January 6, 2011

The Video Pitch for In-Car Technology

First, it was Ford with its MyFord Touch and Sync technology. Now comes Toyota and its Entune multimedia system. For the past 2 years, the battle for new vehicle entertainment experience supremacy has taken center stage at the Consumer Electronics Show in Las Vegas. The automakers are using the show to make the video pitch for in-car technology.

Set aside the differences and advances in the technology itself for a minute. It’s not about one system being better than the other. Both of them have a high “coolness factor.” Instead, let’s focus on the angle each company takes with its demonstration video.

Toyota from 2011 CES

Ford from 2010 CES

(If you can't see the videos, click here to watch the Toyota one and click here to watch the Ford one.)

There are some distinct differences in the approaches by Toyota and Ford. Toyota’s video is bright with a daytime setting. Ford’s video is dark and set at night. Toyota uses light and upbeat background music. The music in the Ford video is more powerful and dramatic. The Toyota voiceover is soft and pleasant, while Ford’s takes a deep, authoritative tone.

The overall themes are similar: introducing revolutionary technology to create a rich in-car experience. Keep in mind when these videos were released, MyFord Touch and Entune were available only in limited release.

Which video do you think is most effective?

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