News From the Auto Industry

Q. What about the perception by some observers that telematics is mainly a luxury vehicle feature?

A. We have tried to determine what consumers really want out of this technology. Early on, a lot of people talked about dancing holograms on the dashboard and all those kinds of technologies that make great press releases. But we quickly determined it wasn’t about the technology. It was literally about being able to deliver a completely different approach to safety, security and peace of mind while you’re in a vehicle.

Q. Why should auto-makers be interested in telematics?

One major achievement for OnStar is its adoption by a number of auto manufacturers other than GM. The list includes Audi, Volkswagen, Lexus and Acura, not to mention GM-allied brands, lsuzu and Subaru. In total, more than 60 vehicles on the market now come with OnStar.

Q. What have been your guiding tenets as you have developed OnStar?

Aside from OnStar, the other main provider to have survived the telematics shake-out is ATX Technologies. From his position, Huber sees maintaining a simple customer interface and stressing the safety features as the keys to successful evolution of the business. The perception of technical complexity is a turn-off to many consumers, argues Huber, who dislikes the word telematics for that very reason.

Q. In terms of technology what are the next steps in telematics?