In latest car models

In latest car models, it’s not just what’s under the hood that counts.

As the nation’s automakers display their wares at the Washington Auto Show this week, many aim to sell attendees on the technology inside the cars as much as their sleek exteriors and powerful engines.

From navigation systems to smartphone apps to Internet connections, consumer technologies are becoming a standard feature in cars at any price point. As a result, they’ve become the latest way a carmaker can differentiate itself from its competitors.

“In the past, we’ve always been focused on what was specifically automotive,” said Jim Buczkowski, director in research and innovation at Ford Motor Co. “The automobile [was] a bit separated from other environments. The rubber tires contact the road, and that’s about it. Today, everything is becoming connected.”