By Katherine Beaty
Once upon a time, a car was just a car. It took you to work, the grocery store, and out with friends. Maybe it had a cassette deck and some flair, like dice on the mirror or a sarcastic sun visor. As I write this article, I am thinking of one of my favorite song lyrics, the line by Royce Da 5’9” from the song “Lighters” by Bad Meets Evil: “My car starts itself, parks itself, and autotunes, ’cause now I’m in the Aston.”
Now? Vehicles now come loaded with more processing power than a recording studio full of Neve consoles and Auto-Tune plugins. Basically, they’re out here producing tracks while you’re finding a parking spot. They drive themselves, avoid collisions, call for help, and adjust your seat based on posture. And they’re talking, ALL the time.
It’s called vehicle-to-everything (V2X). Cars are chatting with traffic lights, toll booths, satellites, cell towers, and even other vehicles. It’s all about making transportation safer, smarter, and smoother.
Cars are talking. Parking’s ghosting.
But here’s the awkward silence: If the car is talking to everything, why is parking still the strong, silent type?
Connected cars aren’t new; they’ve been rolling around for years — Teslas, Toyotas, you name it. They’re constantly transmitting data like location, battery range, and even payment info. This isn’t Knight Rider anymore. Today’s cars make KITT look like he needed a software update.
But when these high-tech cars hit a parking facility? Crickets. No digital handshake. No shared data. No coordination. Just a sign that says, “Please take ticket.” Or worse, “Exact change only.”
Parking’s been chasing frictionless experiences for more than a decade, and some have made impressive strides. But if we want to meet drivers where they and their vehicles are going, it’s time to pump up the volume — is anyone else now hearing MARRS’s 1987 hit song in their head? — and join the conversation.
Time to stop ghosting the vehicle
V2X isn’t a shiny buzzword; it’s an open door. It’s our chance to join the broader mobility conversation. Here’s what’s possible when we start listening and integrating:
• Automatic check-in/check-out: The vehicle logs itself in upon entry. No gate. No app. No scavenger hunt in the rain for a QR code.
• Proactive wayfinding: The car guides the driver to the perfect spot, electric vehicle charger, a space that complies with the Americans with Disability Act, or, if you’re like me, a corner spot where only one side risks a door ding. No signage clutter required.
• Live rates and reservations: Real-time prices beamed straight to the car. The driver compares, selects, and reserves before pulling in.
• Frictionless payments: If your car can pay for tolls and Chick-fil-A, it can absolutely handle parking.
• Better security and enforcement: Combine plate recognition and telemetry, and you’ve got smoother validation and sharper fraud detection. A win for everyone, especially the rule followers.
Who benefits? (Spoiler: everyone)
This isn’t about tech for tech’s sake. It’s about operational value:
• Municipalities cut congestion, boost compliance, and do more with less.
• Universities ease peak-hour chaos and improve user experience.
• Private operators increase yield and reduce manual labor.
• Hospitals, airports, and venues create seamless first impressions.
Even support and implementation teams — shoutout to my people! — get fewer headaches and more time for strategy.
Why aren’t we there already?
Because many are still catching up. The parking industry doesn’t lack vision; it lacks integration. That’s not entirely our fault. Between legacy systems, tight budgets, and siloed operations, we’re often just trying to keep things running.
But here’s your reality check — the vehicle isn’t waiting for us. Automakers, platform developers, and telematics providers — the folks handling real-time vehicle data and connectivity — are already building the ecosystem. Still not convinced? Then why does Waze warn me about a Dunkin’ Donuts up ahead when I’m road-tripping? Or why can my car rat me out to my insurance company for having a lead foot even though I’ve never had a speeding ticket? We can either join in or get parked on the sidelines.
The good news? We don’t need to start from scratch; we just need to connect the dots. Collaborate, integrate, and align with the tech already in motion. The road is already paved.
The mic is on, start talking
We’ve spent the past decade chasing frictionless. Now the future is invisible. The car handles everything. No meter. No app. No signage. Just seamless interaction.
That future? It’s not 10 years off. It’s already happening in some cities and brands.
Let’s stop seeing the car as just a customer and start treating it as a collaborator.
So, the next time someone brings up V2X, don’t roll your eyes or say, “We’ll wait and see.”
Because the mic is on and the car is talking. The real question is, are you going to stay on mute or speak up and be heard?
KATHERINE BEATY is the CEO and president of Beaty Solutions. She can be reached at [email protected].
