Regulator cracks down on car makers living in Cloud Cuckoo land

The time when the car was simply an internal combustion engine on four rubber tyres that got you from A to B has long since passed. Now it’s a mobile computer, equipped with cloud technology that maps your route automatically, gives you business listings, traffic information, sports news, stock market prices, local petrol station locations, cinema listings, reads out your email and text messages, and much more besides.

No self-respecting car marque is without its patent system. Ford has Sync, General Motors has OnStar. And even Hyundai is about to bring out its own market-challenging product, Blue Link – whose maker ATX also supplies BMW and Toyota.

Hyundai Velostar: One of the first models to get the Blue Link cloud technology launched next year

It’s easy to see why they are so popular. Customers love the gadgets, the systems give the car brand an extra cutting edge, and there’s a tasty aftermarket as well. Some car-makers charge a hefty annual rental for the services. OnStar, for example, costs up to $300. And, while we’re there, let’s not forget the commercial value of local search and location-finding services. Groupons at your local service station anyone?

Unfortunately, automobile telematics – as they are known in the business – are also killers. The top US safety regulator, the National Highway Traffic Safety Administration, reckons that every year thousands of motorists and their passengers end up in the morgue because of needless driver distraction. And what’s more it intends to douse the white heat of technological advancement with some very cold water.

Like Daniel striding among the lions, the NHTSA’s top man David Strickland chose the Telematics Detroit 2011 conference to put this unholy alliance of car and software manufacturers on notice:

“A car is not a mobile device… I’m not in the business of helping people Tweet better… We will not take a backseat while new telematics and infotainment systems are introduced. There is too much distraction of drivers,” he told a dismayed audience.

Wherever the regulator in the top automotive market goes, you can be sure the rest of the world will soon follow.

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