Touch-y Subject: Banishing Buttons Brings Backlash, Bragging Rights

BMW iDrive controller

In the beginning... 

Since BMW's much maligned iDrive system way back in 2001, interior designers and engineers have been trying to evolve the dashboard beyond the simple rows of buttons, switches, and dials we're accustomed to. While iDrive's mission was noble, its execution was deplorable. The system was novel, and a great "gee whiz" feature to one-up your neighbor with, but from a usability point of view it was a step backwards. Auto rags derided it, enthusiast forums roasted it, but the competitors slowly started developing their own versions. Bad execution does not a bad concept make.

Those nutty Bavarians, not willing to surrender and retreat, continued to evolve iDrive into the much more user-friendly iteration we have today. Lexus (Enform) and Mercedes (mbrace) both have iDrive-esque systems on the orderforms now, but iDrive's early introduction, despite being far from fully-baked, helped BMW establish themselves as a leader in new luxury technologies.

2008 Ford Focus with SYNC

Getting SYNC'd, Moving Forward

Fast forward to 2007, and Ford is making hay with the successful launch of their SYNC system on the new-for-2008 Escape utility and Focus car.  While SYNC's purpose was different from the all-encompassing mission of iDrive, it bundled several already available features into one streamlined, refined, and easily marketed system. By combining Bluetooth connectivity, USB audio integration, and a good voice recognition system all wrapped up in a big bow of branding, they, like BMW previously, established themselves as a leader in the in-car technology field. 

As a $295 standalone option, SYNC was a commercial success. The software-based system was quickly spread across the Ford and Lincoln range, and work on a 2nd generation system went into overdrive. For the next gen setup, Ford sought to further distance themselves from the competition with a drastic move: Moving dozens of in-car controls into a virtual dash via a large, centralized touchscreen.

When the updated 2011 models of Ford's Edge and Lincoln's MKX debuted, the button-free interior was quickly the talk of the industry. Billed as MyFord Touch (or MyLincoln Touch), the new system worked in conjunction with SYNC to control Entertainment, Navigation, HVAC and comfort, and other interior attributes via voice, touchscreen, or a few touch-sensitive "buttons" on the center stack. The design was sleek, the implementation was groundbreaking, and initial response was positive. 

It didn't take long, however, for problems to surface. Hard resets, loss of Bluetooth connection, or dreaded black screens of death were reported by owners and reviewers alike. The 2012 Focus and Explorer launched with the system largely as it was, with only a string of small software patches to correct some of the issues. While the system was groundbreaking, it was also apparently halfbaked. 

2011 Ford Edge with MyFord Touch

 Ford Calls a Mulligan

Not long after the ball dropped to welcome 2012, a completely reworked version of the software was shipped to all owners via a USB drive. Vehicles also began leaving the factory with the new setup installed, and while still not perfect, the new system largely addressed the complaints in both usability and reliability. Fonts and iconography have been refined, layout has been streamlined, and the overall user experience is dramatically improved. 

There are still complaints to be found if you poke around online forums, but hey, it's the internet: You could also find complaints if Ford elected to give out puppies and snocones just for a testdrive. 

Cadillac's 2013 CUE system

Blazing Trails Can Be Worth The Burn

Should Ford have released the 2010 version of MyFord Touch? In hindsight, maybe not. The hit they took in quality studies, consumer magazines, and auto rags did attach a stigma to the system. However, looking at the market today, Ford's early release placed them ahead of the pack and forcing others to play catch-up. GM and Toyota are just now launching their versions, and only Chrysler's uConnect comes close to the Ford system in terms of scope and operation. 

It's also key to remember that the first to the party picks the best seat. With Ford's implementation of the logical "four corners" layout (each corner of the screen denotes one of the system's four core functions) combined with color coding each function, they've forced their competitors to either develop something entirely new (a risk with a technology still foreign to drivers), or copying Ford's layout (a risk both legally and perceptionally). GM's system, which comes with different names and graphics for their four different brands, has taken a smartphone-like approach, using rows of equally sized icons to represent different functions.

While they may have taken a black eye initially with a not-ready-for-primetime product, that injury has healed and the suffering was worth it: Ford (and, by extension, Lincoln) has maintained the position they gained back with the first showing of SYNC.