Ford Motor Company is preparing for a major leap in vehicle automation with plans to introduce Ford’s eyes-off driving technology in 2028. Announced at CES 2026, this move signals Ford’s intent to compete directly with Tesla, General Motors, and Rivian in the race toward advanced autonomous driving—while making the technology accessible to mass-market buyers rather than limiting it to luxury models.
A $30,000 Electric Pickup Leads the Way
Unlike traditional rollouts, where cutting-edge features debut in premium vehicles, Ford is taking a different approach. The first model to receive this system will be a midsize all-electric pickup truck priced around $30,000, expected to launch in 2027. This vehicle will be built on Ford’s upcoming Universal EV platform, designed to support multiple body styles and segments, allowing the company to scale technology quickly and efficiently.
What “Eyes-Off” Really Means?
At its core, Ford’s eyes-off driving technology is classified as Level 3 autonomy. This means drivers will be able to take their hands and eyes off the road under specific conditions—primarily on highways—while the vehicle manages driving tasks. According to Ford, the system is expected to operate at speeds of up to 80 mph and will be optimized for clear weather conditions, offering drivers the freedom to work, relax, or use entertainment features during eligible drives.
Technology Built In-House for Lower Costs
Ford is developing both the hardware and software for the system internally, a strategy aimed at reducing costs by nearly 30%. Unlike some competitors that rely solely on cameras, Ford plans to use lidar technology for greater accuracy and reliability. The eyes-off feature will be optional, with pricing likely offered through a one-time purchase or subscription model rather than being included in the base vehicle cost.
AI and a Unified Vehicle Brain
Supporting this autonomous push, Ford will introduce a Google Cloud-hosted AI assistant in early 2026 for Ford and Lincoln apps. The assistant will answer vehicle-specific questions, such as towing capacity or range. By 2027, this AI and a new “unified brain” computing module—combining infotainment and driver-assistance systems—will be built directly into vehicles, creating a smarter, more integrated driving experience that complements Ford’s eyes-off driving technology.
A Strategic Step Toward the Future
By prioritizing volume and affordability, Ford’s eyes-off driving technology reflects a broader strategy to democratize advanced mobility features. If successful, it could reshape expectations for autonomous driving in mainstream electric vehicles and accelerate adoption across global markets.
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