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Bill Ford says carmakers must appreciate owners weary of in-car tech

Vehicles are becoming connected and autonomous driving is right around the corner, even for customers less comfortable with technology
By: Michael Hatamoto | Technology in Vehicles News | Posted: Sep 8, 2014 5:33 pm

New car technologies that has paved the way for autonomous driving, cars communicating with one another, and other emerging features could scare some drivers away, according to Ford Chairman Bill Ford. To counter this initial fear, Ford and other carmakers need to make it easier for customers to opt out of high-tech car technologies they might not be interested in.




"A lot of this really cool technology... kind of freaks some people out," said Bill Ford, Ford Motor executive chairman, during a recent conference. "Some people hear 'autonomous driving,' and say, 'Oh my God, I never want to get into that vehicle.' Other people say, 'I don't want my car talking to other cars. That's terrible.' We have to do this thoughtfully."


Regardless of potential concerns, cars are getting smarter - and more connected - but automakers will continue to walk a fine-line to ensure they aren't forcing car buyers into uncomfortable situations.


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