Ford Motor Company announced plans to introduce Level 3 autonomous driving technology by 2028, enhancing its current Blue Cruise driver-assist system. This upgrade will allow drivers to take their eyes off the road while the vehicle manages driving tasks.
The new feature will debut on Ford’s upcoming all-electric small pickup truck priced around $30,000. Currently, Blue Cruise permits hands-free driving but requires drivers to keep their eyes on the road. The Level 3 update will provide greater freedom, enabling drivers to engage in activities such as videoconferencing or entertainment while driving safely.
Doug Field, Ford’s chief EV, digital and design officer, emphasized that consumers increasingly value time and reduced driving stress. “Of all the things that people need in life right now, time is pretty high on that list,” he said during an interview at CES in Las Vegas.
Field also indicated that if consumer acceptance meets expectations, Ford may explore expanding the technology into the robotaxi market. This potential move would align with the company’s commercial division, Ford Pro, and represent a strategic shift following the 2022 closure of its autonomous vehicle unit, Argo AI.
“We don’t want to get ahead of ourselves right now, but we think we have a really compelling platform to work with a partner on that,” Field said about developing robotaxi services. He added that the extent of Level 3 technology deployment will influence Ford’s long-term strategy.
Ford’s renewed interest in autonomous driving contrasts with its earlier decision to pause fully self-driving car development, which was deemed exceptionally challenging. However, Field noted a growing momentum in automated ride-hailing, with companies like Tesla and Alphabet leading the sector.
Currently, Ford is focusing on consumer adoption of Level 3 autonomy and is evaluating various pricing models, including one-time fees, per-mile charges, or subscription plans. The company highlights that its in-house technology uses cost-effective components, allowing Ford to introduce advanced autonomy on more affordable vehicles.
“You’re putting it on a platform that can start in the $30,000s instead of going up and putting an L3 platform on top of a vehicle that could be $70,000 to $100,000 like most of our competitors,” Field explained. “That’s a really big deal.”
My name is Bhupendra Singh Chundawat. I am an experienced content writer with several years of expertise in the field. Currently, I contribute to Daily Kiran, creating engaging and informative content across a variety of categories including technology, health, travel, education, and automobiles. My goal is to deliver accurate, insightful, and captivating information through my words to help readers stay informed and empowered.
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