My answer, without equivocation, is no. TomTom, Garmin, and Magellan might be disappointed. And yes, I know there are $100 iPhone apps out there which provide the same service. Take a look at the Lexus Navigation System, the Audi Navigation system, and the BMW Navigation system in their 2010 flagships and see if the iPhone will suffice.
It is easy to forget how far car navigation has come. 10 years ago, car navigation simply entailed a series of maps uploaded onto a CD or a DVD. GPS would find the car’s location and triangulate it to the map on the screen. Voila. Today, everyone with a smart phone has Google Maps and/or Mapquest. You could argue these applications aren’t as responsive. Fair enough, grab a TomTom and Garmin, problem solved, right? Not exactly.
Car makers are smart. They know the navigation package has the highest mark up. They have been charging inflated prices upwards of $5000 for the “technology package” for ages. The selling point is convenience and the pretentious right to say “I got a BMW with Nav! Top of the Line!” as opposed to “I got a BMW.”
Luxury car makers are successfully distancing themselves from TomSquared and company. Mercedes Benz now offers a Navigation system with a 6 disc DVD player. The Lexus navigation system will not only give you active traffic updates but also update you on how your stocks and Lakers are doing. Audi’s navigation system takes it one step further and adds a TV tuner. Great, now you can connect to your phone via bluetooth and vote for your favorite American Idol all while zooming up the on ramp.
Like Ophelia, no one out-crazy’s BMW. On board the BMW navigation system is an 80 gig hard drive. With the hard drive comes a CD/DVD reader and a USB port so you can not only upload songs, but movies, files, documents and family photographs as well.
How do you make something good better? Just add Google. Yes, BMW navigation system will integrate with Google. You can “tell the car” where you will be traveling while enjoying the morning coffee on your desktop. When you jump in the car, the navigation is already there. Gmail fan? Great, now all your contacts can be uploaded into the BMW Navigation system – this means the physical address will be marked on the map along with names and numbers. Scroll to John, click the home/office address, and you have directions. Simple. Want to text him instead? BMW now has Google voice recognition built in, say it and it shall be texted. Voice enabled Google search is there too. Somewhere KITT is rolling in its grave..
Would I pass over Garmin and pay $5000 for a car navigation system? If that’s what it takes to say, “I got a BMW with Google! Top of the Line!”