Ford Cars With SYNC Are Selling Twice As Fast As Cars Without

You’ve heard me say this before: We’re all in the media business today. All of us with media properties, a.k.a. branded Web sites, that is.
Craig Daitch of Hipstr thinks Ford could soon be in the media business too, but not because of its advanced understanding of the Web, rather due to its vision of car as mobile media center.
Writing in Ad Age, Daitch argues:

We spend an inordinate amount of time in our vehicles. By today’s standards, some experts believe that number exceeds three hours per day. So as provoking as a thought this may be, is it difficult to imagine a time when the auto manufacturers subsidize in-vehicle technology through advertising? What brand wouldn’t want to be pervasively integrated into a vehicle’s GPS unit?

Naturally, this isn’t a popular view. People sounding off in Ad Age’s comments cite safety concerns and the sanctity of one’s car as reasons not to turn it into one more hyper-connected media center.
Scott Monty of Ford then chimes in to say, “Our first priority is safety. What we’ve done is to simplify the driver interface and keep hands on the wheel and eyes on the road.”
Monty also points readers to the following video from CES featuring Ford CEO Alan Mulally:

Ford’s SYNC is standard on all 2010 Lincoln models and available on select 2010 Ford and Mercury models.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. With brands turning to mobile advertising and sending messages to consumers through every channel possible, why wouldn’t they want to start advertising in vehicles? I went to a social media discussion last week where the example was given on brands using GPS to target consumers with offers based on their exact location. If we can soon be expecting this kind of messaging sent to our phones, we can surely expect it to be delivered via the GPS in our vehicles as well!