Skip to main content
Sister Publication Links
  • Automotive News
  • Automotive News Europe
  • Automotive News China
  • Automobilwoche
Subscribe
  • Subscribe
  • login
  • HOME
  • News
    • News by Brand
    • Auto Shows
    • Photo Galleries
    • Automakers
    • Suppliers
    • Retail
    • Dealer Best Practices
    • Government Relations
    • Trade and Tariffs
    • Technology
    • Labour
    • carnival_2.jpg
      view gallery
      5 photos
      2022 Kia Carnival
      mercedes_c-class_2021_9.jpg
      view gallery
      13 photos
      Mercedes-Benz C-Class
      ioniq_5_ext_1.jpg
      view gallery
      8 photos
      Hyundai Ioniq 5
      is500_4.jpg
      view gallery
      8 photos
      2022 Lexus IS 500 F Sport Performance
    • 1PLANT-MAIN_i.jpg
      How suppliers and automakers saved the industry amid a pandemic
      Automakers, suppliers tackle new crises together
      HONDA_20190508_FINAL.jpg
      Honda, Toyota most preferred by suppliers
      Lawsuit challenges Trump's authority on steel, auto tariffs
    • Martinrea Executives
      'It's time to move on': Martinrea executives call for end to travel restrictions
      Project Arrow Design Rendering
      Meet the student design team behind Project Arrow
      Martinrea headquarters
      Martinrea caps tough year with Q4 profit-drop of 12%, but sees potential in EVs
      chrysler-pacifica-interir-pinnicale-passenger-seating-10.jpg
      Foam shortage looms over seating suppliers, auto production
    • Why Canadian dealers have the Lone Star State in their eyes
      Challenged Infiniti is looking for a rebound
      Digital greeter named Janus pre-screens showroom customers for COVID-19
      B.C.'s OpenRoad group looks to become 'a national brand' with Ontario expansion
    • Luxury dealers break new ground with online purchasing, servicing tools
      Digital greeter named Janus pre-screens showroom customers for COVID-19
      How a small-town GM store casts a wide net to land customers and stay successful
      How dealers turn tires into a revenue stream and new-car sales
    • 6NAFTA-5.jpg
      Some Mexican automakers want more time to meet USMCA rules, official says
      Japan Prius prod 20 web.jpg
      Japan may ban sales of new ICE vehicles in mid-2030s, report says
      Ford Explorer 2016-MAIN_i.jpg
      Ford recalls 25,200 Explorers in Canada for suspension problem
      Biden? Trump? Either way, Canada faces big choices
    • Canadians should remain on guard when it comes to trade under Biden
      Biden? Trump? Either way, Canada faces big choices
      TrumpReuters.jpg
      U.S. abruptly lifts tariffs on Canadian aluminum
      trump.png
      Aluminum tariff adds wrinkle just as USMCA gets going
    • Porsche, Apple Music partner on infotainment
      Vietnam-tied hackers said to target auto industry
      Vehicle screens go super-sized at CES as tech catches up
      All in a day's work
    • Wuhan honda prod web.jpg
      Automakers push to reopen plants with testing and lots of masks
      Ford, UAW reach tentative pact in U.S. with billions worth of investment
      GM Canada says it will find 2,400 jobs for Oshawa workers
      FCA to idle Ontario minivan plant for 8 days, union says
    • Aston Martin
    • BMW
      • Mini
      • Rolls Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Fiat Chrysler
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Ferrari
      • Fiat
      • Jeep
      • Lancia
      • Maserati
      • Ram
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
    • Honda
      • Acura
    • Hyundai
      • Kia
    • Mazda
    • Mitsubishi
    • Nissan
      • Infiniti
    • Subaru
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
    • Volvo
    • Toronto Auto Show
  • Opinion
    • Blogs
    • Do automakers prioritize U.S. inventory over Canadian stock?
      BrightDrop.jpg
      Big questions remain when it comes to GM's $1-billion CAMI plant
      Bosch_information_domain_computer web.jpg
      Bosch, Continental battle to supply the brain of the connected car
      Unifor exceeded its goals during Detroit 3 talks
  • Canada Conversations
  • EVENTS & AWARDS
    • 2019 Canadians To Watch
    • 2019 Auto News Canada All Stars
    • Best Dealership To Work For
    • Canada Congress
    • Retail Forum: Dealer Discussions
    • Leading Women Roundtables
    • Dealerships reboot for millennials
      Communication is key to keeping dealership family together
      How giving back to their communities helps dealerships succeed
      Green dealerships good for business and for hiring
    • Embrace millennials and technology or be left behind, dealers warned
      walker.jpg
      Magna CEO says USMCA will mean 'more jobs, more investment' in Canada
      Top auto execs to address industry upheaval at 2020 Canada Congress
      VIDEO: Why Ford's Hinrichs is bullish on USMCA
  • Jobs & Classifieds
  • +MORE
    • NEWSLETTERS
    • SUBSCRIBE
    • CLASSIFIEDS
    • PEOPLE ON THE MOVE
    • COMPANIES ON THE MOVE
    • WEBINARS
    • ADVERTISE WITH US
    • CONTACT US
    • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. Retail
April 16, 2019 09:46 AM

