Ford to offer eyes-off driving tech with $30,000 EV in 2028

Ford’s Ambitious Plan for Eyes-Off Driving Technology

Ford Motor Company has announced plans to introduce eyes-off driving technology on an upcoming all-electric vehicle, priced at around $30,000, by 2028. This move puts Ford in direct competition with other major automakers like Tesla, General Motors, and Rivian Automotive, all of which are racing to develop and launch similar systems. The technology, known as Level 3 driving automation, enables vehicles to drive themselves without human intervention under certain conditions, but still requires drivers to be ready to take control if needed.

The first vehicle to feature this technology is expected to be built on Ford’s new “Universal EV platform,” which is designed to support a variety of vehicles. This platform is notable for reducing parts by 20% and fasteners by 25%, making it more efficient and cost-effective. The company has also announced plans to invest around $5 billion in US plants to produce the vehicles and batteries that will power them.

Competition and Strategy

Ford’s decision to offer eyes-off driving technology on a mainstream EV, rather than a more expensive model, is a strategic move to make the technology more accessible to a wider range of consumers. This approach differs from that of other automakers, which have typically introduced such technologies on higher-end vehicles. According to Doug Field, Ford’s chief EV, digital, and design officer, the company’s goal is to “put our best and newest technology where the volume is and where the accessibility is.”

Ford’s plans also include the development of an AI assistant, which will be launched in early 2026 through the company’s phone apps, followed by a native in-vehicle experience starting in 2027. This assistant will be able to perform tasks such as reviewing a picture of a trailer to confirm whether a vehicle can properly tow it, or assessing how many bags of mulch the interior of a car or truck can hold.

Technological Advancements

The eyes-off driving technology will utilize an array of sensors and in-house software development to lower costs compared to competitors. Ford’s BlueCruise system, a Level 2 advanced driver assistance system, is already available on some models, but the new technology will take this a step further, enabling vehicles to drive themselves without human intervention under certain conditions.

The company’s updated software architecture, known as an “integrated digital platform,” will also debut with the UEV platform, providing a more unified and powerful system that unifies infotainment, ADAS, audio, and networking. This will result in a more consistent, reliable, and capable vehicle that feels more like a single, cohesive unit.

Future Plans and Implications

Ford’s plans for eyes-off driving technology and AI assistants are part of a broader strategy to differentiate the company and provide a better customer experience. With the automotive industry rapidly evolving, Ford is under pressure to deliver on its promises and stay competitive. The success of these technologies will depend on various factors, including regulatory approvals, consumer adoption, and the company’s ability to execute its plans effectively.

As the automotive industry continues to shift towards more autonomous and connected vehicles, Ford’s announcements are a significant step forward. The company’s focus on accessibility, affordability, and innovation is likely to resonate with consumers and investors alike, and its commitment to investing in the necessary technologies and infrastructure will be crucial in determining its success in this space.