Ford Motor Company is positioning itself to compete in the emerging arena of high-level autonomous driving by planning to offer 'eyes-off' driving technology, comparable to Tesla's much-anticipated unsupervised Full Self-Driving system, as well as General Motors' Super Cruise. The automaker has announced intentions to integrate this capability by 2028 within vehicles built on its Universal EV Platform.
Specifically, Ford stated the platform will support an electric vehicle priced around $30,000, equipped to provide Level 3 autonomy — defined as "eyes-off" driving — by the projected timeline. The company highlighted that developing the autonomous driving technology in-house will enable more cost-effective solutions for consumers, contrasting with reliance on third-party suppliers.
Integral to Ford's approach is its AI assistant, accessible via Ford and Lincoln mobile applications, which can process images and analyze data tailored to Ford vehicles and real-world user requirements. This assistant exemplifies how the company envisions a synergistic interaction between software ecosystems and hardware to enhance driving experience and system responsiveness.
Ford has indicated a phased deployment strategy, with initial rollout commencing in early 2026. This stage aims to reach approximately eight million customers and will include a native in-vehicle AI experience starting in 2027, preceding the full Level 3 autonomous release. Central to the hardware implementation is the automaker's development of a 'vehicle brain'—a high-performance chip designed to unify core functionalities such as infotainment, advanced driver-assistance systems (ADAS), audio, and networking into a cohesive module.
On the sales front, Ford's electric vehicle models demonstrated competitive traction last year in the U.S. market. The Mustang Mach-E registered sales of 51,620 units, while the F-150 Lightning electric pickup truck reached 27,307 units sold. However, it is notable that Ford recently ceased production of the F-150 Lightning, citing concerns regarding profitability amid a downturn in electric vehicle demand. Instead, the company will redirect focus toward the F-150 Extended Range Electric Vehicle (EREV) variant.
Furthermore, Ford disclosed a substantial $19.5 billion charge reflecting a strategic pivot toward hybrid vehicles globally, while concentrating on delivering more cost-accessible EVs domestically through its Universal EV Platform initiative.
In parallel developments within the autonomous driving ecosystem, Nvidia Corporation has introduced its Alpamayo technology at the 2026 Consumer Electronics Show, featuring an open-source AI model described as a transformative "ChatGPT moment for physical AI" by CEO Jensen Huang. This advancement reflects a broader industry push toward sophisticated AI integration into vehicle systems, aligning with Ford's ambitions.
From a market perspective, Ford's stock demonstrates favorable metrics in Momentum, Quality, and Value indicators, alongside positive price trends across short, medium, and long-term horizons. The shares modestly appreciated by 0.27% in after-hours trading to $13.78, according to recent market data.