I Drive, Therefore iDrive, Other Auto Electronics, Must Improve
October 23, 2008
By Bill Visnic
DETROIT - At the Convergence 2008 Conference here, a biannual gathering of the auto and electronics industries that examines issues of meshing the two industries, automaker representatives agree electronics content in automobiles will continue to increase - while simultaneously insisting they must safeguard quality.
The quality issue resonated for most participants in a Convergence panel addressing broad issues regarding electronics usage in the auto industry.
Although not specifically mentioned, many automakers' initial quality and consumer satisfaction ratings have been stung in recent years because of unreliable - or just plain hard-to-understand - electronic components, features and software. They know many electronic features, typically meant to be innovations, have instead frustrated and alienated customers.
A prime example: the so-called "human-machine interface," or HMI, used in many high-end vehicles as a means to control sophisticated functions such as navigation and chassis-control settings. Many HMIs, such as BMW AG's now-infamous iDrive controller and Mercedes-Benz's COMAND have aggravated and even enraged owners, when in fact the systems were designed to ease the interface with complex systems such as navigation.
Improving the usability and quality of HMI systems is a prime goal in the industry.
"HMI is paramount," said Chris Thibodeau, director-global technology engineering and electrical/electronics products for General Motors Corp, which has yet to introduce a seminal HMI on the order of iDrive. "We really want to have an industry-leading HMI."
In fact, asked what single electronic feature or function is likely to emerge as a differentiator when many electronic features have become generic, most panel members here cite HMI.
Jim Buczkowski, Ford Motor Co.'s director-electrical and electronic systems and engineering implementation, said automakers likely will all focus on HMI as a way to create unique electronics "personalities" for their vehicles.
But Toyohei Nakajima, senior chief engineer at Honda R&D Co. Ltd., also said a certain familiarity for HMI controls will be desirable.
"Some kind of standardization is necessary for HMI, or the customer will be 'lost,'" he said.
Issues with HMI quirky electrical components or features have earned black marks from customers filling out initial-quality and satisfaction surveys - hardly the end result automakers - and their suppliers, often the creators of the systems - intended.
The panelists here say they and their suppliers must redouble their quality efforts, particularly in the area of software development, to assure future electronic content doesn't become the cause of ongoing consumer inconvenience and irritation.
Photo by BMW
The iDrive HMI has been a source of constant agitation for some BMW owners. This is the latest revised version in the new 2009 7-Series flagship.
Posted by Michelle Krebs at 4:01 AM under Companies , Ford , GM , Technology | Comments (0) | digg this | Seed Newsvine
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