CHICAGO ‒ The 2010 Chicago Auto Show opens to the public Friday, but not just for car enthusiasts who are interested in fancy engines and concept cars. "Technology is becoming almost as important as the new models themselves," said Paul Eisenstein, publisher of The Detroit Bureau ‒ a website that tracks hot topics and trends in the auto industry. "Manufacturers are loading up their vehicles with technology that gives you, if you will, the toys ‒ the infotainment systems that you'd expect in your home or office." Ford introduced its new "My Ford Touch" technology that includes a touch screen and voice command option in the new Edge to control a thousand features. It includes a WiFi signal receiver for in-car Internet access and a built-in web browser for use when the vehicle is in park. Other key features include map-based navigational functions and voice recognition features allowing your text messages to be read to you as you drive. "You're not looking at your phone, you're not taking your eyes off of the road. You're just listening to it," said Ford spokesperson Jennifer Mezigian. You don't have to stress over parallel parking anymore if you drive two new Lincoln models. The Park Assist feature will do it for you, using sensors to communicate with the steering wheel. And Toyota introduced a new feature on its Prius that keeps the inside of your car cool on hot summer days, even when the air conditioner isn't running. Solar cells behind the moon roof absorb sunlight, and then use the energy to power a ventilation system that pulls the hot air out and pumps cool air in. "So instead of coming into a car that's been sitting there for hours and (climbing into) a 125-degree cabin, it'll be a much cooler, more normal temperature when you get in," said Toyota spokesperson Greg Thome. The show runs February 12 through 21 at McCormick Place. Admission is $11 for adults, $7 for children 7 to 12 years old and seniors. Children 6 and under get in for free.