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DETROIT (Reuters) - Get in the driver's seat. Adjust the rearview mirror. Boot up the XBox 360.
To some young drivers, a car that's also a video-game system may sound like a dream come true -- or so Nissan Motor Co. Ltd. hopes with a new concept car aimed at gamers.
Nissan's Urge sports car, introduced at the North American International Auto Show here this week, is a prototype where the steering wheel and pedals become game controllers when the car is still. The mirror conceals a small flip-down screen. The dashboard conceals a Microsoft Corp. game console.
The Urge may be one of the more extreme examples of a trend to introduce more entertainment features to help differentiate a vehicle in a crowded marketplace, especially to a generation used to mobile phones and portable music players like iPods.
The new Nissan URGE Concept vehicle is introduced to the media at the 2006 North American International Auto Show in Detroit, Michigan. (Getty)
To serve those plugged-in drivers, more car makers are turning their vehicles into entertainment centers. High-end features, like navigation systems and backseat video monitors, can add as much as $2,200 to the cost of a car, according to J.D. Power and Associates.
Such features performed well in a study rating consumers' awareness and willingness to purchase, and car makers are aggressively promoting cars as entertainment centers.
"That trend is definitely growing," J.D. Power's Larry Wu said, adding that the lag time for adopting new technology in cars is much shorter than it used to be, though still a far cry from the speed of the consumer electronics business.
"Satellite radio has really taken off the last 18 months, and will probably see an even bigger jump in 2006," he said.
Luxury brands tend to have more entertainment technology because their customers expect them, Wu said. But navigation systems will be standard in most cars within a few years.
Back-seat video is also becoming more common.
Toyota Motor Corp.'s limited edition Scion xB Release Series 3.0 is aimed squarely at drivers in their late teens and early 20s, for whom electronic gadgets may be a bigger selling point than performance or safety. The xB, built in Japan and costing about $17,000, docks an iPod next to driver controls, and has small, airplane-style screens in both headrests.
GMC, the General Motors Corp. division focused on trucks and vans, is marketing its GMC Explorer as a "rolling living room," GM's William Bleau said at the auto show. A raised roof fits a 26-inch, high-definition flat screen for DVD movies, video games or live satellite TV. Aimed at parents, it sells for about $52,000.
Another GM offering, the 2006 Buick Terraza, is a minivan that touts a 40-gigabyte hard drive for storing music, movies and games. The Terraza's $600 "Phat Noise" system allows passengers to play all three simultaneously. Wireless headphones let game-playing children in the back drown out the music their parents play in the front.
Paul Grimme, who runs the transportation division of Freescale Semiconductor, envisions a future where cars are increasingly autonomous, and the interior is more adaptable, since cars last much longer than consumer devices.
"A lot of the value that car makers put in their vehicles is in electronics," said Grimme, whose company is the No. 1 supplier of semiconductors to the auto business, including to Tier-1 suppliers like Delphi Automotive Corp., Germany's Robert Bosch GmbH ROBG.UL) and Japan's Denso Corp.
Entertainment systems will soon add information content, he predicted. A car, for example, will communicate road conditions to a network to warn other drivers. Navigation systems, whose development has been led by European and Japanese car makers, will also become more common.
Navigation, as well as multichannel sound systems, like those used by home-theater enthusiasts, are already driving buying decisions, according to Stephen Witt, vice president of marketing at Alpine Electronics, a Tier-1 supplier.
"Car companies are all scrambling to get iPod connectivity in their vehicles," Witt said. He expects MP3 player connections will soon become a standard feature.
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