At CES 2026, Ford revealed plans for Level 3 autonomous driving and AI-powered tech. Doug Field emphasized making these technologies affordable for everyday drivers. By 2028, Ford aims for “eyes-off” driving on highways, allowing drivers to disengage but remain ready to take control when necessary.
Field stressed that the focus isn’t on flashy features, but practical solutions. He noted, “We’re focused on making it super affordable.” This approach aims to democratize advanced driver systems and make them widely accessible, aligning with Ford’s vision for the future of mobility.
CES Highlights Affordable Advanced Driving
Ford’s strategy marks a departure from the industry’s reliance on expensive, outsourced technology. Instead, Ford is building much of its software and tech in‑house. This approach will reduce costs, improve performance, and enable faster updates. Ford’s in-house system stands in contrast to competitors’ reliance on third‑party solutions.
Ford also plans to expand its BlueCruise driver‑assist system, which offers hands‑free driving on mapped highways. This system will evolve into Level 3 autonomy with future updates. The goal is to make these advanced driving technologies accessible to mainstream consumers, not just luxury vehicle buyers.
Additionally, Ford will launch a new AI voice assistant in 2026, available through Ford and Lincoln apps. The assistant will be expanded into vehicles in 2027, providing practical features. For example, it will help calculate cargo fit and answer questions about vehicle functions. Ford’s digital assistant aims to enhance the in‑car experience through smarter technology.
Ford’s Vision for Future Mobility
Field and other executives highlighted CES 2026 as a defining moment for Ford’s future. AI, automation, and software are key to the next generation of vehicles. Ford plans to integrate affordable, in‑house technology to create practical, usable innovations for everyday drivers.
Ford will introduce these advanced technologies starting with vehicles built on its Universal Electric Vehicle architecture, beginning in 2027. This move positions Ford to compete by offering Level 3 autonomy at a more accessible price.
Conclusion
Ford’s CES 2026 announcements reflect a shift toward affordable, scalable innovations in autonomous driving and AI. With plans for Level 3 autonomy and smarter in‑car technologies, Ford is laying the groundwork for the future of mobility.
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