The $30,000 midsize electric pickup that Ford promises will offer more passenger space than a Toyota RAV4, will offer L3 eyes-off driving.
Ford gears up for L3 eyes-off driving in 2028
Ford wants to make smart tech, including autonomous technology, accessible to everyone. For the most part, self-driving tech is currently available as a premium feature with brands like Tesla, General Motors, Ford, Mercedes-Benz, and BMW.
At CES 2026 on Wednesday, Ford said that BlueCruise, its hands-free driver assistance, will offer L3 eyes-off driving, starting in 2028.
The feature will debut on Ford’s new low-cost Universal EV Platform, which it promises will help unlock more affordable electric vehicles and software.
The first vehicle based on the platform will be a four-door midsize electric pickup in 2027, starting at around $30,000. Ford said the “breakthrough” EV will offer more passenger space than a Toyota RAV4 (including the frunk and bed) and will be as fast as the Mustang EcoBoost.
Doug Field, Ford’s chief EV, digital, and design officer, said since the new tech is made in-house, “we can deliver significantly more capability at a 30% lower cost” than if it were outsourced.
Field, a former Tesla vet and head of Apple’s car project, added that Ford aims to make “the ultimate in-vehicle experience available for many, not just a privileged few.
Will Ford deliver on its promise? With 1.2 million BlueCruise-equipped vehicles on the road today, currently offering hands-off driving, the company continues to improve the system through software updates.
A new Ford AI Assistant and more
Eyes-off driving wasn’t the only new tech that Ford announced at the event. It also introduced the Ford AI Assistant. The AI can “understand where you are, what you’re doing, and what your vehicle is capable of, and then makes the next decision simpler.”
For example, Ford said you can snap a picture of bags of mulch and ask the assistant directly on your smartphone, “How many of these will fit in my truck bed?”
It will then analyze the image, taking into account the size of the bags and the vehicle’s bed size, to determine the exact number.
The company plans to launch the new AI Assistant in early 2026 through the Ford and Lincoln apps. Starting in 2027, it will roll out to up to 8 million drivers.
Ford said none of this would be possible without its new “vehicle brain.” At CES, the company introduced its new High Performance Compute Center, an in-house module that combines infotainment, ADAS, audio, and networking into a single “powerhouse” unit.
By developing the new tech in-house, Paul Costa, Ford’s executive director of electronics platforms, said it “delivers significant cost savings of 10% to 15% per module.”
Costa added that the upcoming Universal EV (UEV) architecture “incorporates a five-fold increase for the in-house module design, giving us 5X more control over critical semiconductors.” As a result, it can handle complex computing tasks considerably faster, is significantly cheaper to produce, and is nearly half the size, opening up more interior space.
Electrek’s Take
Ford enters the race to introduce L3 eyes-off smart driving tech over the next few years, joining crosstown rival GM, Mercedes-Benz, BMW, Stellantis, Tesla, Lucid, Rivian, and several other automakers.
GM announced in October that the Cadillac Escalade IQ will be its first vehicle equipped with eyes-off driving, which is also expected to begin rolling out in 2028.
Unlike vision-only systems, GM said its setup will use LiDAR, radars, and cameras equipped directly into the vehicle. Ford has yet to reveal all the details, including the cost.
The current BlueCruise system is available on all 2022-2024 F-150 Lightning Lariat and Platinum models, as well as the 2024 Flash trim. It’s also available on all 2023-2025 Mustang Mach-E trims.
New vehicle plans start at $495 for a year (plus a 90-day free trial), or you can opt for a one-time purchase of $2,495. After the 90-day complimentary trial, drivers can renew the service for $49.99 a month.
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