Ford Motor Company is set to introduce eyes-off driving technology in an all-electric vehicle priced around $30,000, slated for launch in 2028. This move positions Ford in direct competition with Tesla, General Motors, and Rivian Automotive in the rapidly evolving autonomous vehicle sector. Notably, Ford plans to debut this advanced technology on a mainstream model, as opposed to traditional industry practices that typically reserve such advancements for high-end cars.
During an announcement at the CES technology show in Las Vegas, Doug Field, Ford’s chief EV, digital, and design officer, emphasized the company’s commitment to delivering cutting-edge technology where consumer demand is highest. The eyes-off system, classified as Level 3 driving automation, will feature an array of sensors and proprietary software aimed at reducing costs compared to competitors.
The initial model to employ this technology will be built on Ford’s upcoming Universal EV platform, which is designed to support a variety of vehicle types. Furthermore, Ford plans to invest $5 billion in U.S. plants to manufacture these vehicles and their accompanying batteries, demonstrating a shift in focus toward smaller, more affordable electric models.
In addition to the eyes-off system, Ford is developing an AI assistant set to launch in early 2026. This assistant is envisioned to enhance customer experience by providing vehicle-specific functionalities, such as towing capabilities. Ford’s integrated digital platform is expected to unify various vehicle systems for improved performance and reliability.
Despite recent challenges, including substantial financial losses and production delays, Ford remains optimistic about the future of its electric vehicle strategy.
Why this story matters:
- Ford’s strategy could reshape the competitive landscape of the electric vehicle market by prioritizing affordability.
Key takeaway:
- By launching advanced technology in a budget-friendly model, Ford aims to democratize access to innovative automotive features.
Opposing viewpoint:
- Skeptics may question Ford’s ability to execute its ambitious plans, especially considering past setbacks in its EV strategy.
