Ford is to sell a car that can read road signs and adjust its speed accordingly to ensure the vehicle is not driving too fast.
The speed-limiting tech can be activated via the steering wheel and briefly overridden by pressing firmly on the accelerator.
The car company suggests the facility will help drivers avoid fines and could reduce the number of accidents.
However, one expert said the innovation might only serve as a "stopgap".
"There's a plan for speed restrictions to be beamed to your car's computer systems and controlled from there, rather than requiring street sign visual recognition systems," said Paul Newton, an automotive industry analyst at the IHS consultancy.
"This would be part an extension of the networks that will connect vehicles, allowing cars to warn those behind them if they are slowing down, which is all part of a move toward autonomous vehicles that drive themselves."
The new vehicles will alert the driver to detected road signs via a read-out in the centre of the car's speedometer
Such a system, however, is some way off.
Ford's technology will become available to the public this August, when it launches the second generation of its S-Max cars in Europe.
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