Ford to Launch $30,000 EV with Hands-Free Driving by 2028

• Ford will launch eyes-off 'Level 3' driving automation in 2028, prioritizing affordability by offering it first on a $30,000 EV instead of premium vehicles like GM's $127,000+ Cadillac Escalade IQ
• The company is developing a Ford AI assistant (launching in apps by early 2026, in-vehicle by 2027) with vehicle-specific capabilities like trailer towing assessments and cargo capacity calculations
• Ford expects to take $19.5 billion in special charges through 2027 related to its EV strategy restructuring and shift toward smaller, more affordable electric models through a 'skunkworks' development team

Market Summary: Ford to Launch $30,000 EV with Hands-Free Driving by 2028

Key Developments

Ford Motor announced plans to introduce "eyes-off" Level 3 autonomous driving technology on a $30,000 all-electric vehicle launching in 2028. This positions Ford competitively against Tesla, General Motors, and Rivian in the race toward autonomous driving capabilities.

Strategic Approach

Unlike typical industry practice of debuting technology on premium models, Ford will launch this advanced system on a mainstream, affordable EV first—likely based on its new Universal EV platform (UEV). The first UEV vehicle is a midsize pickup truck scheduled for 2027 with similar pricing. Ford Chief EV Officer Doug Field emphasized the strategy of "putting our best and newest technology where the volume is and where the accessibility is."

Additional Announcements

Ford unveiled several CES innovations:

• AI Assistant: Launching in early 2026 via mobile apps, with in-vehicle integration starting 2027. Features include trailer compatibility assessment and cargo capacity analysis using vehicle identification numbers.
• Integrated Digital Platform: New unified software architecture combining infotainment, ADAS, audio, and networking systems for improved reliability.

Market Context

Ford, under CEO Jim Farley, faces pressure to execute after wasting billions on shifting EV strategies and quality issues. The company expects to take charges through 2027 related to restructuring and EV pullbacks. GM announced similar plans with eyes-off technology for the 2028 Cadillac Escalade IQ, priced above $127,000.

Ford currently offers BlueCruise, a Level 2 driver assistance system requiring driver attention. The new system represents a significant technological leap toward full autonomy.