Ford has made a decision that, for many, might go unnoticed. However, it has an interesting impact on its strategy: eliminating an automatic parking feature in some of its models. Yes, that system that allowed parking without touching the steering wheel is about to disappear, and it seems that few will care in the end. Are they crazy enough to bring such an advanced feature back? Kumar Galhotra, Chief Operating Officer at Ford, has explained that the Active Park Assist system will no longer be present in the brand’s upcoming models. Curiously enough, while this system is viewed as an addition of technological advancement, studies show it was seldom utilized by drivers. It’s like that gadget you buy enthusiastically but later forget about in a drawer.
Ford’s decision to retire parking system is based on data
This decision wasn’t made on a whim: Ford analyzed data collected from its connected cars to determine which features of its systems were actually being used. And, surprise, surprise: automatic parking was one of the least concerning features for drivers. In addition to being a “benefit considered superfluous,” this feature also entails costs. According to calculations made by the company, eliminating it would save approximately $60 per vehicle. While that may seem like a small number, Ford is looking at a resultant $10 million per year when multiplied by production volume. Not terrible, right?
Such technology involved some mass-market cars such as the Ford Edge, Escape, and Mustang Mach-E. However, the numbers just didn’t stack up well enough for Ford to keep it. The savings, therefore, could potentially translate into keeping competitive prices in the market for customers.
Does it even matter?
For most drivers, probably not. According to the data, the technology was more of a luxury than a necessity. In that respect, although it may be advantageous in high-stress urban parking situations, it was generally nonessential for most drivers. Thus, it is one of those gadgets which you buy with passion and shove it into an empty drawer later. Ford didn’t decide on a whim-it analyzed data from actually- connected cars to understand what features of its systems were actually being used. Ford isn’t skirting away from the innovation in short.
This decision speaks volumes about Ford’s current direction. Instead of investing in high-end technology that adds little value for most users, Ford is focusing on features that improve the daily driving experience. This aligns with its broader push toward electric vehicles, where efficiency and functionality take priority. Ford isn’t alone in rethinking its approach to technology. Other manufacturers, such as Hyundai and Kia, are also reviewing which features make sense to retain. What once seemed essential for driving change often doesn’t fit into drivers’ routines. Innovation, after all, is not just about what’s possible but about creating something truly useful.
