Bill Ford

Bill Ford, executive chair of Ford Motor Company, is criticizing the automotive industry's habit of adding technology for technology's sake rather than for genuine customer benefit. His remarks are being picked up by US outlets including The Detroit News and the Belleville News-Democrat. The comments touch on an ongoing debate about in-car screens, software subscriptions and feature bloat in modern vehicles.

Bill Ford, executive chairman of Ford, said that some Blue Oval customers want 'all the technology' in their vehicles. His remarks point to a split in Ford's customer base between buyers eager for the latest screens, connectivity and driver-assistance features, and those who prefer simpler cars. Ford has been adjusting its technology strategy as it balances electric vehicles, software offerings and traditional models.