Carmakers shun hi-tech gizmos

Eager to cut costs and curb the potential for breakdowns, European carmakers are growing increasingly sceptical of packing their products with the latest hi-tech gadgets to emerge from engineering labs.

When, for instance, General Motors Europe executives met recently to review 20 potential systems to aid drivers, such as lane-departure warnings or eyelid monitors to detect drowsiness, their enthusiasm remained firmly in check.

"More and more from our point of view we again have to think about the customer who will ultimately judge whether an innovation has a benefit and has a value to it."

Bosch chief executive Franz Fehrenbach said the era was over when cars would feature all the bells and whistles that modern electronics and software could conceivably allow.

Carmakers like Volkswagen have often been criticised for being too infatuated with packing their models full of pricey gizmos that buyers not only fail to appreciate but are unwilling to pay for.

Their caution reflects the dilemma car executives face in offering the kinds of snazzy new features that can wow consumers, without venturing onto thin technological ice that leads to breakdowns and in the end alienates customers.

In any event, cutting-edge technology will remain an inherent part of current and future cars. Sensors and controls that monitor engine performance will play a crucial role in boosting fuel efficiency and cutting emissions, for example.

The trick will be ensuring the components are absolutely dependable and robust before they go onto the market.

Sometimes cars' features are so advanced that bewildered consumers see them as problems even when they are not. One premium carmaker, for instance, withdrew an advanced sunroof that automatically adjusted its opening to cut wind noise as the car sped up, but customers saw the roof only partially open and thought it was broken.