Breaking: Ford Targets 2028 for Hands-Free, Eyes-Off Driving in $30,000 EV

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Jim Farley, President and Chief Executive Officer of Ford, speaks at the Ford Motor Company Kentucky Truck Plant to launch the 2025 Ford Expedition, Wednesday, April 30, 2025, in Louisville, Ky. (AP Photo/Carolyn Kaster)

7 of 13 |  

Jim Farley, President and Chief Executive Officer of Ford, speaks at the Ford Motor Company Kentucky Truck Plant to launch the 2025 Ford Expedition, Wednesday, April 30, 2025, in Louisville, Ky. (AP Photo/Carolyn Kaster)

Ford to Democratize Eyes-Off Driving: Level 3 Tech Debuts on Affordable $30K EV Platform in 2028

Ford Motor Company announced at CES 2026 that it will introduce a hands-free, eyes-off Level 3 autonomous driving system in 2028, starting on its new Universal EV (UEV) platform for mainstream electric vehicles.

Unlike competitors such as General Motors, which plans to launch similar eyes-off technology in 2028 on high-end models like the Cadillac Escalade IQ (starting over $127,000), Ford is prioritizing affordability. The system will be available on vehicles built on the UEV platform, which debuts in 2027 with a midsize electric pickup truck targeting a $30,000 price point.

Doug Field, Ford's chief EV, digital, and design officer, emphasized the company's strategy: “It’s part of what has evolved to be a broader technology strategy of putting our best and newest technology where the volume is and where the accessibility is.” By developing the sensors, software, and hardware in-house, Ford claims it can deliver significantly more capability at about 30% lower cost than sourcing from external suppliers.

The UEV platform, developed by a "skunkworks" team, reduces complexity with 20% fewer parts, 25% fewer fasteners, 40% fewer workstations, and 15% faster assembly times. This enables scalable rollout of advanced features.

Ford currently offers BlueCruise, a Level 2 hands-free system requiring driver attention. The upgraded Level 3 version will allow drivers to take their eyes off the road under certain conditions, such as on highways, while remaining ready to intervene.

Additional CES Announcements:

• Ford AI Assistant: Launching in early 2026 via mobile apps for Ford and Lincoln owners, with in-vehicle integration starting in 2027. It uses the vehicle's unique data (e.g., sensors, VIN) for personalized help, like analyzing a photo to determine towing capacity or cargo fit.
• New Vehicle Software Architecture: A unified "integrated digital platform" debuting with UEV vehicles, combining infotainment, ADAS, audio, and networking into a single powerful module for improved consistency, reliability, and over-the-air updates.

Field highlighted faster development on this architecture and confidence in delivering differentiated, customer-focused technology amid Ford's shift toward profitable, affordable EVs. The company is investing heavily in the UEV platform while navigating past EV challenges and restructuring costs.