Technically speaking: How dealers tutor customers on infotainment

CHARLES JOLICOEUR
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    CHARLES JOLICOEUR

    Studies show most drivers don’t have a clear handle on how to operate tech features in their vehicles. 

    As safety, connectivity and EV technologies rapidly evolve, automakers and dealerships say they are allocating more resources and exploring new ways to coach owners on how their vehicles work. 

    The goal is to help them get the most out of new technology and cut down on the distracted driving that comes from using the technology. 

    A 2017 study by the University of Utah found that the complexity of the touchscreen interfaces in vehicles significantly increased distraction. David Strayer, lead scientist in the study, said the increase in the technology and complexity of vehicles over the prior two to three years was “staggering.” 

    The study tested 30 vehicle infotainment systems and found that users needed an average of 40 seconds to program the navigation system. Moreover, each system required that the driver divert attention from the road to interact with the commands. 

    THE TRAINING CHALLENGE 

    Dealers are important for technology acceptance, according to a 2017 J.D. Power study, but there are significant roadblocks to that learning. 

    “While owners are excited by new vehicle technology, they are also often confused by it,” said Kristin Kolodge, J.D. Power’s executive director of driver interaction and human-machine-interface research. 

    For every technology measured in the study, satisfaction is higher when owners learn to operate that technology from their dealer, the study found. 

    “However, the time owners are willing to spend at the dealer for delivery is limited — sales satisfaction generally begins to decline after 25 minutes, indicating that dealers have to prioritize their time with what technologies they explain and demonstrate to new owners,” Kolodge said. 

    INFOTAINMENT 101 

    To help buyers with technology away from the store, Toyota Canada has made available a series of videos online, titled “Know Your Toyota,” to help new owners understand specific functions of their vehicle, such as the company’s new Entune infotainment system. 

    Romaric Lartilleux, a spokesman for Toyota Canada, said vehicle delivery is designed to be interactive and tailored to each customer. 

    “We have processes in place that include a presentation of the various safety systems of the Toyota Safety Sense as well as the Entune technology,” Lartilleux wrote in an email to Automotive News Canada. 

    “We help customers pair their phones with the handsfree system and Apple CarPlay and introduce them to the Entune system and related service.” 

    Scott Chapman, business manager at Porsche Centre Calgary, said the dealership schedules meetings specifically to explain technology to customers. Sometimes more than one meeting is needed, especially when it comes to luxury vehicles. 

    “Once we know the car is on its way, we schedule a pre-delivery meeting with the buyer to go over various technologies. This way they get a glimpse of the major functions and how they can be used, before delivery. 

    “There’s also an app they can download which provides detailed information on the operation of their vehicle’s features. This app can serve as a quick reminder for different functions after purchase as well.” 

