Ford Plans L3 Autonomous Driving by 2028, Debuting on $30K Electric Compact Pickup

Ford Motor Company announced it will upgrade its Blue Cruise driver-assistance system to Level 3 autonomous driving technology by 2028. Unlike the current version—which allows drivers to take their hands off the wheel but requires them to keep their eyes on the road—the new system will permit drivers to shift their gaze away from the road to work or be entertained, provided conditions are safe. This feature will debut on a new all-electric compact pickup truck priced at around $30,000. If market reception is favorable, Ford may expand into the autonomous ride-hailing sector as an extension of its Ford Pro commercial vehicle business. Previously, Ford shut down its self-driving subsidiary Argo AI in 2022, shifting focus toward bringing consumer-oriented Level 3 technology to market and leveraging in-house, low-cost components to drive adoption. The company is still finalizing its specific pricing strategy.