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.
Pininfarina is expected to go into production with its BLUECAR electric vehicle by 2011, with an estimated global production output of 60,000 by 2012. Powered by a Lithium Metal Polymer battery pack, the car runs 250km when fully charged . The car’s running costs are extremely low at around €1 per 100km.
“Take it Easy” is a new service launched by Easy Bus, based on the "last minute" concept and on a strategy of price / seat availability (bookings and confirmations on the internet). Routes, stops and schedules are previously arranged by the client to provide a quick and easy trip through Lisbon (eg. home - office and back) in a small, comfortable bus (something between a private car and a public bus). The faster the client books his seat, the cheaper it will be. The service is monthly paid: 50% in the beginning of the month and 50% in the end.