Ford Unveils Hands-Free Robotaxi Tech
Ford Motor Co is set to introduce technology in two years that will enable drivers to divert their attention from the road, potentially positioning the automaker to enter the burgeoning robotaxi market, as stated by a senior executive. Ford announced on Wednesday that it will introduce Level 3 autonomy in 2028 for its Blue Cruise driver-assist feature, which currently permits drivers to remove their hands from the wheel while still requiring them to maintain visual attention on the road. The upcoming version that enables drivers to divert their attention will first be introduced on Ford’s anticipated $30,000 all-electric small pickup truck platform, Doug Field, the automaker’s chief EV, digital and design officer, stated in an interview. It will enable drivers to engage in activities like videoconferencing or enjoy entertainment while safely navigating the road, which Ford anticipates will become a demand from consumers, he stated.
“Of all the things that people need in life right now, time is pretty high on that list” and they don’t want the stress of driving, Field said. “We believe it will be extremely engaging.” If acceptance is as high as Ford expects, Field did not dismiss the possibility of the automaker leveraging the technology to enter the robotaxi market, which he described as a natural extension of its successful commercial division, known as Ford Pro. “We don’t want to get ahead of ourselves right now, but we think we have a really compelling platform to work with a partner on that,” Field stated regarding the potential for establishing a robotaxi business. “How far we take L3 would determine our long-term strategy.”
Should Ford enter the robotaxi race, it would mark a significant shift from its 2022 decision to close its autonomous affiliate Argo AI and abandon plans for fully self-driving cars, a move that Field previously described as “harder than putting a man on the moon.” He observes “a lot of forces that are causing an awakening” to the potential of automating ride hailing. Tesla Inc. and Google-parent Alphabet Inc. stand out as the leading entities in the effort to automate ride hailing, a sector that market views as a promising and profitable venture. Currently, Ford is concentrating on strategies to market Level 3 autonomy to consumers. The automaker is currently evaluating its pricing strategy and is contemplating options such as a one-time charge, a per-mile fee, or a subscription model, Field stated.
Field stated that because the automaker developed the technology in-house using lower-cost components, Ford will possess a competitive advantage that will render the technology accessible to a broader range of consumers. “You’re putting it on a platform that can start in the $30,000s instead of going up and putting an L3 platform on top of a vehicle that could be $70,000 to $100,000 like most of our competitors,” Field stated. “That’s a really significant matter.”
