Lexus to roll out system that lets its cars talk to drivers

— -- It announced Wednesday that new Lexus vehicles will start being delivered later this year with a system that includes capability for voice messages sent directly from the automaker to its drivers.

Called Lexus Insider, the service will let Lexus send audio messages to participating owners on whatever subject it chooses, from tips on making the best use of the vehicles' features to suggestions for a scenic drive.

Toyota officials promise to be discerning and restrained.

"We're not going to barrage customers with marketing messages," vows Jon Bucci, vice president of Toyota's U.S. advanced technology unit.

Toyota believes the capability, part of a larger package of new electronic features coming to select Lexus vehicles under the name Enform, is a luxury-car first. Spokesmen for its two top import competitors, Mercedes-Benz and BMW, say they don't offer it. BMW has a system that allows drivers to remotely send themselves reminder messages and map routes to their navigation systems.

Bucci says the Lexus messages can be highly targeted, such as tailored for those who have a specific vehicle type or who live in a particular ZIP code. It's yet to be seen whether drivers find the Lexus system helpful — or verbal spam.

"It's a non-starter," says William Matthies of consultants Coyote Insight and a longtime consumer electronics executive. "You've got the same thing coming to your home now. It strikes me as the same thing" as junk mail.

Assertions that the messages will be targeted and useful enough to appeal to particular drivers don't impress Matthies. "They're not claiming anything different than all direct marketers claim," he says.

Bucci says he's sensitive to luxury-car owners who may not want to participate. "Many of our owners enjoy their car as a cocoon," he says.

Those who want to participate will see whether they have any messages when they start the vehicle's engine. They can hear the message right away or turn to a section of the navigation system where they see a list of waiting audio messages. Each message can last upwards of three minutes. Lexus Insider won't require a subscription.