind the wheel, thanks to the hands-free technology. Consumers may access the voice assistant by pressing the ?Push to Talk? button located on their steering wheels, an action similar to activating Siri on a personal device.

Drivers may then speak to Siri and request a variety of tasks to be completed, ranging from asking for weather updates to selecting music to play during a journey.

Additionally, users can ask Siri to call contacts saved in their virtual address books, locate phone numbers for local establishments, set alarms and reminders, receive directions and send and receive text messages.

?While audio recognition and contact calling abilities have existed in modern day cars for several years, a full integration with Siri could provide a much broader set of commands that consumers can control via audio commands,? said Shuli Lowy, marketing director of mobile at Ping Mobile, New York.

?It?s a great way to encourage drivers to keep their eyes on the road at all times,? she said. ?More importantly, it would provide a better driving experience for Ford drivers and more incentives for those drivers to stick to Apple products.

?If the program gets substantial traction it may also present opportunities for advertising down the road. Ford?s monumental step to integrate Siri into their vehicles speaks volumes to the digital vision of IoT (or Internet of Things), where all items consumers interact with have integrated digital experiences that can communicate with each other.?

Customers must initially connect their mobile devices to the Sync system. However, the notion that these tasks may be conducted without the presence of a smartphone will likely appeal to many digitally-savvy consumers.

Cars going mobile
Ford?s move to offer Siri as an in-vehicle passenger may force similar manufacturers to sit up and take notice. A significant amount of major car brands have been integrating car connectivity into their marketing strategies, although voice-activated technology has not been at the forefront.

Hyundai is one of the companies paving the way for automotive manufacturers seeking to cater to mobile-savvy car owners by rolling out an augmented reality manual app that brings accessible how-to information to smartphones (see story).

However, Ford must also ensure that it does not alienate Android customers by looking to identify voice-activated help that is compatible with all platforms.

?Several high-end vehicles already have a concierge service that allows users to press a button to be connected to a human assistant who can provide directions, recommendations, or other concierge-like services,? Ms. Lowy said. ?If successful, the Siri Eyes-Free program could provide a cheaper, scalable alternative to staffing a virtual concierge.

?Working with Siri instead of a human concierge services can also provide added value as Siri is integrated with consumers contacts and calendars?enabling the voice command to reach out to contacts and make edits to a calendar.?

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York