Ford is making a bold move into the world of self-driving technology, aiming to bring Level 3 “eyes-off” driving to a mainstream electric vehicle by 2028. This announcement, made at CES in Las Vegas, sets Ford apart from competitors like Tesla and General Motors by prioritizing affordability.
The new system will debut on a $30,000 all-electric vehicle built on Ford’s Universal EV (UEV) platform. This platform was developed by a dedicated team focused on rethinking the company’s EV strategy, resulting in a faster development process and increased confidence in their ability to deliver on their promises.
Ford’s decision to focus on affordability comes after a recent setback in their electrification ambitions, including the cancellation of the all-electric F-150 Lightning. The company is now looking to commoditize the technology over time by leveraging in-house software and a lower-cost sensor stack.
The timing of Ford’s announcement is significant, as CES 2026 has seen a flurry of autonomous driving developments, including Nvidia’s Alpamayo platform and Tesla’s continued dominance in the EV market. Ford is also introducing a new AI assistant that will launch in mobile apps in early 2026 before being integrated into vehicles in 2027. This assistant will use vehicle-specific data to provide services like towing checks and cargo estimates.
Overall, Ford is shifting its focus towards software, autonomy, and affordability as the defining factors of its future success in the EV market. This strategic pivot marks a new chapter for the company as it looks to compete with industry leaders in the rapidly evolving world of electric vehicles.