Ford is set to launch its first “eyes-off” autonomy solution on a $30,000 electric truck to make advanced self-driving solutions accessible to people.
Ford’s Campaign for Conditional Automation
Ford Motor Co. announced on January 7, 2026, the company’s first Level 3 autonomous driving solution will be rolled out by 2028.
The eyes-off driver assist technology enables motorists to take their hands off the wheel and eyes off the road in certain scenarios, including highways with dividers.
The solution meets the criteria set by SAE Level 3, in which the car is responsible for monitoring but the driver must be ready to take control when required.
In this stage, Ford is ranked within companies such as Mercedes-Benz and General Motors that have implemented or announced limited Level 3 autonomous systems.
Companies have cut back on self-driving technologies but Ford continues to pioneer the future with the efforts being affordable.
Evolving From BlueCruise
The current version of Ford’s BlueCruise system is Level 2 hands-free on pre-mapped roads.
It requires constant attention to the driver. The new Level 3 enhancement allows the vehicle to monitor the environment, thereby allowing the driver to read before making a takeover request.
Ford revealed the price for the next generation of BlueCruise is expected to be 30% lower in production costs compared with the existing system.
“The system will take on more responsibility when in engagement modes,” Ford explained about the changes in the newer version of the system.
Debut on Affordable EV Platform
The eyes-off system will debut on the Ford platform for universal EVs.
Its first model will be the mid-size EV pickup, starting to roll off the production lines in 2027, with the technology available in 2028.
Its starting price will be around $30,000.
The self-driving feature will be offered as an additional feature for an unspecified price.
Ford has not finalised its pricing structure, which may include either single payments or subscription services.
In-House Tech Focus
Ford develops core software and hardware in-house to reduce costs and allow updates, including an array of sensors with a unified computing architecture.
This approach follows a history of industry-specific problems with dependency on third parties, desiring flexibility and reduced costs.
Industry and Regulatory Context
That would put Ford on a similar timeline to General Motors’ 2028 target for eyes-off tech on premium vehicles.
Mercedes-Benz was an earlier adopter of Level 3 in the U.S., but adoption has been slim.
Regulatory approval for deployment varies by region, and is still largely in development.
In the United States, both federal and state rules are still developing, with much focus on safety and liability.
The Path to Full Autonomy
Ford is targeting 2028, but its vision is realistic regarding automated driving, focusing on reliability and availability rather than fast speeds.
Success might lead to autonomous driving in non-luxurious market segments.
