Ford Motor Company (NYSE:F) has announced that they are bringing back traditional knobs and buttons to their interactive dashboards inside vehicles. According to the Wall Street Journal, Ford VP of engineering for product development Raj Nair said that car owners have complained that their systems make it difficult to switch radio stations and to adjust the volume. Ford’s in-vehicle entertainment systems is currently powered by touch-screens and voice recognition.
Ford is reintroducing physical controls after spending a lot of time with “customers to find out what exactly are the areas that are bothering them.” Ford integrated SNC and MyFord Touch ins about 79% of their vehicles sold in 2013. Ford claims that they have double the sales mix of infotainment systems sold with Honda and Toyota vehicles.
Ford said that car owners that have SYNC and MyFord Touch installed have a larger rate of satisfaction over those that do not. This is largely due to access to apps like Pandora, iHeartRadio, Amazon, and Spotify.
MyFord Touch and SYNC has been one of the major reasons why Ford has dropped in terms of consumer reports. Ford’s 2011 and 2012 rankings took a hit in the J.D. Power & Associates Initial Quality Survey and Consumer Reports put together an article in August 2012 that states “why the MyFord Touch control system stinks.”