Ford announced on Wednesday at CES 2026 that its hands-free highway driving system — BlueCruise — is targeting eyes-off capability by 2028.
Additionally, the company is following its rivals by rolling out an AI-powered assistant coming through the Ford and Lincoln mobile apps within the next few months.
The Level 3 driving automation system will be introduced on the Detroit-based automaker’s Universal Electric Vehicle (UEV) platform, to debut with a $30,000 electric truck.
Ford‘s target is the “democratization” of advanced autonomous driving, as highlighted in a blog post written by Doug Field, the company’s chief EV, digital, and design officer.
“Autonomy shouldn’t be a premium feature. By designing our own software and hardware in-house, we’ve found a way to make this technology more affordable,” the Apple and Tesla veteran stated.
Ford‘s announcement comes as several rivals unveil ambitious plans for the upcoming years.
Last month, Rivian hosted its inaugural AI & Autonomy Day at its Palo Alto offices, where it unveiled its Autonomy Processor RAP-1 and also an in-car AI voice assistant while confirming LiDAR adoption for future R2 vehicles starting by late this year.
Meanwhile, Tesla has been accelerating its Full Self Driving (Supervised) software, with customers reporting major updates since the V14 was rolled out.
Ford plans to first introduce in 2028 the new eyes-off system on a $30,000 electric mid-sized pickup truck, set to hit the market in 2027 — instead of on a pricier model.
“L3 eyes-off driving will be road ready in 2028, making the ultimate in-vehicle experience available for the many, not just a privileged few,” Field emphasized in the blog post.
BlueCruise and L3
The Detroit automaker disclosed that it currently has 1.2 million BlueCruise-equipped vehicles.
Currently, Ford‘s advanced driver assistance system (ADAS) is hands-free, meaning the vehicle can drive itself under certain circumstances without human intervention.
However, it is limited to about 130,000 miles of approved highways.
The eyes-off system will use an array of sensors and in-house software development to lower costs by 30% compared to competitors.
Currently, Mercedes-Benz is the only company in the US that provides a Level 3 driver-assistance system, with its Drive Pilot feature.
AI Assistant and “Unified Computer Brain”
The company led by Jim Farley also revealed at CES 2026 that a new AI assistant is expected to launch over the next few months through its phone apps for Ford and Lincoln, reaching up to 8 million customers.
This launch will be followed by a native in-vehicle experience, planned for 2027.
Although several competitors have announced plans for AI digital assistants, Field defends that Ford’s will offer a more tailor-made experience for the Ford users.
As an example, the company’s AI assistant will provide the option to analyse the picture of the truck to calculate the volumes of the bags and confirm how many the vehicle can hold.
“It’s a seamless experience that shows how we are thinking differently, integrating Ford-specific data with your real-world needs, even when you aren’t anywhere near your vehicle”, the Ford’s chief EV, digital, and design officer wrote in the blog.
The automaker said that its work on the vehicle’s architecture over the past seven years has led to a “more unified ‘vehicle brain’ — a single, powerful module that unifies infotainment, ADAS, audio, and networking.”
Ford has recently warned that it expects to book $19.5 billion in charges amid its adjustment to the EV strategy.
