Ford Authority routinely reports on a select few patents filed by the automaker itself, which can – in some cases – preview the arrival of features in production vehicles in the future. However, the reality is, few patents actually wind up coming to fruition, though it’s interesting to see what sorts of innovations companies are coming up with on a regular basis. However, a recent patent filing from Ford – which was first uncovered by Ford Authority and then subsequently written about by numerous other sites – caused quite the stir, it seems.
The patent filing was for an in-vehicle advertisement system that would use things like a vehicle’s destination, location, speed, drive mode, or surrounding traffic to determine what kinds of ads – as well as how many – to display inside of the vehicle. This isn’t the first time Ford has published a patent revolving around the same concept, either. Back in 2021, the automaker filed a patent for an in-vehicle advertisement system that would use a vehicle’s cameras to read roadside billboards and subsequently display targeted ads related to those billboards’ content on the infotainment screen. Then, in April 2023, the automaker published another, similar patent for a system that could also display ads and images on a vehicle’s windows.
Perhaps at least partially due to the fact that some sites used clickbait-like headlines and sensationalized reporting to cover this patent filing, this particular idea caused quite the controversy across the internet, with many going to the extreme of assuming that Ford fully plans to begin bombarding us with advertisements while we’re just trying to drive somewhere. However, as previously stated, a patent doesn’t indicate in any way, shape, or fashion that an idea is certain to come to life – and in a statement provided to Ford Authority, the automaker was keen to remind us of that fact.
“Submitting patent applications is a normal part of any strong business as the process protects new ideas and helps us build a robust portfolio of intellectual property,” a Ford spokesperson said in this statement. “The ideas described within a patent application should not be viewed as an indication of our business or product plans. No matter what the patent application outlines, we will always put the customer first in the decision-making behind the development and marketing of new products and services.”
As such, it’s simply silly to jump to the conclusion that any patent filing – including this one – is an indication that Ford or any other company intends to do anything, really, other than work to secure intellectual property in a highly competitive industry.
Comment
Welllll, maybe it do and maybe it don’t. Call me skeptical. The fact is, the OEMs are trying to monetize in-vehicle “value-add” services (whatever that means). As we are all undoubtedly aware, it is well nigh impossible to find applications that don’t rely on ad revenue for a so-called “free” tier. And, like the rest of the OEMs, Ford has been discussing various revenue models as a part of its product strategy.
One thing’s for d@mn sure – the first time I see an ad pop up on my center console display is the day I am no longer a Ford customer.