Beginning with the 2010 Focus Coupe, Ford Motor Company will add features to its SecuriLock anti theft technology aimed at encouraging teenagers to drive more safely.
Hey Mikey!
Way off the beaten path
This morning, we are going to go hither and yon to make a point. Here at LotPro.com, a bunch of us remember the original Life Cereal commercial that featured a 4 –year-old by the name of “Mikey”, as in “He likes it! Hey, Mikey!” – if for no other reason than it aired for years (twelve) on Saturday morning TV. For some reason, the name of Ford’s new system and the character “Mikey” seemed to resonate with each other. After some research, it turns out that there might be a reason for this. The commercial first aired in 1972. If Mikey really was 4 years old at the time, then this year would mark his 40th birthday – which begs the question: “Would Mikey like MyKey?”
Ford Introduces MyKey
If he is in his forties, then Mikey – or at least members of his generation – could very well have children in their mid-teens. This is when teenagers start driving and parents begin to have gray hair – two things which , I assure you, are not coincidental.
To help alleviate some of the parental concerns (and postpone some of those gray hairs) that come with teenage driving, Ford has come out with enhancements to its current SecuriLock anti-theft technology to address a number of these issues including seat belt usage, speeding and radio volume.
News Flash: 2010 Focus Coupe gains in popularity with parents
The first use of this new technology will be in Ford’s Focus Coupe, as standard equipment, beginning with the 2010 model year and will be rolled out with other Ford, Mercury and Lincoln models shortly thereafter. It will allow owners (read: parents) to program a (ignition) key that can limit the vehicle’s top speed and audio volume. MyKey will also display earlier low-fuel warnings, encourage safety-belt usage and alert drivers to vehicle speed by sounding warning chimes at 45, 55 and 65 miles per hour.
How it works
According to the press release from Ford, “The MyKey system allows the parent to program any key through the vehicle message center, which updates the SecuriLock™ passive anti-theft system. When the MyKey is inserted into the ignition, the system reads the transponder chip in the key and immediately identifies the MyKey code, which enables certain default driving modes, including:
* Persistent Ford Beltminder™ with audio mute. Ford’s Beltminder system typically provides a six-second reminder chime every minute for five minutes. With MyKey, the Beltminder chime continues at the regular interval and the audio system is muted until the safety belt is buckled. A message center display “Buckle Up to Unmute Radio” also appears on the instrument cluster.
* Earlier low-fuel warning. Rather than a warning at 50 miles to empty, MyKey provides a warning at 75 miles to empty.
* If MyKey is in the ignition, features such as Park Aid and BLISTM (Blind Spot Information System) with Cross Traffic Alert cannot be deactivated.
Additional MyKey features that can be programmed through the vehicle’s message center setup menu:
* Limited top speed of 80 mph
* Traction control system, that limits tire spin, cannot be deactivated
* Limited audio volume to 44 percent of total volume
* A speed alert chime at 45, 55 or 65 mph
Marketing Plan Backed by Survey
Before bringing the new technology to market, Ford contracted with Harris Interactive to conduct a survey of parents of teen-age children and a separate survey of teen-age drivers.
Among parents, 75 percent liked the speed-limiting feature, 72 percent were in favor of the more insistent safety-belt reminder, and 63 percent liked the audio limit feature (I’ll let that last one slide). In addition, about 50 percent of those who would consider purchasing MyKey also said they would allow their children to use the family vehicle more often if it were equipped with the new technology. According to Ford, “The added seat time can help teens build their driving skills in a more controlled setting, complementing graduated licensing laws that give young drivers more driving freedom as they get older. “
What teenagers thought
My first thought was, “Man, am I glad this wasn’t around when I learned to drive.” But after further reflection, I remembered that way back when I took “driver’s ed”, there were no cell phones or iPods, and the only in-car entertainment (if you could call it that) was a single-speaker AM radio, whose volume was limited not only by the power output of the radio, but also by the limitations of the hideously tinny-sounding speaker, itself.
But I digress. According to the survey, 67 percent of teenagers were opposed to MyKey features (no surprise, there). The poll went on to report that if MyKey features led to greater driving privileges (more time at the wheel), only 36 percent of teenagers would object to the technology.
The Bottom Line
According to the National Highway Traffic Safety Administration (NHTSA), teens are more likely to take risks such as speeding – a contributing factor in 30 percent of all fatal crashes. Teens also are less likely to wear safety belts than older drivers. As far as we’re concerned, any technology that encourages safety belt use, cuts down on teen driver (or older, let’s face it) distraction and reduces highway fatalities is OK in our book. Mikey, we think, would like it.
Tags: focus, focus coupe, Ford, harris interactive, iPod, life cereal, lincoln, mercury, mikey, mykey, NHTSA
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