In a groundbreaking announcement at CES 2026, Ford Motor Company revealed plans to introduce advanced eyes-off driving technology on an upcoming $30,000 all-electric vehicle by 2028. This move positions Ford as a key player in the race for Level 3 autonomous driving systems, making hands-free, eyes-off capabilities accessible to mainstream consumers rather than reserving them for luxury models.
Ford CEO Jim Farley emphasized the company’s strategy to democratize cutting-edge tech, stating that the eyes-off system will debut on a vehicle built for high volume and affordability. This aligns with Ford’s ongoing push into the electric vehicle (EV) market, where cost-effective innovations are crucial for competing against giants like Tesla and General Motors.
What is Eyes-Off Driving Technology?
Eyes-off driving, classified as Level 3 automation by SAE International, allows drivers to disengage from monitoring the road under specific conditions, such as on highways. Unlike Ford’s current BlueCruise system—a Level 2 hands-free ADAS that requires constant driver attention—the new technology will enable users to focus on other tasks while the vehicle handles driving duties.
Ford’s system will leverage an array of sensors combined with in-house software development to keep costs low compared to competitors. The rollout will be phased, prioritizing vehicles and customer segments where the tech delivers the most value. “The actual rollout schedule will be based on a lot of work we have to do on which customers need it in their applications, when, and which products are most ready for it now,” Ford explained in the announcement.
This upgrade builds on BlueCruise, which already allows hands-off operation on pre-mapped divided highways across North America. Demonstrations of BlueCruise have showcased its reliability, but the jump to eyes-off represents a significant leap in autonomy and user trust.
The Vehicle: Ford’s $30,000 Midsize Electric Pickup on the Universal EV Platform
The first EV to feature this eyes-off tech is slated for Ford’s innovative “Universal EV platform” (UEV), designed to support a diverse range of vehicles while slashing production costs. Key efficiencies include a 20% reduction in parts, 25% fewer fasteners, 40% fewer workstations, and 15% less assembly time compared to traditional platforms.
The platform’s debut vehicle? A roughly $30,000 midsize pickup truck expected to launch in 2027. While it’s not confirmed if this exact model will get the eyes-off system first, the timeline suggests it could be among the initial rollouts. This affordable EV truck aims to appeal to everyday drivers, blending practicality with electric efficiency in a segment dominated by higher-priced options.
As we covered in our earlier article on upcoming EV platforms, Ford’s UEV is part of a broader shift toward scalable, cost-effective electric architectures that could transform the U.S. auto market. (Read more: Upcoming Tesla Models in 2026: Revolutionizing Electric Mobility)
Ford’s Broader Tech Ecosystem: AI Assistant and Integrated Digital Platform
Alongside the autonomy news, Ford unveiled a new AI assistant set to launch via phone apps in early 2026 and integrate into vehicles by 2027. This tool can analyze images for practical advice, like checking towing capacity or cargo fit using your vehicle’s identification number.
Additionally, Ford is rolling out an “integrated digital platform” as a unified vehicle brain, handling everything from infotainment and ADAS to audio and networking. This architecture will debut with the UEV vehicles, enhancing connectivity and over-the-air updates.
These developments come amid Ford’s $5 billion investment in U.S. plants for UEV production and batteries, following a strategic pullback from unprofitable EV ventures. The company anticipates $19.5 billion in special items through 2027 related to restructuring.
How Ford Stacks Up Against Competitors in Autonomous Driving
Ford’s 2028 timeline puts it in direct competition with Tesla’s Full Self-Driving (FSD) ambitions and GM’s Super Cruise expansions. GM plans Level 3 tech on its Cadillac Escalade IQ starting at over $127,000 in 2028, while Ford’s focus on a $30k model could disrupt the market by making autonomy affordable.
Skeptics, as seen in reactions to the announcement on X (formerly Twitter), question Ford’s execution given past delays in EV projects. However, under the leadership of Jim Farley and Doug Field (ex-Tesla and Apple), Ford’s skunkworks team is betting big on in-house innovation to close the gap.
As discussed in our piece on autonomous EV revolutions, this could signal a tipping point for self-driving tech in everyday vehicles. (Check out: NVIDIA EXPLODES THE AUTONOMOUS DRIVING WORLD: Open-Source Alpamayo AI Catapults Mercedes-Benz CLA Into Self-Driving Supremacy)
What This Means for EV Buyers and the Future of Driving
For U.S. consumers eyeing affordable EVs with advanced features, Ford’s announcement is a game-changer. A $30,000 midsize electric pickup with eyes-off driving could redefine commuting, road trips, and work fleets, especially in regions like Jharkhand, where efficient, tech-laden vehicles are increasingly in demand.
Stay tuned to USonWheels.com for more updates on Ford’s EV roadmap, autonomous tech breakthroughs, and how they impact the American automotive landscape. If you’re interested in similar innovations, don’t miss our coverage of Tesla’s Cybercab sightings and their implications for autonomous mobility.
