Google Now is quite incredible as it is, but it seems like it gains a new superpower every couple of weeks. It's new show off ability is remembering where you parked your car.
The way it does this, is utilizing your smartphones on-board sensors, remembering when you've exited a moving vehicle, storing that location in its memory. It's a great feature to have, especially if you park out in the sea of cars in a parking lot. There are also some new features being blasted out with the update to Now, including the ability to give contacts nicknames.
There's also a new reminders interface, and you can now control some new settings with your voice. The new update is rolling out as we speak.