Love it or loathe it, advertising is the currency of the internet. We’re used to it tracking our clicks, mining our browser history, and popping up in every conceivable digital corner. But what if that invasive world of ads wormed its way into your car? Well, Ford’s latest patent suggests it could be on the horizon.

Ford’s new patent outlines a system that doesn’t just track your journey from A to B—it knows your speed, your route, your driving habits, and even the type of road you’re on, be it city streets or open highway. Armed with this data, it could bombard you with tailored ads across your vehicle’s screens. Yep, Big Brother is getting four wheels and a badge.

But that’s not all. Ford wants to take it a step further by tuning into your conversations. The system could “listen” to what’s happening inside the cabin, picking up on keywords or phrases, and gauging when to drop an ad based on how chatty you are. Enjoying a quiet moment? Here’s an audio ad. Engaged in conversation? Ford might tone it down—until you stop talking. It’s not hard to see the privacy red flags waving wildly in the rearview mirror.

The idea borrows from the world of online ads, where intrusive tracking helps fund our access to countless free services. Sure, Google gives you free email, cloud storage, and more, but at the expense of your data. Ford seems to be taking a page from the same book, only you’re already shelling out a good chunk of cash—€37,000 to €46,000, to be precise—for a new car. 

Unless these ads come with the promise of subsidizing your monthly payments or slashing subscription fees, this feels more like a cash grab than a consumer win. It’s a tough sell—getting hammered by ads on top of the hefty price tag of a new car? That’s a bit rich, even by automaker standards.

So, will Ford’s latest brainwave become the next annoying automotive trend, or will it remain locked in the patent drawer, never to see the light of day? Only time will tell, but if this is the future, let’s hope Ford figures out a way to make it worth our while—or at least worth turning the volume up.