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

For every company that ever dreamed of being able to talk directly to its customers, Toyota (TM) has found an answer.

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.