Pandora music service expands automotive presence image

Pandora Media Inc., which provides music in vehicles through smart phones, announced today that its service will be offered in six more Ford Motor Co. models and in some vehicles of Toyota’s Scion brand.

As a result of expanding its partnership with Ford, the service will now be available in 10 Ford vehicles and two Lincoln vehicles.

Currently, the company also has in-vehicle integrations with nameplates such as BMW, Mercedez-Benz and Mini.

Pandora’s vice president of business development, Jessica Steel, said:

“Nearly 50% of radio consumption happens in the car, so it is a natural venue for Pandora. We want to make the experience as easy in the car as it is at home, at the office, and on a mobile phone.”

Other automotive manufacturers that have announced plans to integrate Pandora include Buick, Chevrolet, GMC, Hyundai and Toyota.

The latest effort by Pandora to turn a profit comes just a month after it started trading on Wall Street and amid continued concerns that it may not be able to stay afloat with a lack of revenue drivers. The service is mostly free for users, with a majority of revenue coming from ad sales.

The company has substantial and growing revenue — $51 million in the quarter ended April 30, from $21.6 million in the period a year earlier — but has not announced yet making a profit, with losses nearly doubling from $4.97 million to $9.1 million over the same period.