By Tyler Orton
How do two security researchers force Fiat Chrysler (NYSE:FCAU) to recall 1.4 million vehicles?
They hack a Jeep’s computer systems and take over its steering, brakes and climate control while it’s barrelling down a road.
That exact scenario played out in July. And while no injuries resulted from the remote joyride, it exposed weaknesses in the car manufacturer’s Uconnect dashboard computers and reinforced fears some drivers have over linking their vehicles to the Internet.
“Historically, auto manufacturers have been pretty terrible at integrating technology,” said Duncan Blair, head of strategy at Invoke Media.
The Vancouver-based digital services provider has been partnering with local firms like car-sharing co-operative Modo and vehicle application maker Mojio to help bolster customer faith in connected cars.
Connected cars are linked to the Internet, allowing them to share information with other devices both inside and outside the vehicle. Self-driving cars and automated roadside assistance must be “connected” to function.
“When you say ‘connected car’ to someone, it’s not immediately obvious why you’d want to connect your car to anything,” Blair said, adding that the lack of consumer confidence in the technology among some drivers is one of the biggest hurdles Invoke is working to overcome.
According to McKinsey’s 2014 connected-car consumer survey, 43% of U.S. drivers fear their vehicles can be hacked and a further 45% are reluctant to use connected services due to privacy concerns.
But the opportunity to sidestep car manufacturers’ substandard connected features and offer better applications is enticing to Jay Giraud, CEO of Vancouver’s Mojio.
Mojio has developed a device that plugs into any vehicle’s on-board diagnostic port. Using a 3G mobile network, the device links the automobile to a driver’s smartphone to provide connected functions. Instead of relying on Ford’s (NYSE:F) or Honda’s (NYSE:HMC) dashboard applications for navigation help or music selections, drivers have access to a variety of apps created by independent developers.
Mojio’s app marketplace, which launched in mid-August, features three of its own in-house apps developed with the help of Invoke. One app automatically tracks and reports mileage for workers needing to file expense reports. Another monitors performance under the hood in the event of a breakdown.
Photo: Invoke Media head of strategy Duncan Blair, left, works with lead designer Dominic Wong and head of engagement Jordan Eshpeter to develop connected car apps that improve on manufacturers’ dashboard features | Photo: Tyler Orton
Giraud said he is continually peppered with questions from drivers skeptical about how Mojio can do this successfully across different makes and models.
“Cars have a standard set of codes,” he said. “We can kind of normalize the app development experience and therefore the end-user experience.”
Meanwhile, Invoke’s head of engagement, Jordan Eshpeter, said ease of use has been the key that car manufacturers haven’t quite grasped when developing in-vehicle connectivity programs.
“They all seem to be designed effectively in isolation of one another and just compiled at the end in a sort of horrible kind of mess,” Eshpeter said.
Invoke is winding down beta testing on its mobile booking interface for Modo. Designers have been working directly with the car-sharing service’s members to get valuable feedback throughout the process.
“You really can’t make too many assumptions about the way they interact with what you’re designing,” Eshpeter said.
“It’s an interesting time. Maybe that lasts forever or maybe the car manufacturers eventually kind of get their act together and this ends up being a stopgap in history.”
