Alexa With You in SEAT Cabins

TU-Editor

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2nd August 2018

Amazon’s Alexa voice activated assistant will soon be joining you in the cabin of a new SEAT as the Spanish carmaker rolls out the service across its new range of vehicles, reports Paul Myles.

As part of the brand’s Media Control suite, the Alexa app should increase the amount of functionality available in the car and also simplify access to key functions. All users need do is to press the control button on the steering wheel and speak.

However, it may not be such a draw for tech-savvy consumers who are used to high performing smart-speakers according to a study by US digital agency Stone Temple study that placed Alexa as the third best performing home device on the market behind Google Assistant, Microsoft’s Cortana with only Apple’s Siri scoring worse. While the Google Assistant was the clear winner scoring an answering share of 66.2%, of which 87.5% were correct, Alexa struggled to a 53.7% answer rating with 82.6% correct.

Nonetheless, SEAT are happy to get this feature into its mass market products. Said SEAT president Luca de Meo: “As functionality and connectivity levels increase, we have to find a balance between usability and safety. Introducing Amazon Alexa helps us find that balance. With just a tap of the steering wheel, customers will be able to ask Alexa for music, points of interest and much more without taking eyes off the road.”

Services are now available in Europe on 2019 models Leon and Ateca models equipped with navigation, via the Android SEAT Media Control with Amazon Alexa app. SEAT is the first automotive brand in Europe to launch Amazon Alexa in its vehicle line-up, expanding its digital ecosystem and connectivity offerings as the brand continues to be a frontrunner in the connected vehicle space in Europe.