Limited Editions : a solution for bringing Bluetooth® within everyone's reach

Car manufacturers see limited editions as a good opportunity for managing models at the end of their lifecycle, co-branding with another trade name (sports, telecoms or Internet operator, luxury goods) or even introducing a new technology. As regards Bluetooth, the first initiative dates back to 2002 at the World Motor Show. As part of the event, Smart announced an “Orange ” limited edition with a Bluetooth car kit, a mobile phone (Sony Ericsson T68i) and a one-year subscription with the operator – a first! A bit later, the concept was replicated in Great Britain , again with Smart and Orange . Ever since, this process has won over an increasing number of followers. In France , Toyota recently released the Avensis “Creation” limited edition with a Bluetooth car kit and a Motorola phone for just €1 extra. Other manufacturers have hit upon the idea of incorporating Bluetooth within a limited edition. Such is the case of Kia, whose Sorento "Major Tech" series comes complete with a Becker GPS car stereo and an integrated Bluetooth module. 250 examples are earmarked for France . "Bluetooth - it's not toothpaste" In several European countries, Parrot has joined forces with major manufacturers to enhance their limited editions with a Bluetooth hands-free kit. For example, in Spain, the Ford Focus was offered with a Bluetooth phone, a CK 3000 kit and a Vodafone subscription. The results went beyond all expectations, since 18 000 examples of the limited edition were snapped up instead of … 8 000!

Limited Editions with Bluetooth car kits: France Toyota (Yaris Bleue) Spain Ford (Focus, Fusion, Fiesta) Renault (project) Toyota (Rav 4) Seat Italia Alfa Romeo Toyota (Yaris Blue) Skoda

José Pablo Rodriguez, Ford Spain

"Initially, we wanted to see with Vodafone how we could join forces and propose a joint package for the Focus," explains Jose Pablo Rodriguez, in charge of marketing the product for Ford Spain. "We settled for Bluetooth, particularly the Parrot kit, which we chose for its quality. The success can also be attributed to its ease of use. Our network sells cars, not hands-free kits. The magic of Bluetooth actually helps to get the message across about the importance of this technology in the car. We organised events in our dealerships and the customers were really impressed."

The Fiesta Vodafone The concept is slightly different for the Fiesta Vodafone. "Above all, the car is a sports version with bright colours and a GT pack that includes tinted windows," explains Etienne Lagrange, in charge of the product for Ford Spain. "There is also a Vodafone logo. Inside, the package features a Bluetooth CK 3000 kit and a Nokia 6630 phone equipped with the Wayfinder navigation software, all of which increases the Fiesta's appeal. It marked a good opportunity to combine sports with technology, especially since we are managing to make GPS navigation more affordable, which our customers would like to own but consider the price still too prohibitive."

"You won't lose calls and you won't get lost" is the message that you will see on the advertising brochure. Relayed by the media (including TV), as with the Focus, the Fiesta Vodafone campaign is a first. "In fact, we are helping each other," emphasises Etienne Lagrange. "We are talking about Vodafone in our advertisements and they are talking about the car in their contracts. The results are more than positive." The aim is to sell 5 000 of these limited edition cars, which were launched in February and are to end in July.

Toyota Yaris Bluetooth

A strategy to conquer via the aftermarket Thanks to a relationship of trust maintained every day with the manufacturers, it has been possible to introduce the Bluetooth technology through limited editions with Ford, as well as Renault, Toyota and Seat. "My aim is to extend the Bluetooth kit to the entire Toyota range," advises Jesus Olivares, Sales Director at Inpro, Parrot's distributor for the Iberian peninsula. Operations were also launched in Italy, mainly with Toyota and the Yaris Blue between November 2003 and December 2004. 45 000 examples of the Yaris Blue were sold instead of the 20 000 initially expected. Furthermore, the Yaris Blue went on sale in France not long after.

