Automakers Eyeing Apple’s ‘Eyes Free’ Technology
Apple's 'Siri' voice-activated technology is scheduled to be installed in future vehicles of nine major motor companies.

Apple CEO Tim Cook speaks at the annual Apple Worldwide Developers Conference.
Nine motor companies will install Apple’s new “Eyes Free” technology into future vehicles. The announcement was made at Apple’s annual Worldwide Developers Conference in San Francisco this week, and a day after Apple announced that Siri will serve as the platform its new “Eyes Free” in-car technology.
GM, Toyota, Honda, Chrysler, BMW, Audi, Mercedes-Benz, Jaguar and Land Rover have each committed to install the voice-activated system in their vehicle, with models and dates to be determined.
Toyota officials said the company is exploring the possibility of introducing the Siri Eyes Free Mode (SEFM) interface into Toyota, Lexus and Scion vehicles. The following is a statement the company released about its collaboration with Apple: “Ultimately, we believe alliances allow us to build better cars for our customers. It’s also good for us as a company to work with partners outside our industry. We’re exposed to new ideas and new ways of doing business that make us better. That said, this development with Apple is one of those cases.”
Honda’s Alicia Jones said Apple’s new Siri Eyes Free iPhone feature will extensively be applied to the Honda and Acura vehicle lineup. “Information about specific vehicle applications will be announced later this year,” she said. “Smart phones have become so integral to people’s lives that they are using them in vehicles, and the challenge is to enable the benefits of these devices without contributing to visual-manual driver distraction. This is important to Honda and we believe this new Siri-based functionality will be a positive step in reducing the risk of driver distraction.”
The announcements come just days after U.S. Transportation Secretary Ray LaHood issued a new guide titled, “Blueprint for Ending Distracted Driving.” LaHood has been after automakers to limit technologies that distract drivers. Earlier this year, he suggested that prohibitions be put in place to limit in-car technologies, but has since backed off of those statements but is urging automakers to voluntarily limit distractions inside their vehicles.
“Distracted driving is an epidemic,” LaHood said in a statement. “While we’ve made progress in the past three years by raising awareness about this risky behavior, the simple fact is people are continuing to be killed and injured — and we can put an end to it.”
More F&I

Why Your F&I PVR Is Misleading You
Here’s a handy checklist of the numbers to track in 2026 instead.
Read More →
Auto Consumer Anxiety Presents Opportunity
A survey of U.S. drivers found the majority are concerned about finances and the economy, but those fears make many ready to buy vehicle-protection products.
Read More →
Humble and Hungry: 12 Rules for an F&I Life
Dustin Gingerich, with a decade in the F&I business under his belt, shares his thoughts on leadership, building trust with customers, and the importance of learning and innovation.
Read More →
Focus on the Opening
F&I managers must learn as much as possible about their customers, starting before they walk into their offices. The bulk of today’s consumers expect that, and good results will follow.
Read More →
F&I Reaches for the Sky
The increasingly important profit center continued making gains in the first quarter, according to StoneEagle data, ancillary products proving more popular as consumers hold onto their buys longer.
Read More →
Timing the Market Can Hurt Long-Term Program Performance
For dealer-owned reinsurance entities, avoiding volatility entirely can mean falling behind inflation and missing market rebounds that drive long term surplus growth. Missing just a handful of strong market days can materially impact cumulative returns—an important reminder for long horizon trust and investment strategies.
Read More →
The 90/10 Rule
In this video, Ryan Ruff explains the rule that elite sales professionals use to turn ordinary conversations into unforgettable customer experiences.
Read More →
Your Office Is Talking
What’s the atmosphere saying about you to your customers? You can make minor adjustments and additions that transform your space into one that creates trust with the people on the other side of the desk.
Read More →
F&I Training Fundamentals
How can auto dealerships help F&I managers fulfill their vital role in the most effective ways? Industry expert Rick McCormick shares his insights on the best ways to train these professionals and help them maintain good habits.
Read More →
Not Just Any Tire Will Do
More consumers and businesses are opting for all-season options for various reasons as safety, sustainability and convenience push practical change.
Read More →