While most automakers reserve their most advanced self-driving technology for six-figure luxury flagships, Ford Motor Company is flipping the script. At CES 2026, Ford announced that it will launch SAE Level 3 “eyes-off” autonomous driving in 2028, specifically targeting its upcoming, highly-anticipated $30,000 electric pickup truck.
This move signals a massive shift in Ford’s strategy, led by CEO Jim Farley and Chief EV Officer Doug Field, to “democratize” autonomy rather than gating it behind a luxury paywall.
What is “Eyes-Off” Driving?
Unlike the current BlueCruise (Level 2), which allows for hands-free driving but requires the driver to maintain constant visual attention, Level 3 autonomy allows the driver to legally disengage from the road.
- The Experience: On designated highways, drivers can look away from the road to check emails, watch videos, or use the new Ford AI Assistant.
- The Catch: The driver must remain in the seat and be ready to take back control if the system requests it (e.g., in construction zones or extreme weather).
The Universal EV (UEV) Platform
The tech will debut on Ford’s new Universal Electric Vehicle (UEV) platform, developed by a secretive “skunkworks” team in California.
- The Lead Vehicle: A mid-sized, four-door electric pickup truck slated for 2027 production.
- Affordability: Starting at approximately $30,000, this vehicle aims to compete directly with low-cost rivals and Tesla’s entry-level models.
- The “Brain”: Ford is moving development in-house with a new High-Performance Compute Center, which unifies the car’s “senses” into a single, efficient module.
Key Technical Specs
| Feature | Details |
| Sensor Suite | Includes LiDAR, cameras, and radar for “eyes-off” safety. |
| Availability | Hardware debuts in 2027; L3 software “road ready” in 2028. |
| Platform | Universal EV (UEV) specialized architecture. |
| Target Price | ~$30,000 (L3 tech will be an optional add-on). |
The New Ford AI Assistant
Alongside the driving tech, Ford introduced an integrated AI Assistant (launching early 2026 on apps, 2027 in-vehicle).
Why This Matters
By aiming for a $30,000 price point, Ford is challenging the industry standard where Level 3 systems (like those from Mercedes-Benz or GM) typically appear only on vehicles costing $100,000+. If successful, Ford could become the first automaker to bring true “eyes-off” capability to the average American driveway.
