Ford Goes Euro-style with SYNC

While Chrysler used the streets of Detroit for its fantastic Super Bowl commercial with Eminem rolling in a 200, Ford engineers have done that one better by using the D and its environs to represent Western Europe in the development of its Ford SYNC Emergency Assistance function for the Euro market.

While Chrysler used the streets of Detroit for its fantastic Super Bowl commercial with Eminem rolling in a 200, Ford engineers have done that one better by using the D and its environs to represent Western Europe in the development of its Ford SYNC Emergency Assistance function for the Euro market. Specifically, “Germany,” “France,” and “Italy,” were programmed such that they were located within the borders of the I-96 and Southfield freeways, Telegraph Road and Michigan Avenue. “Spain” was made up of locations falling within the borders of freeways I-275 and I-94, along with Telegraph Road and Michigan Avenue.

The issue is one of languages and borders. For example, if someone from Germany drives into France and gets into an accident, the system needs to know (1) the proper language to use to contact local responders and (2) the language of the driver. The location of the vehicle is based on GPS coordinates. So, in effect, the Ford engineers in Dearborn spoofed the system into “thinking” it was in Europe.

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Said Ed Pleet, business manager, Ford Connected Services, “We could easily camp out on the simulated border of Germany and France, driving back and forth, and see if the software was accurately determining location and language.”

He added, “Creating the mini Europe here in Detroit allowed us to do both simulated and real-world testing in a fairly short amount of time and still deliver a robust product.”

That’s “Imported from Detroit.”