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In-car training aid launched

Mi, the Hertfordshire-based automotive marketing specialist, has launched a new communication tool, which looks to aid dealers carrying out training and consumers on test drives.

The system – called CoDriver – delivers pre-recorded key messages or ‘product stories’ to the driver and passengers at appropriate pre-determined locations along a route or on a test drive.

Road routes are tailored to ensure that there is no overlap between product information and navigation instructions.

In dealer training or new vehicle launches, the CoDriver messages would typically be about the specification of the model being driven, competitor comparisons, product positioning or market trends, but could include any information required, such as promotional offers or technology descriptions.

CoDriver is designed to be used on a standard PDA, which sits in a cradle attached to the windscreen.

CoDriver is being used for the first time at Ford Motor Company’s True Blue ‘Product Experience’ for dealer sales teams held jointly at the Ford College at Loughborough and the Motor Industry Research Association’s proving ground in Warwickshire.

Mi is already working on future developments to CoDriver. These are expected to include images, animations and movies. Mi believes that such enhancements will make CoDriver an essential tool in the delivery of product information.

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