With the increasing number of speed cameras all over Europe, Ford's Adjustable Speed Limiter has been unexpectedly becoming a more common purchase. This Ford feature allows drivers to set a maximum speed to mitigate the risk of speeding fines or bans caused by unintentionally running beyond the legal speed limit. In the United Kingdom, 20 percent of customers enjoyed the benefits that the speed limiter provides.
The Adjustable Speed Limiter was launched in 2010. The driver can set a top speed within a range from 10mph to the legal limit. When the self-selected limit is exceeded, the engine reduces fuel supply and the automobile slows down. Around 35,000 safety cameras are found across Europe. Since 1996, one in five motorists is caught by safety cameras in the UK alone. In 2008 and 2009, safety cameras produced £87 million in fines in the UK.
At least 220,000 Ford automobiles fitted with the speed limiter were sold in 2011, surpassing other driver assistance features in the Ford lineup. Ford of Europe's technology supervisor Dr Torsten Wey disclosed that the Adjustable Speed Limiter is now fitted in the majority of automobiles they produced. He added that the demand proves "just how valued it is." Further Ford models fitted with the Adjustable Speed Limiter include Focus, Galaxy, Grand C-MAX and C-MAX.