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TomTom Snags OEM Deal With Mazda

11/15/2011 11:46:50 AM Eastern
Amsterdam - TomTom is stepping up its automotive OEM presence in the U.S. with the announcement that Mazda's new CX-5 compact crossover will get a TomTom navigation system as a car-dealer-installed option.

TomTom began offering its first car-dealer-installed navigation solution earlier this year for the 2012 Fiat 500.

In the Mazda, the TomTom system takes the form of a hideaway module that connects via to the 5.8-inch factory touchscreen monitor via USB. The module also features an SD card slot to install map and software upgrades. The module provides RDS-TMC traffic updates, voice recognition to control select navigation features, spoken street names, advanced lane guidance and IQ Routes, which enables the device to evaluate route options based on actual historical traffic speeds rather than posted speed limits. IQ Routes recommends the fastest route for the time of day.

 In the 2012 Fiat, TomTom's solution is slightly different. It is a "semi-integrated" solution that looks like a traditional PND and can be used outside the car, but it sits in a dash-mounted cradle to connect to vehicle wiring to get power and integrate with the vehicle's electronics systems. When plugged in, the device displays information from the car's trip computer and media player. It can be controlled from the car's steering-wheel controls.

Both products are designed to reduce the price of OEM navigation systems while offering such aftermarket features in an OEM system as easy map upgrades, better graphics and displays,

The products also represent TomTom's growing emphasis on the OEM car market in the face of shrinking industrywide sales of PNDs.

 "We have had a successful collaboration with Mazda in Europe over the last 14 months, and we are excited to expand our relationship to the North American market", said Giles Shrimpton, managing director of TomTom Automotive.
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