Switzerland is famous for fine watches and superb chocolates. It’s also home to the annual Geneva International Motor Show, one of the world’s most prestigious automotive events. And Bose was there.

In March 2007, more than 700,000 people attended the 77th Geneva show to preview future models, as well as cutting-edge technology, compelling design and world-class amenities.

	The Ferrari 612 Scaglietti—introduced as part of Ferrari's 60th anniversary celebration—is a perfect example. This redesigned 2+2 Grand Tourer boasts a hand-built V-12 engine that can propel driver and three passengers from zero to 62 mph in 4.2 seconds, and reach a top speed of 196 mph. And it comes with the world's first Bose® media system.
Take a closer look »

Bose developed the sound system for the original Scaglietti in 2004. This time, the challenge was greater.

"The goal was to integrate CDs, MP3s, AM/FM and satellite radio, cell phone and navigation into one system," says John Pelliccio of the Bose Automotive Systems Division. "And the driver needs to control all those features, easily and repeatedly."

Despite its racetrack performance, the 612 Scaglietti is designed as a road car. But you don't have to drive a quarter-million dollar thoroughbred to be aware of the challenges of driving and multitasking.

So, how do you talk on your cell phone, get directions from the navigation system, switch from an MP3 song to a satellite radio station and keep your eyes on the road? "We went back to the car radios of the 1950s," John says. "Two knobs: One for volume, and one for tuning. Even if you were born much later, you still understand and recognize it."
	More on Bose media system »

Simple to describe—but difficult to achieve. Bose engineers spent years researching, developing and testing prototypes. The Bose Media System was unveiled to an invitation-only group of automotive VIPs in Geneva, followed by demonstrations for journalists and the public. The system's proximity sensor drew considerable attention.

This exclusive Bose feature uses predictive technology to sense a hand's presence, then automatically changes the display to show only information required to complete the task. It's a more intuitive alternative to conventional systems currently available.

And the reaction in Geneva?

"I call it the 'trout face,' " John laughs. “Gaping mouth and wide eyes."

That's not something you see every day. But, then, neither is the Geneva auto show.

Learn more about the Bose media system »