Ford now is trying what might be considered a radical approach to reach consumers about what they want to see in the cars of the future: asking consumers directly.

Specifically, Ford has created a Web site called “Your Ideas” (http://www.thefordstory.com/your-ideas/) that allows consumers to post an idea “for a new technology, or new functionality, or storage space, or anything” having to do with a car. Other consumers then can review the ideas and rate them.

While you’ve always been able to send a letter to the automakers to voice your opinion about car features, it’s not always been clear whether anyone was listening. With the “Your Ideas” site, other consumers are listening and so is Ford (and any other automaker whose people browse the site).

So why is Ford doing this now? Are their designers and engineers not smart enough? Marketers not clever enough?

No, rather, this is one more way that Ford is trying to get consumers to “join the conversation” about cars and with the automaker. In addition, Ford executives have said this is a way to get at innovation more quickly, precisely, and authentically.

An executive at Ford was quoted in USA Today, saying, “We no longer believe that any one company or industry has a monopoly on good ideas; and (we) embrace the fact that every good idea for our customers doesn’t have to start with us.”

Ultimately, the "Your Ideas" initiative is about helping Ford attract more consumers to its products so they can sell more cars. But, if that means that cars have the features you want – the ones you are paying for with your car purchase – isn't that OK?

What do you think of this idea from Ford? Have you been to the "Your Ideas" site and posted an idea? Leave us a comment.