Ford $F ( ▼ 1.11% ) is making a fresh push into advanced autonomy, announcing plans to introduce “Level 3” eyes-off driving on vehicles built on its next-generation EV platform starting in 2028. The move puts Ford back into the autonomous conversation alongside rivals like Tesla $TSLA ( ▲ 1.68% ) and General Motors $GM ( ▼ 2.57% ) .
The new platform will be produced in Louisville, with the first vehicle slated to be a $30,000 midsize electric pickup launching in 2027. However, Ford made clear that the Level 3 autonomous system will not be included at that base price and will be offered as an add-on.
How Ford plans to sell it
In an interview with Reuters, Ford Chief EV and Design Officer Doug Field said the company is still deciding how much the system will cost and whether it will be sold as a one-time option or through a subscription model. Ford confirmed the system will rely on lidar, a key distinction from Tesla’s camera-only approach.
Ford shares edged higher in premarket trading following the announcement, signaling modest investor optimism around the strategy.
Why this matters now
Ford’s renewed commitment stands out as other automakers pull back. In August, Reuters reported that Stellantis $STLA ( ▼ 0.27% )
shelved its own Level 3 autonomy program, citing high costs. Ford’s decision suggests it sees a viable path to monetizing eyes-off driving, even if it comes at a premium rather than mass-market pricing.
If successful, the move could give Ford a differentiated offering in the EV race, targeting buyers willing to pay extra for true eyes-off autonomy rather than bundling it into low-cost vehicles.