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.
Mercedes and BMW have launched car sharing programs in the US and Germany. Auto manufacturers like BMW and Mercedes realized that there are real pressures, both economic and environmental, applying downward pressure on ownership. These auto makers are bringing a little bit of luxury to the car-sharing market.
Fiat are giving potential customers the chance to build and customize their dream vehicle online using the latest video configuration software. Consumers can choose from different colours, engine sizes, wheels, fabrics and can even finish off their design with matching key fobs, gear shift knobs and sport trim options. At the end of the process consumers are presented with their very own video to email to friends.