Ford reduces the price of its SYNC in-car communications system

Article by Christian Andrei, on August 1, 2011

The Ford Motor Co. is reducing the price of its in-car communications system, which allows drivers to make hands-free calls, in order to boost sales of this device as many states are banning the use of mobile phones while driving a car. Specifically, the price of the Sync system will drop to $295 on 2012 Ford models, which is $100 lower than the option's cost on current model year vehicles, according to the company’s statement.

The company further stated that the 2012 Explorer and the 2012 Edge crossover will be first to offer Sync at the lower price. According to Ford, the Sync system is an essential consideration in 50 percent of purchases. The system is also available on almost all vehicle models.

Ford has sold more than 3 million cars with the Sync system, which features an automated emergency calling service, voice-activated control of the vehicle’s music player, and the capability to make hands-free calls.

The company also stated that it supports proposed U.S. legislation for a ban on the use of hand-held phones while driving. New York and California, among ten states, already implemented the ban. While in 34 states, drivers are not allowed to send text messages while driving.

Even with the basic package, Ford customers will be able to access a number of hands-free features and services that allowed SYNC to become one of the must-have technologies. In fact, over 76 percent of current SYNC users say they would recommend this communication system to others. As a starter, SYNC basically includes hands-free, voice-activated calling through a Bluetooth-connected mobile phone as well as hands-free, voice-activated control of a USB-connected music player. Moreover, the base package includes the 911 Assist automated emergency calling service that comes free of charge through the vehicle’s lifetime.

The base package of the SYNC also includes Vehicle Health Report on-demand diagnostic and maintenance information service. Interestingly, those who availed of the base package may optionally purchase a SYNC Services subscription -- for $60 a year – to add a cloud-based network of services. These services cover turn-by-turn directions and traffic reports, as well as business search information with available live operator assistance. Ford dealers themselves are thrilled to offer SYNC to their clients and customers.

One of these dealers is James T. Seavitt, president of Village Ford in Dearborn, Mich. Seavitt quipped that the subscription may go higher with the new SYNC pricing and base model availability, admitting that around 75 percent of Ford vehicles in his dealership feature SYNC.

He remarked that customers usually inquire about SYNC as they learn more about the advantages and convenience of hands-free connectivity while driving. Seavitt commented that the SYNC price drop should allow dealers to persuade customer to purchase SYNC-equipped vehicles. The effect should be easily felt with the Ford Edge and Explorer, with its SYNC-enabled versions accounting for over 80 percent of units sold.

With the price drop, SYNC-enabled versions of the Edge and Explorer should account for over 95 percent of the models sold. Ford is planning to launch the new SYNC pricing and choice strategy across its entire vehicle lineup in North America in the next three years. Following the 2012 Ford Explorer and Edge, the strategy should include the 2013 Ford Taurus, Focus, Escape and Flex.

Press Release

Ford Drops Price of SYNC by $100, Making Hands-Free, Voice-Activated In-Car Connectivity More Affordable, Available to All

Ford initiates new pricing strategy for SYNC®, making the hands-free, voice-activated connectivity system more affordable for customers; dropping option price to $295 makes SYNC the most capable and most affordable system on the market

Launching first on the 2012 Ford Explorer and Edge, SYNC will now be available as optional equipment on base trim levels, marking broader availability and more choice for customers

Making hands-free technology more affordable and available comes on the heels of Ford becoming the first automaker to announce its support for a nationwide ban on the use of hand-held mobile devices while driving

DEARBORN, Mich., August 1, 2011 – Ford is making hands-free, voice-controlled in-car connectivity even more affordable, announcing both a $100 price drop for Ford SYNC® along with expanded availability by offering it as an option on base trim levels for the first time.

"Ford SYNC is making a difference. Our customers love it and recommend it, and our dealers want it on more products," said Ken Czubay, Ford vice president, U.S. Marketing, Sales and Service. "SYNC already has brought hands-free, voice-activated in-car connectivity to millions, helping keep drivers' eyes on the road and hands on the wheel. Now, Ford is making it even easier for customers to afford exactly what they want."

