Ford Motor said on Wednesday it plans to introduce Level 3 driver-assistance technology in 2028, enabling drivers to take their hands and eyes off the road while traveling on certain highways, as the automaker pushes deeper into software-driven features and new revenue models.
The system will first be rolled out on a new electric vehicle platform being developed by a dedicated team in California, Ford said, with broader deployment planned across other models over time. The first vehicle on the platform will be a midsize electric pickup truck due to launch in 2027, targeting a starting price of about $30,000 and featuring advanced software capabilities not currently available on Ford vehicles.
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Ford declined to specify which model from the platform would be the first to receive the Level 3 system. Doug Field, Ford’s chief EV, digital and design officer, said the technology would not be included as standard at the entry price and would instead be offered as a paid option. “We’re also learning a lot about the business model. Should it be a subscription? Should you pay for it all at the beginning? We’re focused right now on making it super affordable, and we’re very excited about that,” Field said in an interview with Reuters.
The Dearborn, Michigan-based automaker is developing the system largely in-house, aiming to reduce reliance on suppliers, lower costs and enable faster software updates, while also addressing quality challenges that have affected the company in the past. Ford said it plans to use lidar technology to support its Level 3 capability, a contrast to Tesla’s camera-only approach. Tesla’s Full Self-Driving system remains a Level 2 technology that requires drivers to keep their eyes on the road.
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Automakers have largely limited advanced self-driving features in personal vehicles to highways, where driving conditions are more predictable, as city environments pose greater challenges. Mercedes-Benz already offers a highway-only Level 3 system in some U.S. states, while General Motors has said it plans to bring eyes-off driving to market in 2028, starting with its Cadillac Escalade IQ EV priced above $125,000.
Driver-assistance systems have become a focal point for automakers seeking recurring revenue through software and subscriptions. Ford currently offers its Level 2 BlueCruise system on many models for a monthly or annual fee, allowing hands-free driving while requiring driver attention. Field also said Ford plans to introduce an artificial intelligence assistant, first as a mobile app early this year and later as an in-vehicle feature, as competition intensifies around digital services in vehicles.
