Is "Enform" the Next OnStar?

Automatic crash notification (ACN) will automatically phone the call center in the event of either an airbag deployment or a severe rear-end collision. If the answering agent is unable to communicate with the occupants, the call center will request assistance from the nearest emergency services provider.

Stolen vehicle location provides vehicle tracking assistance via GPS and embedded cellular technology.  A police report must first be filed.

If the HS driver has an on-road emergency, an emergency assistance (SOS) switch is available to summon help. SOS will call the Safety Connect response center and dispatch emergency assistance as required. The SOS button can also be used to summon warranty-based Lexus roadside service, which is enhanced over traditional roadside assistance by the addition of GPS data.

Lexus Enform adds two interesting convenience features to the Safety Connect tier: Destination Assist and eDestination. With Destination Assist, drivers can speak with live operators who can help them find a street address, a business by name, or a type of business, then send the information to the vehicle's navigation system for calculations and routing. This eliminates street destination input or the point-of-interest (POI) search that some drivers find challenging.

eDestination is another way for drivers to avoid directly entering destinations into their navigation systems. From the comfort of their own personal computers, HS owners can search destinations by address, category or POI on the Lexus Web site. Destinations can be saved, organized, and then sent to their vehicles, where they will be available to be loaded in the navigation system the next time the vehicle is driven. This system allows the car owner the convenience and comfort of being at home when searching for frequent destinations.

Similar convenience features were also recently added to OnStar's system. In fact, almost all of Enform's features are available on OnStar. Toyota hasn't yet added Web browser, e-mail or text messaging, some of which are available on G-Book in Japan.

So Enform may end up with consumer appeal similar to that of OnStar, which has not been successful at all. OnStar's renewal rates have never been disclosed, but are widely believed to be well below 50 percent.

On the other hand, Ford has been wildly successful with its Sync system, which centers on the driver's own mobile phone handset.

So which is better: Sync or OnStar/Enform?

Sync has focused on Bluetooth and MP3 capability, not on navigation and emergency response as with OnStar and Enform. And up to now, Sync has not charged any subscription fees, but that may change with the introduction of traffic and directions information.

OnStar advertising also counters that in a severe collision the occupants could be incapacitated, or the mobile handset will fly about the cabin, preventing any 911 call from being placed.

It's unclear which of these two directions (handset-based vs. vehicle-based telematics) the rest of the industry will follow, as many carmakers have dropped out the telematics game altogether. Subscription- based telematics is not as financially lucrative as industry forecasts had predicted.

Lexus gives you a one-year complimentary subscription to Enform for HS buyers (navi-equipped cars) or one-year free Safety Connect (non-navi vehicles), so you can decide for yourself if it's worthwhile.

However, considering OnStar's lack of success despite massive investment and marketing, we doubt that many Lexus buyers will be renewing their Enform subscriptions when that free year expires.

Albert Austria, Senior Vehicle Evaluation Engineer, Inside Line