Ford is accelerating its journey towards advanced driver-assistance technology, with CEO Jim Farley revealing that the company is making significant strides in developing Level 3 (L3) autonomous driving capabilities entirely in-house. This strategic move underscores Ford’s commitment to innovation and its determination to lead the charge in the rapidly evolving landscape of autonomous driving. By leveraging the expertise of the former Argo AI team, now part of Latitude AI, Ford is poised to deliver cutting-edge technology that enhances the driving experience.

Farley’s confidence in Ford’s L3 development is palpable, stating that the company is “getting really close” to achieving road-ready technology. The success of BlueCruise, which has consistently improved, provides a strong foundation for this next step. Ford’s in-house approach allows for greater control and integration, ensuring that the L3 system aligns seamlessly with the company’s vision for future vehicles. This autonomy will allow for hands-free and eye-free driving on highways, a significant leap from current systems.

Ford’s ambition to bring L3 autonomy to market as early as 2026 positions the company as a frontrunner in the mass-market adoption of this technology. This initiative demonstrates Ford’s proactive approach to addressing the growing demand for advanced driver-assistance features. By focusing on L3, Ford is prioritizing a realistic and achievable path towards autonomous driving, offering customers a tangible and valuable advancement in vehicle technology.

While Ford is pushing the boundaries of autonomous driving, the company remains pragmatic about its implementation. Farley clarified that L3 technology will not be included in Ford’s upcoming low-cost EVs, as the added components would increase production costs. This strategic decision reflects Ford’s commitment to delivering affordable and accessible electric vehicles, while still pursuing innovation in advanced driver-assistance systems. Ford is balancing innovation with affordability.