凱迪拉克車載通訊系統(tǒng)偷師iPhone
????它聽起來很像一款下一代的iPhone——它支持語音識別、多點觸控和滑動界面。但它并不是一款手機,而是通用汽車公司(General Motor)即將上市的新一代車內(nèi)通訊系統(tǒng),它也被稱為“凱迪拉克用戶體驗”(Cadillac User Experience, CUE)。這套系統(tǒng)將出現(xiàn)在凱迪拉克XTS車型上,作為通用的旗艦車型于明年春天上市。它也是凱迪拉克這一豪車品牌在競爭激烈的全尺寸高端轎車市場上推出的最新力作。 ????這幾年來,各大汽車都承諾要將智能手機上的一些常見技術(shù)搬到汽車的儀表盤上。但直到最近,效果還是毀譽參半。如今,消費者在不同車型之間進行選擇的時候,汽車的一些高科技功能對購車決策的影響正在變得越來越大。通用汽車也正是看準了這一點。 ????凱迪拉克XTS的競爭對手設(shè)定為寶馬(BMW)、雷克薩斯(Lexus)和梅賽德斯奔馳(Mercedes-Benz.)這一級別的豪車。通用把制勝法寶押在了高科技上,認為高科技將成為XTS脫穎而出的關(guān)鍵因素。汽車消費網(wǎng)站TrueCar的高級編輯布蘭迪?斯卡菲爾斯指出:“凱迪拉克希望讓它的品牌能夠吸引更多的年輕消費者,他們擁有iPad,對高科技產(chǎn)品了如指掌。但凱迪拉克也不想疏遠那些對高科技感到恐懼的人。”當(dāng)然它也不想疏遠公司多年的忠實客戶,他們上了年紀,對科技心懷恐懼。 ????當(dāng)然,高科技策略也并非是全無風(fēng)險的。一旦消費者覺得這個系統(tǒng)太難用,憤怒、焦頭爛額的車主就會對XTS轎車的整體質(zhì)量給予差評,凱迪拉克立刻就會遭受打擊,對品牌和銷量造成損害。福特(.Ford Motor)以及之前的寶馬公司都領(lǐng)教過高科技帶來的反噬。比如今年早些時候,在JD Power & Associates市場資訊公司發(fā)布的初始質(zhì)量調(diào)查中,福特公司的排名從第5名暴跌至第23名,給公司造成了沉重的打擊。問題就在于許多福特用戶對福特大肆熱炒的Sync界面感到不滿。福特Sync界面集成了免提電話、娛樂和語音識別功能。但有些福特車主反應(yīng),他們的智能手機無法連接汽車的免提系統(tǒng),這個系統(tǒng)按理說應(yīng)該能夠?qū)νㄔ挕⒙?lián)系人和電話號碼進行管理。 ????凱迪拉克希望憑借CUE系統(tǒng),向用戶提供盡可能多的復(fù)雜功能,讓科技達人滿意——同時又盡量對這些功能進行簡化,讓 “單純用戶”也能接受。融簡單與復(fù)雜為一爐,這可是個艱巨的挑戰(zhàn)。 ????CUE系統(tǒng)的核心是一塊8英寸的LCD觸屏,作為系統(tǒng)的主屏幕。用戶手指靠近屏幕,系統(tǒng)就會自動檢測出來,然后自動在屏幕上顯示出操作圖標。所謂的“觸感回饋”功能可以發(fā)出一次小小的震動,告訴用戶該圖標已被激活,這樣一來用戶就不必一直盯著屏幕,以確保已經(jīng)選中了某個圖標。它的觸控和翻動操作的感覺也很不錯,很像蘋果(Apple)的iPhone或iPad。據(jù)通用公司表示,這些都是汽車史上的頭一遭。 ????CUE的配對模式允許用戶最多連接10個藍牙設(shè)備。其它汽車品牌的車型可能有多達20個按鈕,但XTS轎車只有四個按鈕。為了使操縱變得簡單,很多功能都是可以關(guān)掉的。為了防止有些車主喜歡老式的按鍵式多功能方向盤,這個設(shè)計仍然會得到保留。 ????CUE系統(tǒng)的設(shè)計經(jīng)理斯圖爾特?諾里斯表示,凱迪拉克的工程人員們研究了寶馬、奧迪和奔馳等豪車品牌的系統(tǒng),這些品牌都高度依賴中控臺的控制。他說:“為了吸引用iPod的一代人,觸屏界面大行其道。另外還有一些顧客告訴我們,他們不想為了用車而再去學(xué)一些新技術(shù),我們在這些顧客身上也花了很多時間。”他表示CUE將提供“自然”的語音識別功能,這樣一來就不需要用戶去適應(yīng)這個系統(tǒng)了。 ????不過由于CUE的功能如此豐富(從集成的Pandora網(wǎng)絡(luò)收音機到老式的OnStar免提語言通訊系統(tǒng)應(yīng)有盡有),即便是最熟悉科技的用戶可能也需要接受一些培訓(xùn)。這會不會使更他們更鐘愛通用這款高調(diào)登場的新型凱迪拉克?這個問題或?qū)⒃赬TS推出后的幾個月里決定這款汽車的命運。 ????譯者:樸成奎 |
????It sounds like a next-generation iPhone -- voice recognition, multitouch, a slick interface. But it's not. Instead, this is General Motor's upcoming in-vehicle communication system, dubbed CUE for "Cadillac User Experience," due next spring in the company's flagship car, the Cadillac XTS. And it's the American luxury manufacturer's latest bid to make its mark in the hard-fought and lucrative full-size, high-end sedan market. ????For years, auto companies have promised the technologies that have become commonplace in people's smartphones would make their way into car dashboards. Until recently, the results have been mixed. Now, high-tech features are increasingly influencing shoppers to choose one model over another. And GM wants in. ????The company is betting that it can make technology a key differentiator for the XTS, which is likely to compete with some of the most expensive vehicles from the likes of BMW, Toyota's (TM) Lexus and Mercedes-Benz. "Cadillac wants to bring young buyers to its brand, buyers who