Asger Risom
Ford plans hands-off, eyes-off driving for mainstream EVs
Ford is preparing to take a major step in automated driving, aiming to let drivers fully disengage on certain roads within the next few years. The move would place the carmaker among a small group willing to bring more advanced autonomy to consumer vehicles, while still stopping short of full self-driving.
The plans were outlined this week as the company detailed how its next-generation electric vehicles will serve as a testing ground for more capable driver-assistance technology.
Level 3 arrives
According to Reuters, Ford said it will introduce its first Level 3 driver-assistance system in 2028. Level 3 allows drivers to take both their hands and eyes off the road, but only under specific conditions, such as on approved highways.
The system will debut on a new electric vehicle platform being developed by a specialised Ford team in California. That platform’s first model, a midsize electric pickup, is expected to launch in 2027 with a targeted starting price of around $30,000.
Ford declined to say which vehicle will be first to receive the Level 3 system, beyond confirming it would not be included as standard at that entry price.
Pricing questions
Doug Field, Ford’s chief EV, digital and design officer, told Reuters the company is still deciding how to charge for the technology. Options include an upfront payment or a subscription model, but no pricing has been finalised.
Field said Ford’s priority is to make the system affordable, while leaving time to test how customers respond before locking in a business model.
Building in-house
Ford is developing the system largely in-house, reducing its reliance on external suppliers. The company believes this approach will help cut costs, speed up software updates and improve quality, an area where it has faced challenges in the past.
The Level 3 system will use lidar sensors alongside other hardware. That puts Ford at odds with Tesla, whose chief executive Elon Musk has argued lidar is unnecessary. Tesla’s current consumer systems remain at Level 2, meaning drivers must keep their eyes on the road at all times.
A crowded field
Most automakers restrict advanced driver assistance to highways, where driving conditions are more predictable. Mercedes-Benz already offers a limited Level 3 system in some U.S. states, while General Motors plans to roll out eyes-off driving in 2028 on its Cadillac Escalade IQ EV, a vehicle priced well above $100,000.
By contrast, Ford’s strategy suggests it wants to eventually bring eyes-off driving to more affordable vehicles, potentially widening access to higher levels of automation.
Beyond driving
Field also said Ford plans to launch an AI assistant as a mobile app later this year, followed by an in-car version in 2027. The assistant could handle practical tasks, such as analysing a photo of cargo and estimating how much would fit in a vehicle.
Sources: Reuters, Ford
