The "pimping your ride" term, as popularized by an MTV reality TV show, is no longer just for the superrich. This is because automakers are now adding high-tech perks to their lineups to attract more customers.
You do not have to beat the wealth of Oprah Winfrey or Bill Gates to own the most fascinating vehicle on the road. The oohs and ahhs of modern vehicles could now be enjoyed by commoners and ordinary folk at a not-so-expensive amount. Enthusiasts may no longer worry about aftermarket accessories after making an auto purchase - the modern perks are now included in some car packages.
"The technology is what gets people the most," said Priest, a 23-year-old lab technician at The Scripps Research Institute which is based in San Diego. "They don't really care anymore about what's under the hood. It's all about what's in the car now."
One stunning feature that is now increasingly sold even on modestly priced vehicles is the telematics - otherwise called dashboard electronics. General Motors Corp. and Honda Motor Corp. have included the technology even into the low-end product lines. Tech perks enthusiasts are jubilant to know the feature can already be had affordably.
There are also automobiles which are given specially ordered options that cover a range from air-conditioned glove compartments, heated cup holders, voice-activated navigation systems, rear-facing cameras, and keys that automatically unlock cars as soon as the holder is within three feet from the vehicle.
Other high-tech perks offered by automakers include sophisticated dashboard video displays, auxiliary jacks for portable music players, and Bluetooth wireless for hands free cell phone calls. These perks are now often factory-installed. iPod integration kits are now available for an additional $150 to $200. The kit allows drivers to manage the portable player from steering wheel buttons while keeping the device hidden.
The Consumer Electronics Association estimates that U.S. factory-to-dealer sales of in-vehicle technologies will rise to $9.6 billion in 2007 from the previous $8.5 billion in the year 2006. "You don't have to spend a lot of money to get the toys," said Stuart Draper, the operations manager at a Chrysler Jeep dealership in San Francisco.
Priest's Acura which is priced at $35,500 has enough perks to offer a taste of lavishness. The car's navigation system can change radio stations or the climate by voice command. The car is not only limited to common offerings like , radiator, suspension and filters. Now, the car means more than the usual to remind its owner that he is in the digital era.
Priest said his geared-up Acura is a far cry from the 1995 Ford Thunderbird he used to drive. "It had power seats," he concluded, "and that was about it."
Phil Magney, a Telematics Research Group analyst, estimates that Bluetooth hands-free systems will be available in 37 percent of 2007 models, up from 28 percent last year. He added that voice-recognition controls will rise to 59 percent from 39 percent and iPod-integration will jump to 47 percent from 12 percent.
