Ford announced at CES 2026 that it plans to introduce Level 3 “eyes-off” autonomous driving technology in 2028, debuting the feature on its affordable Universal EV (UEV) platform. The company aims to make this advanced technology accessible to a broader market, moving beyond the premium positioning currently seen with brands such as BMW, Mercedes-Benz, Tesla, and General Motors, according to Electrek.
Affordable EV Platform and 2027 Pickup
The L3 eyes-off capability will launch on Ford’s new low-cost Universal EV Platform. This architecture is designed to unlock more affordable software and electric vehicles. The first vehicle based on this platform will be a four-door midsize electric pickup launching in 2027 with a starting price of approximately $30,000, Electrek reported.
Ford describes this upcoming EV as a “breakthrough” that will be as fast as the Mustang EcoBoost and provide more passenger space—including the bed and frunk—than a Toyota RAV4. According to CNBC, the next-generation platform further reduces manufacturing costs by utilizing 20% fewer parts, 25% fewer fasteners, and 40% fewer workstations in the plant, resulting in assembly times that are 15% faster.
In-House Development and “Vehicle Brain”
To achieve these price points, Ford is shifting toward in-house development of its autonomous capabilities. Ford announced that developing self-driving technology internally allows it to deliver significantly more capability at a 30% lower cost than purchasing from outside suppliers, according to Businessinsider.
Paul Costa, Ford’s executive director of electronics platforms, stated that this approach provides a 10% to 15% cost saving per module and a five-fold increase in the in-house module design, granting the company 5X more control over critical semiconductors, per Electrek.
While Ford is integrating hardware, Costa told Businessinsider that the company is not interested in creating its own custom silicon chips, preferring to use the volume of existing silicon suppliers to aid in the democratization
of the tech.
Evolution of BlueCruise and AI
The upcoming L3 system is an evolution of BlueCruise, Ford’s current Level 2 advanced driver assistance system (ADAS). Currently, BlueCruise allows for hands-off driving on certain divided highways, but drivers must remain attentive.
Alongside the autonomous driving updates, Ford introduced a new Ford AI Assistant.
Industry Context and Competition
Ford’s 2028 target places it in direct competition with other automakers pursuing Level 3 automation. General Motors announced in October that the Cadillac Escalade IQ would be its first vehicle with eyes-off driving, also expected in 2028. While GM has stated its system will use cameras, radars, and LiDAR, Ford has not yet revealed all the specific hardware details of its own setup, Electrek noted.
The broader industry’s move toward autonomy includes Rivian, which recently released Universal Hands-Free
software for its second-generation R1 EVs. Unlike Ford’s future L3 goals, Rivian’s current system requires drivers to supervise the vehicle and does not handle turns or stop for traffic lights, according to TechCrunch.
Corporate Restructuring
These technological leaps are part of a larger reorganization. Ford has established a Product Creation and Industrialization
organization led by COO Kumar Galhotra. This entity integrates the global Industrial System with the Digital, Design, and Electric Vehicle teams to support the “Ford+” plan. The company’s goals include:
- Financials: A target adjusted EBIT margin of 8% by 2029.
- Portfolio: Refreshing 80% of its North American portfolio and 70% of its global portfolio by volume by 2029.
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