already own iPads and know how to use high-tech gadgets," notes Brandy Schaffels, senior editor for TrueCar, an automotive consumer website. "But Cadillac also doesn't want to alienate technophobes" among older, longtime owners of the brand. ????Indeed, the strategy isn't without risks. If customers find the system too hard to use, Cadillac could instantly suffer as irate or perplexed drivers rate the car's overall quality as subpar, hurting the brand and sales. Ford Motor (F) -- and BMW before it -- found out the hard way about the risks of cutting-edge gadgetry. Earlier this year the J.D. Power & Associates initial-quality survey dropped Ford to 23rd place from fifth, a bad blow. The problem? Many Ford customers were dissatisfied with its vaunted Sync interface that integrates hand-free telephony, entertainment and voice-recognition. In particular, some Ford customers reported that their smartphones didn't connect well with their car's hands-free system, which should be able to manage calls as well as contact lists and telephone numbers. ????With CUE, Cadillac aims to offer as much complexity and sophistication as the driver who is tech-savvy can handle -- and as little as a "simple user" wants. But packaging simple and complex in one can be a challenge. ????The heart of the CUE system is an 8-inch LCD touch screen that displays a home screen. As the user's finger gets closer to the screen, the system detects it and makes icons appear automatically. So-called haptic feedback allows the user to sense, by way of a small vibration, that an icon has been activated -- avoiding the distraction of looking away to make sure a selection has been made. Swiping and pinching, much like on an Apple (AAPL) iPhone or iPad, are present as well. All firsts in a car, according to GM. ????Cue's pairing format allows the user to connect it to as many as 10 Bluetooth-enabled mobile devices. Buttons are reduced to four from as many as 20 on systems from other car brands. To make things simple, many of the features can be turned off. And just in case the driver prefers good old button and wheel controls on the steering wheel, they'll be there as well. ????Stuart Norris, the system's design manager, said Cadillac engineers studied systems on BMW, Audi and Mercedes luxury brands, which rely heavily on console-mounted controls. "We've been seeing a proliferation of touch interfaces for the iPod generation," he said. "We've spent time with customers who tell us they don't want to relearn technology for use in the car." CUE, he said, will offer "natural" speech recognition that doesn't require the user to acclimate the system. ????Still, even the most technologically savvy users will likely need some training with so many features — from the integrated Pandora web radio to that old stand-by, OnStar. Whether that endears them to their new Cadillac could help determine the fate of the company's most high-profile launch of the next few months. |