Bose to launch high-end media center for Ferraris

  • Chicago (IL) – Bose has long been the choice when it was about purchasing the ultimate audio system for your new car. But the company has fallen behind the trend when more than consumers began asking for more than CD playback capability in their car. Bose has now received FCC approval for a media center, apparently developed exclusively for Ferrari sports cars, that will cover digital music, satellite radio, TV, navigation and a new intelligent music selection tool.

    “Keeping with the tradition of high style, performance, and excellence, Ferrari has fitted this model with a premium Audio/Navigation system by Bose. The Media Center combines classic styling with leading edge technology to provide a total sensory experience like no other.” Reading through the introduction of the manual for the multimedia system of a Ferrari 612 Scaglietti or 599 Fiorano provides a hint that there is an appropriate media center that goes along with that $200,000+ ride.

    So far unannounced, the pictures and manual posted on the FCC website suggest that Bose is preparing a new range of entertainment devices that eventually will trickle down from the most expensive cars you can buy today into higher-end and mainstream models. Specifications of the device were available but we do know that the Media Center will use a screen with at least 7” in size and combine audio and video playback on several levels.

    As more and more multimedia systems in cars today, the Bose unit integrates GPS capability and integrates a storage device which allows users to store content from “hundreds” of music CDs locally in the car. Users can also connect their iPod, listen to satellite radio (XM) or control their cellphone via Bluetooth. It is unclear whether the system will use a hard drive or a flash drive as storage device.

    What makes the Bose Media Center unique is a capability to receive TV broadcasts - a feature that is still very rare in the U.S. – as well as a “uMusic” feature, which the company claims can store and detect music tastes and select music accordingly throughout the database. Users will be able to store six “tastes” which are created by rating currently playing music through “+” and “-“ keys. The system then tries to identify similarities and choose other tracks that are likely to fit the listener’s taste.

    Bose declined to comment when the system may become available and what it may cost. But then, most of us won’t have to worry about that anyway, at least for now.