Last week Ford Motors announced new software, called Intelligent Speed Limiter, that can help drivers automatically stay within the speed limit.

Intelligent Speed Limiter scans traffic signs with a camera mounted on the windshield to automatically set the maximum speed for the vehicle. If the car is moving too fast, the vehicle will gradually choke off the gas. It doesn’t use the brakes. If the driver wants to go faster, she can simply keep her foot on the gas.

Intelligent Speed Limiter will have the same feel as the “coast” feature on cruise control.

Intelligent Speed Limiter is rolling out first in Europe, in the the new S-MAX.

By Sharon Campbell