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A host of exciting developments came out of the Consumer Electronics Show (CES) held in Las Vegas last week. Among the speakers was Ford’s chief EV, digital, and design officer, Doug Field, who laid out Ford’s roadmap for hands-free, eyes-off driving. Alongside this announcement, Ford revealed plans for an AI assistant and a new “vehicle brain” module. Under the new timeline, Ford is following in the footsteps of global leaders Tesla and Rivian, promising Level 3 autonomy in its vehicles as early as 2028. The Michigan-based automaker is launching its own autonomous platform, called the Universal Electric Vehicle platform, as the foundation for its eyes-off capabilities. This software will support Ford’s latest electric pickup, which is expected to reach production in 2027—a vehicle Ford claims will retail for about $30,000. This lower price tag reflects Ford’s commitment to providing autonomy for the masses, not just a select few. Field champions the importance of democratizing vehicle technology, saying:“If a feature doesn’t solve a real problem or make you smile, customers shouldn’t have to pay for it,” he said. “Truly impactful technology must be attainable. If it doesn’t reach the many, it isn’t a revolution—it’s a luxury.”The other landmark announcement delivered by Ford at CES was the launch of its all-new “vehicle brain”. The technology brings together infotainment, ADAS, audio, and networking into a single unified platform. The “brain” allows Ford to cut manufacturing costs by bypassing outside suppliers, meaning many of its new vehicles could be delivered at roughly 30 percent lower cost than current offerings. Alongside this platform, Ford is rolling out its own AI assistant, which will operate via the Ford and Lincoln app later this year. Mike Aragon, president of Ford’s Integrated Services software business, spoke about the benefits of leveraging in-app features:
“You shouldn’t have to wait to buy a brand-new vehicle to experience the future of Ford intelligence. With an in-app launch, we can deliver advanced features and personalized assistance to the Ford you already own.”Ford’s bold strategy on autonomy follows the walk-back of its promise to deliver an all-electric lineup by 2030, a revision that was announced at the end of last year. Keep up-to-date with the latest mobility news by subscribing to MOVEMNT’s free newsletter