"The electronics industry is essentially focused on the aftermarket," says Henri Seydoux, CEO of Parrot. "The success of the new technologies inside cars involves this particular channel, as is the case for telephony, navigation and even MP3 players. It is encouraging to see manufacturers producing limited editions with our products. It helps to promote the solutions for onboard communications. It is the right method for giving the new technologies a higher profile and taking them to the customer without altering the manufacturers' development cycle."

In conclusion, it should also be pointed out that the Bluetooth kits sold as accessories in the manufacturers' dealership networks are also meeting with success. For instance, Parrot has sold more than 10 000 CK 3000 kits through PSA Peugeot Citroën…

For instance, Toyota and its successful Yaris Blue limited edition, associated with Parrot for its products, sort of ties the Bluetooth label in with the car's very own name. It is a win-win situation for us: recognition of our brand has increased and we are extending this approach to other trade names and countries. The more this technology is promoted in the mainstream media, the more customers flock to the Parrot brand.

Why does this approach appeal to manufacturers? The manufacturer has to sell the vehicles that it has designed in line with market data at any given moment: a specific type of vehicle may be undermined by a rival model snapping up its market shares; customers might steer clear of a vehicle, because it is nearing the end of its lifecycle. Quick action needs to be taken by offering an "extra" - a differentiating element that will win over a large number of customers. Parrot provides this differentiating element with its Car Kits.

These cost-effective easy-to-install kits represent an item combining comfort and safety, while offering a response to the legal framework in force in more and more countries. The ideal item for great advertising communication - and the results are there to prove it!

Is the limited edition an effective way to put a technology to the test and subsequently reinforce the partnership with the major manufacturers?
Limited editions allow Parrot and a manufacturer in a given country to quickly set up a direct link for a joint project. It is the ideal way for Parrot to gain a foothold in the manufacturer's organisation and get itself recognised within a very short timescale as a serious partner offering high-quality products.
Once it is listed in the aftermarket, all that remains is to be adopted as an OEM, which then leads to much longer purchasing cycles for the manufacturer with a higher level of complexity and a greater random element. But in this case, our teams have already worked alongside the manufacturer's teams and our respective managers know each other, which helps to ensure that our products are held in high esteem. This simplifies several things and it is natural to think that the manufacturer will prefer a consistent and proven range with solution continuity in the aftermarket and OEM sector… A limited edition operation is therefore only the beginning of a much larger adventure for Parrot!

News in brief

Bluetooth boosted by car kits
The Bluetooth technology's penetration rate in mobile phones should top the 25% mark this year, compared to 15% in 2004, according to a report by Electronics Weekly. There is still a long way to go until we reach the 80% announced by the experts for the 2008-2009 period, but Texas Instruments believes that earphones and hands-free kits will boost sales.

SIM access profile for VW
Volkswagen lays claim to being the first manufacturer to introduce the SIM Access Profile function related to the Bluetooth kit in the new Passat. This feature allows drivers to access their phonebook via their phone's SIM card and dial the number via the car's voice recognition system or from the steering column controls. The mobile phone's address book can also be transferred to the vehicle's onboard computer. This is an OEM solution performed in partnership with Nokia.

Acura steering for Bluetooth
Bluetooth continues to grow in North America. Through its Acura sports model, Honda is offering optional hands-free kits for the TL, RL and MDX versions. The wireless technology is also available in the aftermarket for current and older models.

Not to forget motorbikes
Cobra, the car alarm specialist, will soon launch a Bluetooth kit for motorcyclists under the Spyball brand. "Hello biker" can be used to receive calls via a module integrated in the helmet. An upgrade to the system even allows several bikers to chat within a 100 m radius, all thanks to the magic of Bluetooth.

China's growing interest in Bluetooth
With a market of 330 million mobile phone subscribers and car ownership numbers increasing by the minute, China has tremendous potential. That is why the Bluetooth interest group is looking to distribute the technology in this country in association with the authorities and industrialists. In Asia, 1 000 companies belong to the consortium, 160 of which based in China.

The latest Bluetooth releases: Lexus GS 300, Nissan Pathfinder…