TMAP is on the rise. Following Volvo and Land Rover, BMW has completed the installation of TMAP in their vehicles. By the second half of the year, Mercedes-Benz is also expected to use TMAP. This has led to claims that TMAP has taken over the imported car market. What is driving this excitement around TMAP?
It all comes down to convenience. TMAP is significantly more user-friendly compared to the built-in navigation systems of luxury car brands. Individual brands find it challenging to develop navigation systems tailored for the Korean market, and even if they do localize their existing systems, consumer dissatisfaction often remains high. The introduction of Apple CarPlay and Android Auto since 2018 has shown to be less convenient than standalone navigation systems.
The application of TMAP Auto has eliminated many inconveniences. It integrates with voice systems, allowing users to receive navigation guidance through voice commands without needing to interact with the display while driving. For instance, in Volvo electric cars equipped with TMAP, the navigation system integrates with battery level information, offering routes that include electric vehicle charging stations, thus preventing worries about running out of battery.
Entertainment is also a significant factor. With various content applications from subsidiaries like TMAP Mobility, including FLO and Wave, drivers can enjoy music and video content inside their cars. It’s no longer just about navigation; drivers can access various content during the journey. With the enhancement of ‘comprehensive mobility’ features, luxury car brands are eagerly adopting TMAP technology.
There is even a noticeable trend where people are choosing cars specifically because of TMAP. In the case of Volvo, TMAP has been identified as one of the top three reasons for purchasing the brand. It’s not just Volvo; major players in the luxury car market such as Land Rover, BMW, and Mercedes-Benz are joining the TMAP family. Who will be next? The industry is watching closely.
Written by Lee Sang-jin daedusj@autodiary.kr