Analysis and Recommendation Regarding Technological Developments in Automobiles - Essay Example

whatsmy XYZ.com JimPress@XYZ.com Analysis and Recommendation Regarding Technological Developments in Automobiles Dear Jim Press: The analysis of the latest technological developments in the automobile industry has been accomplished with the final report contained in the attachment. Contained in the report are the details of the technology - its features, application and identification of companies who have already made use of it- and a critical discussion of the opportunities and threats these technologies pose to the company. Research and Analysis indicates that Enhanced Infotainment Systems with voice command features, Electric Car Technology and Next Generation 3D Modelling Navigation Systems are the latest trends in the automobile industry. These technologies can serve as opportunities for the company to maintain its edge over other car companies. The company should provide more attention on the entertainment functionality thru the adoption and improvement of infotainment systems, develop self-recharging car thru the use of solar panels instead of improving car electric car technology and the adoption of 3D modelling systems. For complete information, please refer to the attachment. Sincerely, (Whatsmyname) Business Analyst Analysis of Technological Developments in the Automobile Industry The thrust of Toyota Motor Corporation regarding the use and integration of technology is divided into three fronts - Environmental Technology, Safety Technology and Intelligent Transport Systems (ITS). A look into Toyota's technological portfolio reveals that it has been at the forefront in developing and incorporating hydrogen based fuel cells for cars. It is also currently engaged in developing technologies that provide dependable safety, increased vehicle functionality and enhanced transport systems. (Toyota Motors 2007a; 2007b) There is currently the trend towards incorporating sophisticated computer platforms in automobiles. However, Toyota has been focused only information service platforms that improve vehicle safety and decrease driver attention requirements while other vehicle companies such as Ford have widen their platforms to include software and hardware applications that enhance the traveling experience. This includes software that supports various entertainment media such as MP3 players, internet, television programs and other sensory enhancing features. Ford has been the talk of the town to its project called Sync developed in partnership with Microsoft. The said car digital platform offers universal media player, a phone system with Bluetooth and text-messaging system with one unique and interesting feature - all of its functions and features can be accessed thru voice commands. It even includes a feature where incoming text messages can be read out by the computer or outgoing messages can be dictated and translated into texts. Sync eliminates the cumbersome adjustments of the music player and enables the driver to communicate to other people without making him loose to much focus on is driving. Chrysler has also unleashed its MyGIG platform which also offers enhanced viewing and listening of videos and music. It also voice command enabled with provisions for touch screen adjustments. Toyota is very limited regarding this endeavour although it states that it is keen to increase vehicle functionality in the ITS front. (Saltzman 2007) Increasing concerns regarding fuel efficiency and environmental impacts of car emissions have inspired Toyota to develop cars that give more mileage and less toxic chemicals during fuel combustion. Technological improvements in battery storage have enabled General Motors to develop the EV1. The said car has been reportedly shelved (CBS News, March 11, 2003) but has been made available in 2006. The battery technology in EV1 offers more electric power at less space and weight requirements as compared to previous design of electric cars which has a high reliance on gas engines because of the limited capacity of the battery. (Buying Advice 2007) Next Generation Real Time 3 Dimensional Navigation and Traffic system are also becoming increasingly available. This technology involves the construction of 3D representations of the present traffic environment including buildings, traffic concentration, traffic composition and topography views. The current technology even allows for the determination of possible routes when congestion is detected. What is unique in this new generation of navigation systems is that it presents real time conditions allows its features to be accessed thru voice commands. One example of such a system is called Acura which was developed by the Telematics Research Group (TRG). (Telematics Research 2007) Inclusion of Infotainment Technology Toyota has developed its own entertainment platforms but it has been lagging in incorporating computer technology. The Sync and MyGIG platforms offers the same basic services but in a more stylish and technological advanced way. What this means is that the company can readily provide a more enhanced infotainment system considering that it only needs to incorporate the command and wireless network technology. This technology can be easily acquired. Toyota should make use of its experienced Japanese research teams and collaborate with researchers from major universities so as to facilitate the incorporation and to develop efficient power utilization of the system as it is certain that this kind of system will be energy intensive. The company should also offer the system as an add-on so that the customer has flexibility in his choices. There should also be provisions for security and accessibility to the voice command system much like a voice recognition feature so as to prevent other people from accessing the system and giving conflicting orders. In addition, a system that could determine whether the occupant of the vehicle is in danger thru voice analysis should be developed. The system works by notifying the authorities regarding the situation that the driver is in. This could prove to be useful especially in cases where the automobile has been forcefully taken over. Improvements in Alternative Fuel Technology Electricity is derived from fossil fuels, nuclear power, water, solar, biological and wind sources. Using electricity as fuel is environmentally friendly since it does result to any emissions but it is not necessarily cost efficient. The generation of electricity requires the usage of power from other sources which are costly. Fossil fuels, for example, are rising in prices. Dams, solar farms and windmill farms are all environmentally damaging and costly to build. Furthermore, these sources would also involve the use of fossil fuels especially in its transportation and the running of required machinery. The company should therefore focus on producing a vehicle that makes its own energy to run. The current technology regarding self-recharging cars is the use of solar panels that make up the body of the car itself. This technology is already available and should be acquired. There should still be a provision for gas engines for situations such as prolonged cloudy seasons. Cars that do not require gasoline are good news to many people especially now that oil prices are forecasted by the Center for Global Energy Studies to continuously appreciate due to the low supply as opposed to the ever increasing demand. (StockHouse 2007) Provision for Next Generation 3D Navigation Systems Global Positioning Systems Technology is not new to the world of automobiles but 3D modelling is certainly cutting edge technology. This system is particularly useful especially for customers who are adventurous in nature or for those who need it in their sports car for better visualization of their traffic environment. These systems which are supposed to be expensive are actually dropping in prices - from $3,000 to $1,000 in only 2 years. A market research firm call CSM estimates that the demand for such systems will grow from $3.2 billion today to $5.4 billion by 2010. This only indicates that incorporating this technology could prove to be a profitable venture. (Red Herring 2007) References: Buying Advice. 2007. General Motors Developing New Electric Car Technology Retrieved December 2, 2007 from http://www.buyingadvice.com/new-electriccar-technology.html RedHerring. 2007. Navigation Catches on. US: Red Herring Publications: 25 (3): 19-20 StockHouse. 2007. Oil-CGES Forecast. Retrieved December 2, 2007 from http://www.stockhouse.ca/bullboards/viewmessage.aspno=16968758&t=0&all=0&Tabl eID=0$ Saltzman, Mark. 2007. Ford Goes High Tech with Sync. Tech and Gadgets: 27(4): 31-36 Telematics Research. 2007. Skoda Showcases New Navigation System, featuring HDD. Japan: Telematics Research Publications Toyota Motors. 2007a. Toyota Technology. Tokyo: Toyota Semi-Annual Report. Toyota Motors. 2007b. Increasing vehicle Functionality. Tokyo: Toyota Semi-Annual Report. Read More