Ken Gratton•27 Sept 2013
NEWS
Mazda3 to premiere MZD Connect
New in-car connectivity system will be selectively launched across the local Mazda range – starting with the new Mazda3We will definitely see Mazda's in-car connectivity system in Australia, when the importer launches its Mazda3 small car in the first months of 2014. And it will follow in other Mazda models for the local market – presumably next year's Mazda2 being the next cab off the rank.
"MZD Connect, as it will be called in this market, is a system we are absolutely bringing to Australian consumers," motoring.com.au was told by Steve Maciver, Mazda Australia's Public Relations Manager yesterday.
But even with Mazda Australia keeping its powder dry concerning the small car's local specification and pricing, one thing is practically certain – the new connectivity system will be reserved for higher-grade models, not the entry level.
"It's not something that's going to be standard across every Mazda3..." said Maciver.
"All the cars that are specified with [a larger infotainment screen] will take that full MZD Connect system."
The 2.5-litre variant motoring.com.au drove in America earlier this year featured the larger infotainment screen, whereas the 2.0-litre model wasn't so equipped. Can we infer from that MZD will be reserved for the larger-engined variants in Australia?
No way, Maciver says.
"Engine size doesn't necessarily mean they're going to be specified in a certain way [in Australia]. What I will say is [that] with this car we've completely started with a clean sheet of paper in regards to how we're going to specify this car...
"Things such as a full connectivity system, which is matched with the Head-Up Display unit you're not going to see in a base model."
All that suggests that MZD Connect may be exclusive to a flagship level of trim, but it's possible that a mid-range model with the smaller 2.0-litre engine may also be offered with the system and the larger infotainment screen. Maciver steered clear of discussing the likelihood of MZD finishing up as an option in lower-grade models, but that remains a possibility too.
In essence, MZD provides enhanced in-car connectivity through smartphone apps such as Aha and Pandora. Mazda is the first car manufacturer to negotiate a licensing agreement with Aha, which can deliver to the user over 40,000 cloud-based audio and information feeds, including internet radio, podcasts, audiobooks, Facebook, Twitter and navigation services.
MZD Connect is based on a flexible hardware structure that can be easily updated, Mazda claims, even to the extent of accommodating new smartphone operating systems.
As a concept – even with the single-point Command controller and voice recognition – MZD Connect is not new to the market; but nor is it passé. Mazda has taken the idea further, however, by distancing the operational driving zone from the comfort-oriented entertainment zone. In the Mazda3 it has been designed specifically to separate its functions from the 'driving zone' facing the driver.
"Ultimately the whole point of this new connectivity system is, number one: to connect the driver more with the car and with their life, but also to improve safety," explains Maciver.
"So while we're offering plenty of things in there, including services such as Aha and Pandora, there are [also] going to be things in there such as Twitter and Facebook updates [that] can be fed through to the car.
"But what we're also trying to do is, with the head-up cockpit... there's a driving information zone, which is right in front of the driver and there's the entertainment zone, which sits off to the left. But the fact that you can sort of work with that system using the HMI commander allows you to do it safely while you're on the move.
"Some of the other things it can do [include] 'Trip Adviser', for example. So if you're... out with your partner... and think: 'I fancy a Chinese [meal]', you can use the connectivity system to look up local Chinese restaurants... and then link that to the satnav and get the car to take you there.
"There are various apps like that... it's all about connecting the driver with the car – with their life – a little bit more."
Does the new system owe anything to Ford's SYNC?
"Not at all; completely separate system developed in-house by Mazda – so it's absolutely a Mazda system. None of the technology is shared with Ford or any other car company."
With premium brands already offering systems like MZD Connect – and for some years now – with Mazda rivals Ford and Holden already in the market offering SYNC and MyLink, is Mazda offering MZD Connect because it has to be competitive on paper, or is there an actual demand for such technology?
"There's definitely a bit of demand for it there," Maciver replied, "[but] we're not getting a huge amount of customers saying: 'Oh, you need to bring it in; we need it now'."
Despite the fact that at least two of Mazda's direct rivals already offer this type of technology, Maciver contends that Mazda Australia can surf the wave of growing demand – while also promoting the technology specifically to sell more cars. If the customer demand is nascent for the moment, there's every chance it could explode in a very short space of time.
"There's not a huge amount of car companies that have got this technology... right now. Certainly we are one of those brands looking to introduce it and bring it through our range.
"Mazda3 will be the first car that has this technology. But we absolutely anticipate that the people buying this car – these are the type of features that they're be looking for."
Does all that pose a problem or a solution for Mazda's sales staff? Are they on a steep learning curve getting their collective heads around this new technology?
"It's obviously something that the sales guys are going to have to get up to speed with, but we're very much on the front foot when it comes to any new product. And what we'll be doing is incorporating training for MZD Connect in our sales training...
"On the whole it's another good selling point for the car... this is just another reason why, in our opinion, the Mazda3 is going to be right up there."
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Written byKen Gratton
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