• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'

2

Trump pulls back after Iran crosses his red line as U.S. military breaks two-week streak of airstrikes amid talks for potential Hormuz deal

3

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down

1

The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'

2

Trump pulls back after Iran crosses his red line as U.S. military breaks two-week streak of airstrikes amid talks for potential Hormuz deal

3

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
Tech

How Ford is tackling one of the biggest challenges for self-driving cars

By
Verne Kopytoff
Verne Kopytoff
Senior Editor, Tech
Down Arrow Button Icon
By
Verne Kopytoff
Verne Kopytoff
Senior Editor, Tech
Down Arrow Button Icon
June 23, 2015, 9:27 PM ET
The Ford logo is pictured at the Ford Motor Co plant in Genk
The Ford logo is pictured at the Ford Motor Co plant in Genk December 17, 2014. In 2012 Ford announced that production of the models made in Genk would move to Valencia, Spain, with the loss of 4,300 jobs at the Belgian site. REUTERS/Francois Lenoir (BELGIUM - Tags: BUSINESS LOGO EMPLOYMENT TRANSPORT) - RTR4IF6MPhotograph by Francois Lenoir — Reuters
Add Fortune on Google for similar content.

Every driver has had to pass up a choice parking place because it was too narrow. No point in maneuvering into a tight spot only to discover that you can’t squeeze out of the door.

Ford is trying to solve the problem with experimental self-driving technology that lets drivers step out of the car and leave their vehicle it to park itself. All drivers have to do is press a button on a key fob to make the car pull in and out of tight parking spots and garages entirely on its own.

The auto giant showed off a prototype at a press event Tuesday in San Francisco. The company is trying to show that it is on the cutting edge during a time of rapid evolution in the auto industry.

Car makers are racing to develop self-driving technology, which would let drivers sit back and relax while futuristic vehicles chauffeur them around town. Many traditional car companies are testing this technology including Ford, Audi and Daimler’s Mercedes-Benz as are upstarts like Google (GOOG) and Tesla (TSLA).

Signaling its seriousness, Ford said Tuesday that it had elevated work on self-driving cars from mere research to an advanced engineering project. The new designation means that the company is hoping to make the required technology feasible for production, although executives acknowledge that it will likely take years before that happens.

“Autonomous vehicle technology is another step closer to production at Ford,” said Raj Nair, Ford’s group vice president for global product development.

Instead, on Tuesday, Ford (F) emphasized its existing semi-autonomous car technology including systems that automatically warn drivers about pedestrians in the roadway and potential collisions. If the driver fails to respond to the warnings, the system can automatically apply the brakes.

The technology, which is widely available in luxury vehicles by other manufacturers, is already an option for one of Ford’s European models. Ford said that it plans to premiere it a U.S. model next year.

Ford is trailing the competition when it comes to self-driving technology. CEO Mark Fields has responded by saying that the company isn’t focused on being the first to market, but instead want to bring the technology to mainstream car buyers.

The automated parking system Ford demonstrated Tuesday is one small step in Ford’s plan toward that goal. Parking by a self-driving car — without a human at the wheel — is a complex problem that researchers at virtually all car makers are trying to solve.

Many auto companies already sell systems that help drivers inside cars with parking, in many cases doing much of the steering for them. But leaving the job entirely to a computer while the driver stands outside makes things that much more complicated.

“This is a first step that everyone wants to take, but it’s a cliff,” said Joseph Urhahne, an engineer with Ford’s advanced driver assist program.

In this case, drivers approach the open spot they want with their car, get out and then, while standing nearby, press buttons on a key fob to signal to the car can go ahead and park on its own. Using sensors, the car can visualize the available parking space and pull into it — all without side-swiping any cars parked next to it.

For safety, the car keeps an eye open for potential dangers like someone walking behind it. If it detects something, the car stops in its tracks.

But the parking technology still has some kinks that need to be worked out. Occasionally during his demonstrations Tuesday, Urhahne had to reboot the car after its computer froze. Additionally, drivers must drop off their car within ten yards of the desired parking spot or its sensors will not detect it. Drivers must also stand near their car — within eight to ten yards — to control it with their key fob.

For more about self-driving cars, watch this Fortune video:

 

About the Author
By Verne KopytoffSenior Editor, Tech
LinkedIn iconTwitter icon

Verne Kopytoff is a senior editor at Fortune overseeing trends in the tech industry. 

See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in Tech

‘My childhood home is being taken’: Eminent domain for data centers targets properties across a thousand miles of grid expansion in Georgia
EnergyData centers
‘My childhood home is being taken’: Eminent domain for data centers targets properties across a thousand miles of grid expansion in Georgia
By Joshua HongJuly 26, 2026
46 minutes ago
One woman holds a "No data centers" sign while another points toward a white house.
EnvironmentData centers
Data centers were actually making electricity costs cheaper, but the $7 trillion buildout with no guaranteed AI demand is threatening the trend
By Sasha RogelbergJuly 26, 2026
3 hours ago
Booted from Malaysia, tech guru Balaji Srinivasan finds a new patron for his ‘nomad’ commune: Kazakhstan
AsiaMalaysia
Booted from Malaysia, tech guru Balaji Srinivasan finds a new patron for his ‘nomad’ commune: Kazakhstan
By Angelica AngJuly 26, 2026
5 hours ago
Intern arrested in Belgium on suspicion of spying inside NATO military headquarters and ‘being a member of a criminal organization’
CybersecurityNATO
Intern arrested in Belgium on suspicion of spying inside NATO military headquarters and ‘being a member of a criminal organization’
By Sam McNeil and The Associated PressJuly 25, 2026
11 hours ago
Samsung wins $200 billion order to supply chips to Broadcom
AIChips
Samsung wins $200 billion order to supply chips to Broadcom
By Hooyeon Kim and BloombergJuly 25, 2026
13 hours ago
SK chair says Anthropic asked for supplies to make its own chips
AIChips
SK chair says Anthropic asked for supplies to make its own chips
By Ian King and BloombergJuly 25, 2026
13 hours ago

Most Popular

The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
Real Estate
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
By Nick LichtenbergJuly 25, 2026
22 hours ago
Trump pulls back after Iran crosses his red line as U.S. military breaks two-week streak of airstrikes amid talks for potential Hormuz deal
Middle East
Trump pulls back after Iran crosses his red line as U.S. military breaks two-week streak of airstrikes amid talks for potential Hormuz deal
By Jason MaJuly 25, 2026
14 hours ago
'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
Economy
'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
By Eleanor PringleJuly 24, 2026
2 days ago
An 11-year-old is cleaning his neighbors' trash cans for $10 each—he now has 100K followers as teens face the worst summer job market since 1948
Success
An 11-year-old is cleaning his neighbors' trash cans for $10 each—he now has 100K followers as teens face the worst summer job market since 1948
By Orianna Rosa RoyleJuly 25, 2026
1 day ago
Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
Big Tech
Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
By Sydney LakeJuly 23, 2026
3 days ago
A Hims cofounder fired his entire marketing team for AI. Now his 24/7 online vet service is growing 20% a month
Success
A Hims cofounder fired his entire marketing team for AI. Now his 24/7 online vet service is growing 20% a month
By Sydney LakeJuly 25, 2026
20 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.