Ford Motor Company is ramping 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. 

Ford is hopping on the bandwagon of automotive manufacturers relying heavily on mobile to draw in millennial car owners and offer convenient vehicle information at the tap of a finger. The app for the forthcoming Escape model ? the first to provide additional car interaction even from remote locations ? will enable users to 

?We do know that customers are requesting and expecting more connectivity with their phones,? said Mark Schirmer, North America product communications manager of utility vehicles at Ford Motor Company, Dearborn, MI. ?That?s the way the business is going.

?I think the expectation is that smartphones are the controlling device for a lot of [consumers? lives] and it only makes sense that they expect to be able to control their car too. You have to start offering this or customers are going to go somewhere else.?

Adding driver-assist technologies
Ford is attempting to help drivers feel more comfortable behind the wheel by tapping into mobile. The new Ford Escape SUV also contains two EcoBoost engines, which can sense when the car is idle and may subsequently shut off the engine to save fuel.

This reportedly culminates in a four to six percent fuel economy improvement for stop-and-go driving.

In addition to new in-vehicle features, such as a lane-keeping system and adaptive cruise control, Ford Escape owners may use Sync Connect to remotely interact with their car via smartphones.

Consumers will be able to start their vehicles from inside their homes or offices, a useful feature for cold weather periods or when individuals are running behind schedule. They may also unlock and lock their cars via their mobile devices, as well as access to important information including fuel levels, battery and tire pressure.

Ford is acknowledging that automotive marketers must leverage digital channels to stay competitive in the tight space, especially as consumers demand ways to control and connect with many of their smart appliances. Additionally, users may want to schedule future vehicle starts in an attempt to streamline their morning commutes.

For example, someone can program the app to remotely start their car at 6:45 AM every morning if they plan to leave their home by 7 AM.

?Connected marketing is rapidly becoming table stakes, not just to reach, engage and service the elusive millennial, but to do so for everyone,? said Michael Becker, managing partner at mCordis, San Francisco. ?From an engagement prospective, the most valuable real estate in the world is now the 20 square inches of the average person?s hand. 

?With a connected device in hand, people can manage nearly every aspect of their lives, including a new Ford car,? he said. ?Ford will most certainly attract new customers, including millennials, with this feature, but, control features will not be enough to retain them.

?Ford and the rest of the automotive industry will need to expand their vision, something I am sure their scientists are working on.?

The Sync Connect system may be enabled by completing a two-step verification process to protect personal details.

Sync Connect will provide car owners with free activation for five years.

Ford also offers the Sync AppLink in-vehicle platform to allow consumers to issue voice-activated commands to allow for hands-free driving. Users may connect to select other mobile apps, listen to Tweets and stream radio from the Web.

?Sync Connect plays a key role in Ford Smart Mobility - Ford?s plan to deliver the next level in connectivity, mobility, autonomous vehicles, the customer experience and big data,? said a spokesman for Ford. ?The technology provides the next step forward in enhanced vehicle connectivity, and the foundation for greater capabilities in the future. 

?Also, having connected car capability allows us to add new features and services in the future that will add value to the customer experience so that Ford is viewed as a more integral part of the customers lives beyond the wheel.?

Fueling up on mobile
Ford is joining a slew of automotive makers pushing for enhanced mobile strategy with this new update, including Tesla and Nissan.

Last year, Nissan garnered audience support for its 2015 Leaf vehicle with a participation-driven social media campaign on Twitter and Instagram and a series of online videos on YouTube (see story).

Meanwhile, Hyundai is currently 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).

While Sync Connect will be initially available for the Escape SUV only, consumers can undoubtedly expect to see a rollout for all of Ford?s lineups in the future if response is positive.

?The automotive industry is seeing nothing short of a revolution, in just the last few quarters we?ve seen, from Tesla, a simple over-the-air software update that shepherded in the commercial release of the self-driving car, Audi introducing an app-driven user manual and single-use pin codes so packages can be delivered right to the boot of your car wherever it is parked and Silver Car transforming the rental experience,? mCordis's Mr. Becker said.

?But this is just the beginning; the car of the future is a mobile computing platform and as such it will transform so much of our lives beyond getting us from point A to B.?

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