Ford Eyes Robotaxis with 2028 'Eyes-Off' Driving Tech Debut

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AuthorAarav Shah|Published at:
Ford Eyes Robotaxis with 2028 'Eyes-Off' Driving Tech Debut
Overview

Ford Motor Co. plans to launch Level 3 autonomous driving in 2028 on a $30,000 electric pickup, allowing drivers to take their eyes off the road. This move signals potential entry into the lucrative robotaxi market, leveraging in-house development to achieve cost advantages over rivals.

Ford Plans 2028 'Eyes-Off' Driving Debut

Ford Motor Co. is gearing up to introduce Level 3 autonomous driving technology in 2028, a system that will permit drivers to disengage their eyes from the road. This significant technological leap could pave the way for the automaker's entry into the burgeoning robotaxi sector. The development was confirmed by Doug Field, Ford's Chief EV, digital and design officer.

The advanced driver-assist feature, an evolution of the current Blue Cruise system, will initially debut on an all-electric small pickup truck expected to retail around $30,000. This strategic pricing aims to make advanced autonomy accessible to a broader consumer base, contrasting with the premium price tags of many competitors. Field indicated the technology would allow drivers to conduct tasks like videoconferencing or enjoy entertainment during transit, anticipating strong consumer demand for regained time and reduced driving stress.

Robotaxi Ambitions Re-emerge

Field did not rule out leveraging this technology for a robotaxi service, a move that would align with Ford's robust commercial unit, Ford Pro. This potential venture marks a notable shift from Ford's previous decision in 2022 to shutter its autonomous driving affiliate, Argo AI, citing the complexity of fully self-driving car development. He now observes "a lot of forces that are causing an awakening" to the possibilities in automating ride-hailing.

Cost Advantage Strategy

Ford's approach prioritizes in-house development using cost-effective components, a strategy Field believes will yield a competitive advantage. Placing Level 3 autonomy on a $30,000 platform offers a distinct edge over competitors whose systems typically command vehicle prices of $70,000 to $100,000. Pricing for the feature is still under evaluation, with options including a one-time charge, per-mile fees, or a subscription model.

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