Fiat teamed up with Korean’s biggest mobile phone maker Samsung Electronics in 2006, when Italy’s biggest automaker decided to include Samsung’s SGH-i750 phone among standard equipment of the New Grande Punto for domestic consumption. Fiat also owns the Ferrari, Maserati and Alfa Romeo luxury brands.

The Grande Punto also includes Microsoft’s Blue & Me Bluetooth technology software, which allows car and phone to “communicate.” Thus drivers can talk on the phone over speakers and a microphone without holding a handset, or they can listen to music on their cell phone over the in-car speakers. If the phone has a message, the car audio system reads it to the driver. The New Grande Punto with cell phone was so popular that the first 2,750 units sold out, and Fiat is preparing to make more.

A model shows off an LG Electronics MP3 player modeled after Volkswagen’s New Beetle in front of the real thing./Provided by LG Electronics

Fiat is not the only automaker trying to marry cars and IT gadgets. The fact that many car lovers are also keen on electronic appliances is feeding the trend. Recently, Volkswagen worked with LG Electronics, with the result that LG used the design of a Volkswagen for an MP3 player. The &FM37 player looks like a miniature New Beetle, has an aluminum body in such vivid colors as salsa red that are unique to the car and is branded with the VW and New Beetle logos on the front and back. Volkswagen expects synergy with LG to enhance its brand recognition among young Korean adults, while LG says consumers feel instantly familiar with the &FM37 player due to the unique image of the Beetle.

Mercedes-Benz last summer launched a joint promotion of high-end-end products with Samsung Electronics and adopted a Samsung phone as standard equipment of the New S Class. Here too, drivers can talk hands-free on their phone over the car audio. Some Audi models in overseas markets also have Samsung phones as part of the package. BMW's 5 Series showcase models, meanwhile, feature Samsung's Super Music Phone.

Mercedes Benz' ML63 AMG SUV has an audio system that connects to Apple's iPod portable MP3 player. BMW’s Mini has the same feature. With these linkups, automakers expect to develop new consumer segments. The car industry expects market growth spurred by high-tech products, while IT companies hope to establish a luxurious brand image from the cooperation and secure new markets.

(englishnews@chosun.com )