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Bose, Ferrari create simply state-of-art media system
More cars are coming equipped with sophisticated multimedia navigation systems that help turn interiors into something approximating state-of-the-art sound studios. But figuring out how to use the high-tech gear is usually a frustrating experience, and definitely not something to attempt while driving.
more stories like thisThere is a solution out there - a new unit developed by Framingham-based Bose Corp. - for those who can afford a $266,000 Ferrari 612 Scaglietti. The two companies, each at the high end of its field, have collaborated on developing a simplified multimedia navigation system that comes standard with the Scaglietti.
Although the new technology will only be available on 400 expensive new cars, most of which won't even be sold in the United States, such high-end technology tends to trickle down to mainstream autos fairly quickly.
"Ferrari was a terrific partner in the development of this system," said Brandon Westley, president of the Bose Automotive Systems Division. "But you don't have to have ESP to realize that Bose will be looking to distribute this product for much broader markets."
Surprisingly, this is Bose's first automotive "audio system" or as they're now called, "head units" or "media systems." It turns out that all those Bose radios installed in automobiles all these years really weren't Bose radios after all.
"We made the speakers and amplifiers, but the head units were made by other manufacturers," said Westley. "Our name was put on those face plates because that was the most visible place."
Having the Bose name on those hybrid products also allowed the company to conduct unintended market research.
"When people had problems with those radios, who did they call? Us. Because our name was on it," said John Pelliccio, technical marketing manager for the group. "We got a lot of unsolicited information about people's likes and dislikes. We learned a lot just by listening."
Listening to an audio system in a car has gotten a lot more complex over the years, Westley said.
"It used to be simple to enjoy entertainment in your car," he said. "A couple of knobs and a few buttons on the car radio were all it took. Today's vehicles offer an endless array of new technologies, but they provide no real benefit if they're too difficult to access or control."
Bose made simplicity a goal in developing its new media system. For controls, the company went retro - two knobs and a row of six buttons (for presets).
There's also an option for voice recognition. After all, it's hard to reach over and change the station when tooling that Ferrari along Italy's A4 autostrada at more than 200 kilometers (125 miles) per hour.
Simple as it may be, the Bose system also is smart - the tuning knob senses when someone is reaching for it and responds by enlarging the text on the screen. Rotate the outer part of the knob and the system will organize the available stations by genre such as rock, classical, talk, or news on AM-FM, TV, and satellite bands.
The two knobs work in the same fashion for all functions, such as navigation, stored music selections, mobile phones, and television. (Yes, television is on the system, if it is purchased in Italy.)
"It's a system that was engineered to be used by the consumer," said Westley.
One of the "musts" on the design list was the ability to recognize and play almost every optical disc available - including CD, DVD (both audio and video), SACD, and digital storage formats MP3 and WMA - and then play them through the Bose system's 5.1-channel surround sound.
The system also includes interfaces for iPods, competing MP3 players, and USB flash devices.
It may be out of reach for most now, but in a year or two, many people should be able to enjoy at least part of the Ferrari driving experience in a much more affordable car.
more stories like thisThere is a solution out there - a new unit developed by Framingham-based Bose Corp. - for those who can afford a $266,000 Ferrari 612 Scaglietti. The two companies, each at the high end of its field, have collaborated on developing a simplified multimedia navigation system that comes standard with the Scaglietti.
Although the new technology will only be available on 400 expensive new cars, most of which won't even be sold in the United States, such high-end technology tends to trickle down to mainstream autos fairly quickly.
"Ferrari was a terrific partner in the development of this system," said Brandon Westley, president of the Bose Automotive Systems Division. "But you don't have to have ESP to realize that Bose will be looking to distribute this product for much broader markets."
Surprisingly, this is Bose's first automotive "audio system" or as they're now called, "head units" or "media systems." It turns out that all those Bose radios installed in automobiles all these years really weren't Bose radios after all.
"We made the speakers and amplifiers, but the head units were made by other manufacturers," said Westley. "Our name was put on those face plates because that was the most visible place."
Having the Bose name on those hybrid products also allowed the company to conduct unintended market research.
"When people had problems with those radios, who did they call? Us. Because our name was on it," said John Pelliccio, technical marketing manager for the group. "We got a lot of unsolicited information about people's likes and dislikes. We learned a lot just by listening."
Listening to an audio system in a car has gotten a lot more complex over the years, Westley said.
"It used to be simple to enjoy entertainment in your car," he said. "A couple of knobs and a few buttons on the car radio were all it took. Today's vehicles offer an endless array of new technologies, but they provide no real benefit if they're too difficult to access or control."
Bose made simplicity a goal in developing its new media system. For controls, the company went retro - two knobs and a row of six buttons (for presets).
There's also an option for voice recognition. After all, it's hard to reach over and change the station when tooling that Ferrari along Italy's A4 autostrada at more than 200 kilometers (125 miles) per hour.
Simple as it may be, the Bose system also is smart - the tuning knob senses when someone is reaching for it and responds by enlarging the text on the screen. Rotate the outer part of the knob and the system will organize the available stations by genre such as rock, classical, talk, or news on AM-FM, TV, and satellite bands.
The two knobs work in the same fashion for all functions, such as navigation, stored music selections, mobile phones, and television. (Yes, television is on the system, if it is purchased in Italy.)
"It's a system that was engineered to be used by the consumer," said Westley.
One of the "musts" on the design list was the ability to recognize and play almost every optical disc available - including CD, DVD (both audio and video), SACD, and digital storage formats MP3 and WMA - and then play them through the Bose system's 5.1-channel surround sound.
The system also includes interfaces for iPods, competing MP3 players, and USB flash devices.
It may be out of reach for most now, but in a year or two, many people should be able to enjoy at least part of the Ferrari driving experience in a much more affordable car.
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