Ford Motor plans to bring eyes-off driving technology to a $30,000 electric vehicle by 2028, marking an unusual strategy in an industry that typically reserves cutting-edge features for luxury models. The Detroit automaker announced the ambitious timeline at the CES technology show in Las Vegas, positioning itself against competitors like Tesla, General Motors and Rivian Automotive in the race toward advanced driver assistance systems.
The technology, known as Level 3 driving automation, allows drivers to remove both hands from the steering wheel and eyes from the road under certain highway conditions. While Mercedes-Benz already offers similar capability in select states on vehicles exceeding $100,000, and GM plans to debut its system on the Cadillac Escalade IQ starting above $127,000, Ford intends to democratize the feature by launching it on mainstream electric vehicles first.
A platform built for volume
The first vehicle featuring Ford’s eyes-off system will be constructed on the company’s upcoming Universal EV platform, designed to support multiple vehicle types while reducing manufacturing complexity. Ford claims this next-generation architecture cuts parts by 20%, reduces fasteners by 25%, requires 40% fewer assembly workstations and speeds up production time by 15%.
Doug Field, Ford’s chief EV, digital and design officer, explained the company’s philosophy centers on delivering advanced technology where it reaches the most customers rather than limiting it to premium segments. Field, who previously worked at Apple and Tesla, said Ford now has confidence in its ability to execute after years of development through a specialized California-based team.
The first model on the Universal EV platform is a midsize pickup truck scheduled to arrive in 2027 at approximately $30,000. While Field confirmed the eyes-off system would debut at that price point, he declined to specify whether the pickup would be the first vehicle to receive it. The technology will be offered as an optional add-on rather than standard equipment, though pricing details remain undetermined.
Building capability in house
Ford plans to develop its Level 3 system internally with reduced reliance on outside suppliers, aiming to lower costs while improving update speed and quality. The system will utilize lidar technology alongside an array of sensors and proprietary software. This approach contrasts with Tesla CEO Elon Musk’s camera-only philosophy, though Tesla’s Full Self-Driving system currently operates at Level 2, still requiring constant driver attention.
The automaker faces pressure to deliver after wasting billions on shifting EV strategies, quality issues and production problems. Ford recently announced it expects to record approximately $19.5 billion in special charges through 2027 related to restructuring and reduced EV investments. The company has pivoted from large electric trucks and SUVs toward smaller, affordable models, committing about $5 billion to U.S. manufacturing facilities for the new platform.
AI assistant and unified brain
Ford also unveiled plans for an artificial intelligence assistant launching through mobile apps in early 2026, followed by native in-vehicle integration starting in 2027. The AI system could analyze a photo of a trailer to confirm towing compatibility or calculate how many bags of mulch fit inside a truck bed.
Supporting these features is an updated software architecture Ford calls an integrated digital platform. The system unifies infotainment, driver assistance, audio and networking into a single powerful module.
Ford currently offers BlueCruise, a Level 2 system available on many models for about $50 monthly or $495 annually. BlueCruise permits hands-free driving on divided highways but requires drivers to maintain visual attention. The jump to Level 3 represents a significant advancement in an industry-wide push toward fully autonomous vehicles.