tech today
The Connected World In this month’s installment, we talk vehicle safety technology with Ted Cardenas of Pioneer Electronics. WORDS BY DAVE MACKINNON
Image: Lead-In.jpg Over the last six issues, we’ve taken a detailed look at some of the collision avoidance technologies available from mobile electronics retailers like yourselves. The Vision Zero Automotive Network has spearheaded this series of articles. Vision Zero’s goal is to promote the use of accident prevention technology to eliminate fatalities from traffic accidents. Vision Zero has partnered with key manufacturers and distributors from across North America to promote its goal. One of the first companies to join the Vision Zero effort was Pioneer Electronics (USA) Inc. In this article, I talk with Ted Cardenas, Vice President of Marketing and Corporate Communications for Pioneer. The Consumers’ Perception of the Connected Car One of the first topics we discussed was the perception of the connected car. For those who work in the mobile electronics industry, our interpretation of connectivity typically involves some kind of Internet or smartphone integration with an infotainment system like Apple’s CarPlay or Google’s Android Auto. Another example would be a communication system that uses a cellular data solution like OnStar to monitor the vehicle’s status or provide real-time assistance. Ted pointed out that consumers aren’t typically on the same page. Their concept of a connected car could be as simple as having Bluetooth for hands-free calling or audio streaming in their car radio. According to a recent IHS Markit’s
50 Mobile Electronics May 2021
study, the average age of a car on U.S. roads is nearly 12 years old. In Canada, according to Statista, that number is 9.66 years. Since smartphone integration technologies didn’t exist a decade ago, this explains much of the disconnect between what is available and consumer expectation. Regardless, in terms of “connecting” technology to a vehicle, the consumer’s perception isn’t wrong. In fact, it indicates our need to emphasize the technology options currently available that can make time behind the wheel more enjoyable, more convenient and even help people make safer driving decisions. There’s no denying that the task of driving should our primary focus when we’re behind the wheel. Ted added that one of the best options for allowing the driver
to concentrate and focus is the integration of voice services like CarPlay and Android Auto. Demonstrating How to Use Smartphone Integration While those of us in the industry are accustomed to using Siri and Google Assistant to send text messages, make phone calls or ask for navigation directions, the average consumer barely knows this technology exists. If someone is waiting for a remote car starter or window tint installation—when waiting in a store is permissible—offer them the opportunity to connect their smartphone to a radio that has CarPlay or Android Auto. Have a short list of “things you can do with smartphone integration” on your display and let them experience this
