Ford announced that its upcoming 2028 electric pickup will feature a Level 3 “eyes‑off” driver‑assistance system, allowing drivers to take their hands and eyes off the road on certain highways while the vehicle remains in control. The system will be built on Ford’s new Universal EV platform and is slated to be available on the company’s first low‑cost electric pickup, expected to launch in 2027.
The Level 3 technology will be developed in‑house, a move that keeps costs lower than licensing from external suppliers and gives Ford tighter control over the feature’s integration. The system is expected to incorporate LiDAR sensors in addition to the camera‑based architecture that underpins Ford’s current BlueCruise, positioning it as a more advanced, conditional‑automation solution. While the announcement did not disclose a specific price for the Level 3 package, the base pickup is targeted at $30,000, and the advanced system is likely to be offered as an optional upgrade rather than standard equipment.
Ford’s decision to bring Level 3 capability to a mainstream, affordable vehicle is a strategic attempt to democratize advanced automation. By contrast, Tesla’s current “Full Self‑Driving” remains a Level 2 system that requires driver supervision, and General Motors is targeting a Level 3 “eyes‑off” system for the Cadillac Escalade IQ in 2028. Ford’s in‑house development and focus on a low‑cost platform give it a potential competitive edge in a market where price sensitivity and regulatory approval are key barriers to widespread adoption.
The announcement signals a broader shift in Ford’s electric‑vehicle strategy toward affordability and mass‑market appeal. The Universal EV platform, which underpins the 2027 pickup, is designed for scalability and cost efficiency, and the Level 3 system is a key differentiator that could accelerate adoption of Ford’s electric lineup. The move also aligns with Ford’s long‑term vision of expanding into robotaxi services, as the same technology could be repurposed for autonomous ride‑share fleets once regulatory and safety hurdles are cleared.
By introducing Level 3 automation on a low‑cost electric pickup, Ford is positioning itself to capture a larger share of the growing electric‑vehicle market while challenging competitors that have focused on higher‑priced, luxury models. The in‑house development strategy, combined with the Universal EV platform, could reduce long‑term costs and enable faster feature rollouts, potentially giving Ford a first‑mover advantage in the mainstream autonomous‑driving space.
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