Ford Targets 2028 Launch for $30,000 EV Equipped With Level-3 “Eyes-Off” Driving - Trance Living

Ford Targets 2028 Launch for $30,000 EV Equipped With Level-3 “Eyes-Off” Driving

Ford Motor Co. plans to introduce a hands-free, “eyes-off” driving system on a forthcoming all-electric vehicle priced at approximately $30,000, the company said on Wednesday at the CES technology show in Las Vegas. The Level 3 system is scheduled to reach showrooms in 2028, positioning Ford in direct competition with Tesla, General Motors and Rivian as automakers race to commercialize higher-level driver-assistance features.

The first model to carry the technology will ride on Ford’s new Universal EV (UEV) platform, an architecture engineered for multiple body styles that the Detroit manufacturer developed through an internal skunkworks program. A mid-size electric pickup based on that platform is already slated for 2027, and Ford confirmed that the eyes-off capability will debut on a vehicle starting at roughly the same price point, although it has not specified whether the pickup will be the launch product.

Engineering Strategy Centers on Volume Models

Doug Field, Ford’s chief officer for EVs, digital systems and design, said the decision to introduce advanced automation on a mainstream model instead of a luxury vehicle is central to the company’s broader technology strategy. By focusing on higher-volume, lower-cost products, the automaker aims to make the new system broadly accessible and to spread development costs across a larger customer base.

The UEV platform reduces parts count by 20 percent and fasteners by 25 percent compared with a typical vehicle, according to Ford. Assembly plants using the architecture are expected to require 40 percent fewer workstations and achieve assembly times 15 percent faster, driving down manufacturing expenses that can be redirected to software and sensor suites needed for Level 3 driving.

In-House Software and Sensor Stack

The eyes-off capability will rely on a mix of cameras, radar and other sensors integrated with proprietary software. Field said bringing both hardware and software development in-house is intended to cut component costs and give Ford tighter control over future updates. While the company did not release a detailed rollout timeline beyond the initial model, it indicated that long-term plans call for expanding the system across additional vehicles as engineering and validation milestones are met.

Under the classification used by U.S. safety regulators, Level 3 automation allows a driver to disengage from the driving task in specific conditions, though human intervention must remain possible when the vehicle requests it. Ford currently offers BlueCruise, a Level 2 hands-free feature limited to divided highways where the driver must still watch the road. Moving to Level 3 will require additional sensing redundancy, new user-interface protocols and regulatory approvals in each market.

Complementary Digital Features

Alongside the driving system, Ford presented two digital initiatives that will accompany the next generation of EVs. The company is developing an artificial-intelligence assistant scheduled to appear first in Ford and Lincoln smartphone applications in early 2026, with native vehicle integration following in 2027. The assistant will use each vehicle’s identification number to tailor functions such as towing guidance or cargo-capacity estimates to individual owners.

A new in-house software backbone, branded an “integrated digital platform,” will consolidate infotainment, driver assistance, audio and networking into a single computing module. Ford expects the architecture to deliver more consistent performance over the life of the vehicle and to simplify over-the-air updates that add features or refine existing ones.

Ford Targets 2028 Launch for $30,000 EV Equipped With Level-3 “Eyes-Off” Driving - Imagem do artigo original

Imagem: Internet

Financial Rebalancing and Product Refocus

Chief Executive Officer Jim Farley has redirected capital from large electric trucks and sport-utility vehicles toward the development of smaller, lower-priced EVs. The strategic shift follows several years of volatile demand forecasts, quality problems and production disruptions that generated substantial costs. Last month, Ford projected approximately $19.5 billion in special items through 2027 tied to restructuring actions and a scaled-back battery and vehicle footprint.

The skunkworks team behind the UEV platform was described by Field as a multi-year bet that has gained momentum in recent months. Ford has committed about $5 billion to U.S. plants that will assemble UEV-based models and the batteries that power them. Company executives say internal development processes have accelerated under the new platform compared with earlier EV programs, giving them confidence that the 2027–2028 milestones are achievable.

General Motors has outlined a similar timeline, targeting a 2028 launch of its own eyes-off system on the Cadillac Escalade IQ, an electric SUV that currently lists above $127,000. By contrast, Ford’s decision to lead with a $30,000 model underscores a competitive push to democratize Level 3 technology and gain early share in what analysts see as a bridge market between today’s driver-assistance features and fully autonomous vehicles.

Ford has not provided details on geographic availability, regulatory engagement or subscription pricing for the new feature. The company said further information regarding performance specifications, certification processes and customer enrollment will be released closer to production.

Crédito da imagem: Carolyn Kaster / AP

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