Mio looks to Knight Rider to stand out in the GPS crowd

If you've ever dreamed of having KITT in your own car, GPS manufacturer Mio is about to make that a reality with its latest model coming later this year.

"Michael, so very good to see you."

NEW YORK CITY (BetaNews) - No doubt many a fan of the hit 1980s action drama Knight Rider have long dreamed of the day when they would be able to jump in their car -- whether it was a Pontiac Trans Am or not -- and hear that familiar phrase.

GPS manufacturer Mio has come to the rescue with the Knight Rider GPS, to be launched later this year at a retail price of $279. While it won't let you program your car to perform all kinds of crazy stunts, it will get you where you need to go, complete with the voice of William Daniels as KITT.

Mio told BetaNews that the idea just seemed to make sense to the company. While the GPS really is nothing more than a souped up Moov 310, its the kitsch value that could make it one of the surprise hit products of 2008.

Timing of the device with other projects surrounding the Knight Rider franchise are coincidental. While a feature length film is said to be in the works, and NBC is also planning to debut a new series this fall, neither are related to Mio's decision.

Of course, it wouldn't hurt to release such a product at this time, either.

Among the features of the device are a black enclosure, vertical pulsing red LEDs that move with Daniels' voice, and about 200 pre-recorded first names for personalization. One drawback is no capability to read aloud specific street names, although the company said it is working on a way to best implement it on the device.

The company does not necessarily expect to sell a lot, although its representatives say it's been "floored" by the interest it has generated in just the few days that it has been public. But there may be a more broader reason for a product like this.

Put simply, the GPS market is a "sea of gray boxes," as one marketing representative put it to us at a press event here on Wednesday night. While the consumer may not be willing to put down the extra $50 for the voice of KITT and the flashing red LEDs -- the Moov 310 retails for $229 -- it could at least put Mio in front of the consumer at the right time.

The resulting effect could mean increased sales for Mio overall -- whether it be this particular unit or any of the company's other models. Currently, its devices rank behind market leaders Garmin and TomTom, as well as Magellan and Navigon in terms of sales data from Amazon and Pricegrabber.com.