On the Dash:
- Ford plans to launch Level 3 eyes-off driving on highways by 2028, debuting on a new EV platform.
- The technology will be offered as a paid feature, separate from the $30,000 base price of a midsize electric pickup launching in 2027.
- Advanced driver-assistance systems are central to Ford’s broader strategy to generate software and subscription revenue.
Ford said it plans to bring Level 3 driver-assistance technology to the market in 2028, allowing drivers to take their hands and eyes off the road on certain highways.
The technology will debut on Ford’s next-generation EV platform being developed by a specialized team in California, the company said Wednesday.
The first vehicle built on the new platform will be a midsize electric pickup truck scheduled to launch in 2027, with a targeted starting price of about $30,000. The truck is expected to feature advanced software capabilities not currently available across Ford’s lineup.
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Doug Field, Ford’s chief EV, digital and design officer, said the Level 3 system will not be included at the base $30,000 price point and will instead be offered as an add-on. However, pricing has not been finalized, as the automaker is still evaluating whether to sell the feature as a one-time purchase or through a subscription model.
Ford plans to develop much of the technology in-house, reducing reliance on suppliers to lower costs, improve quality, and deliver faster software updates. The company will use lidar technology to support the Level 3 system, a different approach from Tesla, which relies on cameras and offers only Level 2 capability that requires drivers to keep their eyes on the road.
While most automakers restrict higher-level driver-assistance features to highways, where traffic patterns are more predictable, urban environments pose greater challenges due to pedestrians, cyclists, and unexpected hazards.
Several competitors are pursuing similar strategies in the automotive market. For example, Mercedes-Benz has introduced a highway-only Level 3 driving system in select U.S. states, including California and Nevada. General Motors announced in October that it plans to launch “eyes-off” driving capability in 2028, starting with the Cadillac Escalade IQ EV, which has a price tag exceeding $125,000. Meanwhile, Stellantis has put its Level 3 program on hold due to high costs and uncertain consumer demand.
Ford currently offers its Level 2 BlueCruise system as a monthly or annual subscription. But later this year, the company plans to introduce an AI assistant as a mobile app, followed by an in-vehicle version next year, capable of tasks such as analyzing images to estimate cargo capacity.
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