The move marks the company's latest push to make voice control the primary and safest way for customers to access their favorite mobile devices while driving – a capability more and more drivers are clamoring for, according to the Consumer Electronics Association (CEA).

In a 2010 study, the CEA found that 55 percent of smartphone owners, for example, prefer voice commands as their primary in-car user interface. SYNC users agree, with internal Ford research showing more than 85 percent say they use voice controls while driving, up from 60 percent in previous studies.

This month, Ford became the first automaker to openly support the Safe Drivers Act of 2011, proposed federal legislation for a nationwide ban on the use of hand-held mobile devices while driving. To date, 10 states, including California and New York, have legally banned talking on a hand-held cellphone while driving, with many local municipalities also following suit enacting their own set of restrictions. Text messaging while driving is banned in 34 states.

The new SYNC pricing and choice strategy for 2012 ups the ante on how Ford is translating this trend into real-world actions that offer smarter in-vehicle connectivity solutions for customers.

"As the list of states banning hand-held calls and texting while driving continues to grow and legislators ponder a nationwide ban, Ford is strengthening its leadership position as the only full-line automaker with plans to offer available hands-free mobile device connectivity on 100 percent of its passenger vehicle lineup," said Czubay.

SYNC has been installed already on more than 3 million vehicles since its debut in 2007.

The new pricing strategy makes SYNC the most capable and most affordable in-car connectivity system in the industry. The new pricing will be available first on the 2012 Ford Explorer and Edge base models. Customers who opt for SYNC will pay only $295 for the award-winning in-car connectivity system, previously priced at $395. In addition, SYNC will now be available on all trim levels, as the availability chart of the 2012 Ford Edge shows:

Ford Edge Trim Level

2011 Model SYNC Availability
SE: Not available
SEL: Optional
Limited: Standard
Sport: Standard

2012 Model SYNC Availability
SE: Optional
SEL: Standard
Limited: Standard
Sport: Standard

With the base SYNC package, customers will enjoy the core hands-free features and services that have quickly established SYNC as a must-have technology, with more than 76 percent of current SYNC users saying they would recommend the system to other customers. Those features include:

Hands-free, voice-activated calling via a Bluetooth®-connected mobile phone
Hands-free, voice-activated control of a USB-connected digital music player
911 Assist™, the automated emergency calling service that is free for the life of the vehicle
Vehicle Health Report, the on-demand diagnostic and maintenance information service

In addition, customers who choose the base package will have the option to purchase a SYNC Services subscription, which expands voice-controlled features to include a cloud-based network of services. These include turn-by-turn directions, traffic reports, and business search information with available live operator assistance if needed. A SYNC Services subscription costs only $60 a year, besting the telematics services offered by the competition.

Ford dealers are excited about the prospect of being able to offer SYNC to a larger population of their customers.

James T. Seavitt, president of Village Ford in Dearborn, Mich., says he wouldn't be surprised to see those rates soar even higher with the new SYNC pricing and base model availability. Seavitt admits that approximately 75 percent of the vehicles he currently sells have SYNC.

"Customers frequently ask about SYNC in our dealership as they continue to hear more about the benefits and convenience of hands-free connectivity while driving," said Seavitt. "This move from Ford will help dealers put more customers in SYNC-equipped vehicles so they can experience why using their voice to control their favorite mobile devices in the car is a smarter choice."
On Edge and Explorer alone, SYNC has already been a big hit on the showroom floor, with current take rates above 80 percent. With the new pricing strategy, SYNC is now expected to be installed on more than 95 percent of models sold.

During the next three years, Ford will introduce the new SYNC pricing and choice strategy across the entire North American Ford vehicle lineup.

Vehicles next in line after the 2012 Ford Explorer and Edge include the 2013 Ford Taurus, Focus, Escape and Flex.

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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 166,000 employees and about 70 plants worldwide, the company's automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit

Topics: ford, sync, price

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