It sounds like a huge distraction.
Many models and makes can read traffic signs. This provides useful information for the driver. A new Ford patent gives some insight into the technology’s future potential use: advertising. Ford’s new technology will eliminate the need to ignore unattractive billboards on roads.
Imagine a future in which you drive down the road and see a sign for your favorite restaurant. Your car will then prompt you to order because it knows that Thursday is take-out day. The technology that is embedded in cars to aid people in their daily lives is increasing. This would allow them to create a personalized driving experience. It could also force advertisers to pay Ford to access to its fleet of billboard-scanning-equipped cars, expanding revenue streams beyond the car itself.
Ford responded to our inquiry about the technology by saying that they submit patents to “normal course of business” but not necessarily indicating new product or business plans. However, this technology could prove to be a selling point for some buyers as automakers look to develop new products and services to make their vehicles stand out from the rest. Or it could be a big turn-off.