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Technology Gap Between Automotive Manufacturers and Consumers

15 May 2000

Product Innovation Expert Says There Is Technology Gap Between Automotive Manufacturers and Consumers; Sundberg-Ferar Leads Seminar at ATI Expo

    DETROIT, May 15 The Internet, embedded technology and
wireless technology are changing our world faster than we can adapt our world
to them, according to Tim Woods, Vice President of Business Development at
Sundberg-Ferar.  Woods will address the issue of "Consumer needs versus bells
and whistles," at the Automotive Transportation Interiors Expo this week.  The
show runs Wednesday through Friday at Cobo Center in Detroit, Mich.
    "There is a gap between technologies customers want and need, and
technologies manufacturers are capable of placing in our automobiles and
homes," Woods said.  From 8:45 to 10:15 a.m. on Wednesday, May 17, Woods will
discuss how Sundberg-Ferar, a product-innovation company in Walled Lake,
Michigan addresses the technology gap, and how it teaches companies and
consumers to bridge it.
    Sundberg-Ferar is involved in designing and creating the interiors of the
automobiles of the future.  Most recently, Sundberg-Ferar finished prototype
and research work on "smart" cars and dashboard "telematics," which are
graphic user interfaces that enable people to leverage computer technology for
their cars.
    Using case studies, Woods will ask key questions for automotive and
transportation manufacturers to consider, including "How much technology is
too much?"  Woods will give manufacturers insight into the consumer point of
saturation where more technology may actually become a burden.
    Another question Woods will ask is "What business are you really in?"
According to Woods, if businesses are not careful, providing more and more
vehicle technology to consumers could change the nature of business
altogether.  "At the current rate of technology, your business today could
become virtually unrecognizable to you tomorrow," Woods said.  "Of course this
will be good news to some, and not so good news to others.  You need to be
aware of what's happening so that you can make it good news for your company,"
he said.