J.D. Power and Associates Reports: Popularity of Real-Time Traffic and Voice Recognition Features in Navigation Systems Increases

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J.D. Power and Associates Reports:
Popularity of Real-Time Traffic and Voice Recognition Features in Navigation Systems Increases

The Clarion Navigation System Supplied to the Lincoln MKS

Ranks Highest among Factory-Installed Navigation Systems

WESTLAKE VILLAGE, Calif.: 1 December 2009 — Real-time traffic and voice recognition are becoming
increasingly popular features among factory-installed navigation system owners, compared with 2008, according
to the J.D. Power and Associates 2009 Navigation Usage and Satisfaction Study
released today.

The study finds that 26 percent of owners report having a factory-installed navigation system equipped with real-
time traffic capabilities—twice the proportion of owners in 2008 who said the same. Among owners whose
systems do not currently have the real-time traffic feature, nearly 80 percent report interest in having the option in
the future. Real-time traffic capability has a considerable impact on overall navigation system satisfaction, as
satisfaction averages 8.1 (on a 10-point scale) among owners with the feature, compared with 7.3 among those

Approximately 60 percent of owners report having voice recognition on their factory-installed navigation system.
Among those owners who do not currently have the feature, two-thirds of respondents express an interest in
having it in the future. Overall navigation system satisfaction is positively impacted by the presence of voice
recognition. Among owners who report having the feature, satisfaction averages 7.7 compared with an average of
7.2 among owners of systems without voice recognition technology.

“Among the 10 navigation systems with the highest levels of customer satisfaction, all of them have real-time
traffic capabilities, and a majority are equipped with voice recognition—underlining the positive effect these
advanced features have on overall navigation system satisfaction,” said Mike Marshall, director of automotive
emerging technologies at J.D. Power and Associates. “With 39 percent of consumers in the study reporting that
they would have purchased another vehicle if navigation wasn’t available (up from 31 percent in 2006) there is a
growing segment of automotive consumers who are driven by technology. Integrating and delivering advanced
user-facing technology in vehicles will continue to gain importance among manufacturers fighting for market

Now in its 11th year, the study identifies six factors that contribute to overall customer satisfaction
. In order of
importance, they are: ease of use; system routing; system appearance; voice directions; navigation display screen;
and speed of system. The study also measures quality by examining problems per 100 (PP100) navigation systems,
in which a lower score reflects higher quality.

The Clarion navigation system supplied to the Lincoln MKS ranks highest in consumer satisfaction with factory-
installed navigation systems and performs particularly well with the ease of use factor. The Clarion navigation
system supplied to the Ford Flex follows in the rankings, while the Pioneer navigation system in the Acura TL
ranks third.

The study also finds the following navigation system trends:

 More than one-half of respondents report using their system on a regular basis (at least one to two times
per week).
 Among consumers who have previously owned a vehicle equipped with a factory-installed navigation
system, approximately 80 percent say that their current system is performing at the same level or better
than their previous system.
 Approximately one-fourth of consumers say they believe that an annual update for mapping software is
necessary and would be willing to pay an average price of $57 for updates.

The 2009 Navigation Usage and Satisfaction Study is based on responses from 16,939 owners who recently
purchased or leased new 2009 model-year vehicles with factory-installed navigation systems. The study was
fielded in October 2009.

About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services
company operating in key business sectors including market research, forecasting, performance improvement,
Web intelligence and customer satisfaction. The company’s quality and satisfaction measurements are based on
responses from millions of consumers annually. For more information on car reviews and ratings
, car insurance
health insurance
, cell phone ratings
, and more, please visit JDPower.com
. J.D. Power and Associates is a business
unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies:
Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global information services provider
meeting worldwide needs in the financial services, education and business information markets through leading
brands such as Standard & Poor’s, McGraw-Hill Education, Platts, Capital IQ, J.D. Power and Associates,
McGraw-Hill Construction and Aviation Week. The Corporation has more than 280 offices in 40 countries. Sales
in 2008 were $6.4 billion. Additional information is available at www.mcgraw-hill.com

J.D. Power and Associates Media Relations Contacts:
John Tews; Troy, Mich.; (248) 312-4119; media.relations@jdpa.com

Syvetril Perryman; Westlake Village, Calif.; (805) 418-8103; media.relations@jdpa.com

No advertising or other promotional use can be made of the information in this release without the express prior
written consent of J.D. Power and Associates. www.jdpower.com/corporate

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