Backseat driver game
Toyota’s own entertainment division ToyToyota has created a GPS based iPhone app called Backseat Driver. The app is actually a game in which users - especially kids - have to steer a virtual car on a road that mirrors what happens on the real road. On the way, little objects need to be picked up to gain points.
Why it matters
This example shows that carmakers are really on top of in-car entertainment too. It’s not all about pleasing the buyer or the driver of a car either – this brand thinks of the (little) passengers too. In fact the in-car experience is increasingly important for car manufacturers who see they now have a great opportunity to really connect with their consumers every time they drive.
Honda has developed a car to be exclusively marketed to women. Not only does it come in pink, the interior has a number of other features that may appeal to women such as a windscreen that helps prevent wrinkles, and a special air-conditioning system that keeps your skin moisturised.
The ‘Fiat 500 by DIESEL’ is the product of a collaboration between Fiat and well-known Italian denim brand Diesel. The model sports an interior made from Diesel denim as well as Diesel logos on the side, mirrors and hubs. The model will be produced in limited numbers with just 10,000 "by DIESEL" cars planned in the next two years.