Ford Motor Company plans to launch its first true eyes-off driver-assistance system in 2028. The Level 3 system will allow drivers to take their hands off the wheel and their eyes off the road on certain highways. This advanced technology will debut on Ford’s new electric vehicle platform, signaling a major push into high-autonomy features for mainstream models.
Debut on a New, Affordable EV Platform
Ford will introduce the Level 3 system on a new electric vehicle platform developed by a specialized team in California. The first vehicle on this platform is a midsize electric truck scheduled for launch in 2027. Ford targets a starting price of around $30,000 for this truck. However, the eyes-off driving capability will not come standard at that price point. Instead, it will be available for an additional, yet-to-be-determined fee. Doug Field, Ford’s chief EV, digital and design officer, stated the company is still evaluating the business model, considering either a subscription or a one-time purchase.
A Strategic Shift to In-House Development
A key part of Ford’s strategy involves developing this technology in-house. The company aims to reduce reliance on external suppliers to cut costs, accelerate software updates, and improve overall system quality. This move addresses a perennial challenge for Ford while giving it greater control over its technology roadmap. The system will utilize lidar (Light Detection and Ranging) sensors, a choice that contrasts with Tesla’s camera-only approach for its Level 2 “Full Self-Driving” system.
The Competitive Landscape for Automated Driving
Ford enters a competitive field where timelines and strategies vary. Mercedes-Benz already offers a limited Level 3 system on specific highways in states like California and Nevada. General Motors also plans to introduce eyes-off driving in 2028, starting with its premium Cadillac Escalade IQ. Conversely, Reuters reported that Stellantis has shelved its Level 3 program due to high costs and technological hurdles. This landscape highlights the significant investment and complexity required to bring these systems to market safely.
The Business Model: Software and Subscriptions
Advanced driver-assistance systems represent a crucial new revenue stream for automakers. Ford currently offers its Level 2 BlueCruise system as a subscription, costing about $50 monthly or $495 annually. It allows hands-free operation but requires the driver to monitor the road. The upcoming Level 3 system will represent the next, more lucrative step in this monetization strategy. For context on automotive software trends, the McKinsey Center for Future Mobility provides extensive analysis.
Broader Technological Vision: AI and Connectivity
Beyond autonomy, Ford outlined a broader digital vision. The company plans to release an artificial intelligence assistant as a mobile app early this year, with an in-vehicle version following next year. This assistant aims to handle practical tasks, like analyzing a photo of cargo to calculate how much will fit in a truck bed. This move aligns with efforts by GM, Volkswagen, and Mercedes-Benz, who are all integrating conversational AI into their vehicles.
The Path to Higher Autonomy
Industry analysts view advanced Level 2 and Level 3 systems as critical precursors to fully autonomous vehicles. Success in this area could unlock future markets for robotaxis and personal self-driving cars. Ford’s 2028 target gives it a clear milestone in this long-term race, though it will require navigating significant regulatory and technical challenges.
A Calculated Bet on Autonomy’s Future
Ford’s announcement is a calculated commitment to the future of automated driving. By developing a Level 3 eyes-off system in-house and deploying it on an affordable EV platform, Ford aims to democratize high-level assistance technology. The coming years will test its ability to deliver on this promise reliably and profitably. As Doug Field noted, the company has time to finalize pricing and packaging. Ultimately, this move positions Ford not just as a follower, but as a determined competitor in the evolving landscape of intelligent vehicles.
