Ford is accelerating its efforts in autonomous driving technology, with plans to introduce "eyes-off" Level 3 autonomy in a new affordable electric vehicle by 2028. This announcement, made at CES 2026, signals a significant step towards democratizing autonomous driving, making it accessible to a broader consumer base rather than just a luxury feature.
The technology will debut on the first vehicle built on Ford's new Universal EV platform, a mid-size electric pickup truck expected to launch in 2027 with a starting price of around $30,000. This truck, potentially named the Ranchero, will offer more passenger space than a Toyota RAV4. While the Level 3 autonomous system will not be standard, it will be offered as an option for an additional fee, the structure of which (one-time purchase or subscription) is yet to be determined.
Ford's decision to develop the self-driving technology in-house is a key factor in making it more affordable. The company estimates that this approach will reduce costs by approximately 30% compared to sourcing from external suppliers. This strategy gives Ford greater control over sensor usage and integration, allowing for optimized performance at a lower cost. It also allows for greater quality control and faster software updates. Ford is consolidating computing modules into a single unit, which simplifies the vehicle's architecture and enhances performance. While other companies are developing custom silicon chips for autonomous driving, Ford is satisfied with its existing supplier relationships and is focusing on maximizing efficiency without entering a "silicon arms race".
The Level 3 system represents a significant advancement over existing Level 2 systems like Ford's BlueCruise. BlueCruise, currently available on over 1.2 million vehicles, allows for hands-free driving on approximately 130,000 miles of divided highways but requires the driver to remain attentive and keep their eyes on the road. Level 3 autonomy, on the other hand, allows the driver to look away from the road and engage in other activities, such as watching videos, while the car handles the driving. However, the driver must remain alert and be prepared to take over if the system encounters a situation it cannot handle. The new system will likely use LiDAR sensors to improve object detection, especially in low-visibility conditions.
In addition to Level 3 autonomy, Ford is also developing a new AI assistant to provide a more personalized and integrated in-vehicle experience. The AI assistant will understand the driver's needs and the vehicle's capabilities, providing helpful information and assistance. For example, the AI could help drivers determine how much material can fit in their truck bed by analyzing a photo of the items. The AI assistant will be rolled out through the Ford and Lincoln apps in early 2026 and integrated into vehicles starting in 2027.
Ford's commitment to autonomous driving technology extends beyond passenger vehicles. The company envisions a future where autonomous vehicles improve mobility for individuals and transform public transportation and logistics. Ford's vehicles use advanced sensors, radar, and cameras to perceive their surroundings, and sophisticated algorithms to make informed decisions.
