Recently Ford announced that it's moving into a partnership with none other than Google. What can we expect from this collaboration and others like it? Most importantly, what are the pros and cons for consumers?

Technology is advancing us into the future, but at what cost?

What can we expect with a Google and Ford partnership?

With Ford's innovative pickup production and Google's technology ecosystem, you're looking at vehicles that can revolutionize the industry.

Google has already made a stamp on android phone manufacturing, and began its way into automobile infotainment programs. It's no surprise that Google is branching out by connecting all of its services using its own software in all types of vehicles.

According to

Politico

, a previous attempt at partnering with Ford didn't go quite so well. Originally, Google wanted to manufacture its self-driving project, the Waymo, using Ford's expertise.

The plan was dropped because Ford wouldn't allow Google to market the self-driving unit to other automakers. With the changing of guards or CEOs in this case, plans changed and now the two are merging together to provide 'smart' vehicles, so to speak.

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What are big tech companies, like Google, trying to do with automobiles?

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Big tech giants, like Google, Apple, and even Amazon, are breaking into a billion-dollar industry by offering automakers an all-or-nothing deal with their products.

To get access to Google Maps, the brand would have to agree to take the Play Store as well as other Google services. What's in it for the tech companies? Well, more money to be exact, as well as exposure to newer consumers.

They can offer monthly subscription services to the owners of the vehicle, so they can access all the services provided. They can get help navigating to a location, find local restaurants, or listen to their favorite tunes while driving.

Which ecosystem they use would depend on the vehicle the consumer purchased. If they buy a Ford, they would be using Google's products for everything they need.

What are the drawbacks to using these systems in Ford, or other brand vehicles?

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While it sounds convenient, there are drawbacks to it. Having one company, like Google, monopolize a vehicle's software products, other companies would essentially be locked out.

Amazon can use its Alexa platform through Apple CarPlay and Android Auto, but its functionality is limited. That's why the internet retail giant sought partnerships with GM and BMW. It will also offer services with other brands as well.

These big tech companies, though, haven't exactly been honest with their consumers. The whole ecosystem thrives on collecting data for ad-focused needs, but as the Electronic Frontier Foundation group claims, they gather information that they shouldn't.

Plus, they don't always use the data they collect responsibly. Google, for example, promised, in 2008, that it wouldn't combine data from consumer products with its advertising program. They went back on that promise later on.

How this merger will pan out remains to be seen, but you can bet that automobiles will probably go this route in the future.

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