# Voice-Controlled Car Assistants Ford Has Added Customizable Alexa Support with an Amazon Deal By Colin Smith | Published 2022-04-11 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/ford-x-amazon References: [autoblog](https://www.autoblog.com/2022/04/09/alexa-ford-lincoln-personalize-commands/) & [ford](https://www.ford.ca/technology/connected-technology/?searchid=700000001050422&campaignid=71700000010155675&gclid=CjwKCAjwo8-SBhAlEiwAopc9Wyni8vPY6AnarA-TqZTWDibyduQvG4y2i6MeWtxM4yPfAL7Ak4F-NRoCNksQAvD_BwE&gclsrc=aw.ds)  Ford has added customizable [Amazon](https://www.trendhunter.com/trends/bmw-and-amazon) Alexa commands to its Ford and [Lincoln](https://www.trendhunter.com/trends/ford-ai-assistant) suite of vehicles as part of a six-year-long [Ford x](https://www.trendhunter.com/trends/bluecruise) Amazon partnership. With these new features, car owners will be able to personalize the commands their Alexa assistant receives. For example, a user can say "Alexa, turn the music down," and Alexa will ask how many volume points the user would like the music turned down by. Then, in the future, Alexa will automatically use this number when responding to volume-related commands. In addition to volume control, Alexa's commands will also be personalizable for temperature control, GPS control, and other services related to the in-car entertainment and navigation system. As part of the Ford x Amazon partnership, new Ford or Lincoln owners will receive three years of Alexa services for free. Image Credit: Shutterstock ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 36% | Activity: 42% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Personalized Voice Controls:** Develop personalized voice controls for cars, like volume and temperature adjustments, to improve the overall driving experience. - **In-car Smart Assistants:** Capitalizing on existing voice-control technology, innovative companies may develop advanced in-car smart assistants for drivers. - **Integration with Smart Home Technology:** Opportunities exist for companies to integrate smart home technology with in-car voice assistants, allowing drivers to interact with home systems from their car. ### Sectors Adopting This - **Automotive:** As seen with Ford's six-year-long Ford x Amazon partnership, there is the potential for the automotive industry to collaborate with tech companies to enhance user experiences. - **Smart Home:** Innovative smart home companies may want to explore integration opportunities with in-car voice assistants, which can improve accessibility and convenience. - **Navigation and Entertainment Systems:** Companies who specialize in in-car systems can leverage voice control technology to make their navigation and entertainment systems more user-friendly. ## Related on Trend Hunter - [Natural Language Automotive Assistants](https://www.trendhunter.com/trends/bmw-and-amazon.md) - [Voice Assistant Infotainment Updates](https://www.trendhunter.com/trends/jaguar-and-land-rover-vehicles.md) - [AI-Enabled Car Assistants](https://www.trendhunter.com/trends/soundhound-ai.md) - [Advanced Automobile Driver Assists](https://www.trendhunter.com/trends/bluecruise.md) - [Certified eCommerce Vehicle Shops](https://www.trendhunter.com/trends/ford-and-amazon-autos.md) - [Android-Powered Infotainment Systems](https://www.trendhunter.com/trends/2025-ford-explorer.md) - [Online Car Platforms](https://www.trendhunter.com/trends/hyundai-partners-with-amazon.md) - [Auto-Branded Digital Experience Systems](https://www.trendhunter.com/trends/ford-digital-experience.md) - [Conversational Smart Home Features](https://www.trendhunter.com/trends/alexa-smart-home.md)