    When the vehicle arrives, delivery specialists will spend 30-90 minutes explaining the car to the new owner, Chapman said. Most of that time is spent on the infotainment system. 

    “Some clients like to spend as much time as possible going over everything. Others prefer to get the basic information now and come back later if they have questions or need a demonstration of a specific feature. We believe in tailoring the learning experience to each client.” 

    The automaker is also providing training to its dealers, Chapman said. 

    “Porsche wants us to be able to answer questions when a customer walks in. We use online training programs to familiarize ourselves with recent technologies.” 

    Advanced vehicle drivetrains also have a learning curve. At Nissan dealerships certified for electric vehicles a dedicated expert is available to answer questions and tell new owners about the Leaf EV, said Ken Hearn, Nissan Canada’s director of customer quality and dealer-network development. 

    “At the delivery, the Leaf specialist is able to educate the customer on the use of the technologies offered in the vehicle [and] also on the charging operation, as well as provide the customer with tools to become familiar with the charging network on the roads.” 

    Managing Editor Grace Macaluso contributed to this report.

    RECOMMENDED FOR YOU
    Snap-on snaps up Canadian fixed ops software firm Dealer-FX in US$200 million deal
    Recommended for You
    Snap-on snaps up Canadian fixed ops software firm Dealer-FX in US$200 million deal
    Snap-on snaps up Canadian fixed ops software firm Dealer-FX in US$200 million deal
    Why it remains a seller's market when it comes to dealership mergers and acquisitions
    Why it remains a seller's market when it comes to dealership mergers and acquisitions
    Rapid RTC sold to Keyloop, a U.K.-based software developer
    Rapid RTC sold to Keyloop, a U.K.-based software developer
    Sponsored Content: The Road Ahead: Consumer Trends in Automotive
    Digital Edition
    View latest issue
    See our archive
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up today for our Weekly Newsletter, Daily Newsletter and Breaking News Alerts. We'll deliver the news you need to know straight to your inbox.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Subscribe Now

    An Automotive News Canada subscription includes 12 monthly issues – delivered in print to your doorstep, and digitally to your inbox – plus unlimited, 24/7 access to our website.

    Subscribe Now
    Connect With Us
    • Facebook
    • Twitter
    • Instagram

    Our Mission

    The Automotive News Canada mission is to be the primary source of industry news, data and understanding for the industry's decision-makers interested in Canada.

    Contact Us

    PO Box 243
    Station A
    Windsor, ON
    N9A 6K7

    1-877-812-1257

    Email Us

    ISSN 2475-5001 (print)
    ISSN 2475-501X (online)

    Resources
    • About us
    • Contact Us
    • Digital Edition Archive
    • Advertise with Us
    • Reprints
    • Ad Choices Ad Choices
    • Sitemap
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Canada
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • News
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Fiat Chrysler
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Ferrari
          • Fiat
          • Jeep
          • Lancia
          • Maserati
          • Ram
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
        • Honda
          • Acura
        • Hyundai
          • Kia
        • Mazda
        • Mitsubishi
        • Nissan
          • Infiniti
        • Subaru
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
        • Volvo
      • Auto Shows
        • Toronto Auto Show
      • Photo Galleries
      • Automakers
      • Suppliers
      • Retail
      • Dealer Best Practices
      • Government Relations
      • Trade and Tariffs
      • Technology
      • Labour
    • Opinion
      • Blogs
    • Canada Conversations
    • EVENTS & AWARDS
      • 2019 Canadians To Watch
      • 2019 Auto News Canada All Stars
      • Best Dealership To Work For
      • Canada Congress
      • Retail Forum: Dealer Discussions
      • Leading Women Roundtables
    • Jobs & Classifieds
    • +MORE
      • NEWSLETTERS
      • SUBSCRIBE
      • CLASSIFIEDS
      • PEOPLE ON THE MOVE
      • COMPANIES ON THE MOVE
      • WEBINARS
      • ADVERTISE WITH US
      • CONTACT US
      • DIGITAL EDITION