Ford Sets Sights on 2028 for Launch of Level 3 Autonomous Driving Technology
Ford Motor Company recently made a significant announcement at CES 2026, unveiling plans to launch Level 3 “eyes-off” driver-assistance technology by 2028. This groundbreaking system is set to premiere on Ford’s innovative Universal Electric Vehicle (UEV) platform, with a midsize electric pickup truck, estimated to be priced around $30,000, leading the charge in 2027.
The introduction of Level 3 autonomy marks a major leap forward from existing systems. It enables drivers to remove both their hands from the wheel and their eyes from the road under specific highway conditions. Ford’s system will leverage a comprehensive array of sensors, potentially incorporating lidar technology, coupled with proprietary software development. This approach aims to deliver superior capability at a lower cost than competitors such as Mercedes-Benz and General Motors.
“Our broader technology strategy has evolved to focus on integrating our most advanced and latest technology where it can have the greatest impact and accessibility,” stated Doug Field, Ford’s Chief EV, Digital and Design Officer. The Level 3 system will be available as an optional paid feature, separate from the base vehicle price, with pricing models currently under review.
In addition to this, Ford also announced a novel unified “vehicle brain” architecture. This system centralizes control of infotainment, ADAS, audio, and networking, reducing costs by 30% while supporting the advanced autonomous features.
Source: CNBC