LAS VEGAS, Jan 7 (Reuters) – Ford Motor said on Wednesday it would bring Level 3 driver-assistance systems to market in 2028, allowing drivers to take their hands and eyes off the road while operating on certain highways.
The technology will first be available on Ford’s new affordable electric pickup truck being developed by a specialized team in California, the company said, with plans to expand to other vehicles in the future. The midsize EV truck is slated to launch in 2027 at a targeted $30,000 price-point, and will feature advanced software systems not currently available on other Ford models.
Doug Field, Ford’s chief EV, digital and design officer, said in an interview with Reuters that the Level 3 system would not come standard with the $30,000 vehicle, but would be available for an additional fee, which had yet to be determined.
“We’re also learning a lot about the business model. Should it be a subscription? Should you pay for it all at the beginning? We’re focused right now on making it super affordable, and we’re very excited about that. We have time to establish the pricing for it,” Field said.
The Dearborn, Michigan, automaker is trying to develop these systems in-house with less reliance on suppliers in an effort to reduce costs, deliver swifter updates to customers and improve quality – a perennial issue for the company.
Ford plans to use lidar, a remote-sensing technology, to support its Level 3 system, Field said. Tesla CEO Elon Musk has said autonomy can be solved without lidar using cameras, although its “full-self driving” system on its personal vehicles has Level 2 capability, and still requires drivers’ eyes on the road at all times.
Most automakers limit self-driving features in personal vehicles to highways, where traffic patterns are more predictable. Cities pose tougher challenges, including pedestrians, cyclists and unexpected situations.
Mercedes-Benz offers a highway-only Level 3 system for U.S. drivers that is in use in some states including California and Nevada.
General Motors in October said it would bring eyes-off driving to market in 2028, beginning with its Cadillac Escalade IQ EV, which starts at more than $125,000. Reuters previously reported that Chrysler-owner Stellantis was shelving its Level 3 ADAS program because of high costs, technological challenges and concerns about consumer appetite.
Driver-assistance systems, which automatically steer and brake in certain situations, have become a focal point for automakers as they seek to generate subscription revenue from their cars on the road. Ford offers its Level 2 BlueCruise system today on many models for about $50 monthly or an annual payment of $495, which allows drivers to go hands-free but requires them to keep their eyes on the road.
Assisted-driving tech is also considered a precursor to fully autonomous cars, which analysts say can unlock huge new markets for ride-hailing fleets as well as personal self-driving vehicles.
Field also outlined Ford’s plans for an artificial intelligence assistant as a mobile app to be released early this year and as an in-vehicle feature next year. The assistant could analyze a photo of a pallet of supplies, for example, and calculate the quantity that would fit in a truck.
GM is offering conversational AI with Google Gemini starting this year, and said it will introduce its own custom-built system later. Volkswagen and Mercedes-Benz also offer variations of AI agents.
(Reporting by Nora Eckert in Detroit and Abhirup Roy in Las Vegas; Editing by Mike Colias and Jamie Freed)
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