By Carolyn Slater

Earlier this year I leased a new car. I carefully and thoughtfully made my selection based on a number of criteria which utilized both sides of my brain. Value for money, reliability, safety ratings, and MPG were dutifully examined by the left side, while sleek lines, 6-speed and 200 horsepower got the attention of my right brain. The nifty lip spoiler was approved by both sides.

I never really factored in the integrated electronics of the car as a major aspect of my decision. My previous car had a fantastic audio system but being a 2003 model, didn’t have anything else of note beyond an am/fm radio, a single-CD player, and 10 speakers. So when the salesman was rambling on about the integrated touchscreen control panel, Bluetooth, and satellite radio, in addition to the radio, 6-CD player and multiple speakers and woofers, I kind of tuned out and gazed lovingly at the alloy wheels and low-profile sport tires instead.

So it was with considerable surprise that I found myself a few weeks later gushing to someone about the fantastic electronics in my car. How the integrated Bluetooth had changed my life to the extent that I actually now wait to call people (completely hands-free) until I’m in my car with the whole conversation taking place through the speaker system. Before even making a call, I’m secretly (well not now – you all know) delighted by the way my car and Blackberry seek each other out. When I get in the car, the car’s system flashes yellow while it searches to see if I’ve brought my phone with me and then jubilantly goes steady green when he tracks her. The Blackberry’s LED modestly glows blue when she’s reunited with her mother-ship. One day I ran an errand with just my wallet and not my purse containing my phone and the car’s light just remained a sulky yellow like a despondent ET not able to “phone home”.

And, don’t even get me started on Satellite radio and my joy at being able to listen to the BBC on the radio again. I’m an ex-pat Brit, so the BBC is like my news life-blood. i claimed to be someone who didn’t believe in paying for radio when you could get it for free but two months into the 6-month free trial, I was hooked. Like an addict I found myself justifying paying a monthly fee for something I “needed”. I’m embarrassed to admit that since having satellite I’ve never once listened to free commercial radio (hope Dave Wilson isn’t reading this).

In case you’re wondering why I haven’t mentioned GPS, I already own a portable GPS system which I use extensively. I purchased the GPS about three years ago and it has been invaluable both in my own car and in rentals in distant cities – which is why I prefer the portable over the in-car version. If my new car had come equipped with an integrated GPS I can assure you I would put that to good use too.

I’m a middle-aged woman so I’m probably not the typical demographic for up-selling in-vehicle electronics but in the words of the Monkees (courtesy of “60s on six” on Sirius) “Now I’m a believer!” So I’ll definitely be visiting the automotive electronics exhibits in the North Hall at CES in January as well as listening to the keynotes from Ford and Audi to see what I should be looking for in my next car. And car manufacturers and dealers take note, and think about having your marketing and sales team develop some campaigns and materials that actually take time to explain to non-traditional customers like me, how they will use these products every day and how they enrich your life and your driving experience.