In-car phone system is first fruit of Fiat-Microsoft tie-up

Fiat Auto and Microsoft will launch an in-car communication and entertainment (ICE) system at the end of the month – the first product to emerge since they signed a partnership deal in 2004.

Blue&Me, which is based on Windows Mobile for Automotive, will allow Fiat and Alfa Romeo owners to plug their mobile phones and MP3 players into their cars and operate them via controls on the wheel.

Blue&Me is also likely to contain a navigation system, weather and traffic forecasts and satellite location that can be triggered in cases of theft and emergency.

The system, which will be unveiled at next month’s Geneva Motor Show, will be available exclusively on new Fiat and Alfa Romeo cars, as well as on Fiat commercial vehicles.

The Fiat Grande Punto and Alfa Romeo’s 159, Brera and Spider will be the first cars to be equipped with the system, followed by other models in due course.

The voice-activated system will allow users to utilise any Bluetooth-based mobile phone, even if it is in a pocket or handbag, without removing their hands from the steering wheel. Even incoming SMS messages are read aloud to the driver.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here