A-Class aims for i-Class
New Benz hatch is aimed at iPhone users first and foremostWide-stanced and muscular, Mercedes-Benz's all-new A-Class hatch is a very different animal from the tipsy tall MPV-style car it replaces. But nowhere is the difference more marked between old and new than in terms of the consumers the new car is gunning for – the iPhone generation.
Apple's eponymous smart phone is integral to the operation of the new Mercedes. Sure you can drive the car without owning an iPhone, but chances are you'll enjoy the experience a whole lot more if you're connected via Job's wunderkinder.
Not only does the car integrate Siri voice control, but the latest 'Drive Kit Plus for iPhone' system fully integrates the iPhone's connective functions with the car and driver. Soon A-Class drivers will not only be able to utilise iPhone-native Garmin navigation but they will also be able to share their A-Class' location, intended destination and even its current 'soundtrack' with friends via Facebook and Twitter.
'Drive Kit Plus for iPhone' will be available as a factory-fitted option when the A-Class arrives Down Under in March 2013.
Owners will need to download Mercedes' free Digital DriveStyle App from the AppStore and thereafter the company will update and add to the App’s functionality in a manner car companies have never been able to integrate in the past.
A-Class connectivity expert Norbert Neuber told motoring.com.au the decision to embed iPhone technology into the A-Class was made in 2009/2010.
"Then the Apple device was the only option where we could integrate both video feed [from the device] and use a remote controller [that was native to the vehicle]," Mr Neuber told motoring.com.au.
"In addition, it was a decision of being able to affect the most buyers with one device. With Apple we had one device [to design with]. With Android at that stage there was many," he explained.
According to Mr Neuber, Mercedes will integrate Android functionality into the A-Class, but there's likely to be a wait. Mercedes’ own native COMAND ONLINE system can also be specified in Europe. The system uses a mobile internet connection to access Google, social media functionality and other services.
"Before [this integration] the car was a white [dead] spot for digital natives. Now we have fully integrated [the services] – we are the first to mirror the iPhone's functionality fully into an automotive platform. Others bring data but we bring data, pictures, interactivity, the works," Neuber stated.
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