The Automatic talks to your car’s onboard computer and uses your smartphone’s GPS and data plan to upgrade your car’s capabilities. It works with basically any car since 1996 and basically gives you the features of a luxury car for only $70.
I think the Automatic is desirable for a few reasons. First, the name is fantastic for the product. Second, the price is just enough to make it seem useful and luxurious without being overly expensive. It also provides tons of new functionality to a car. Finally, I think the visual design of the site and of the device is beautiful.