At CES 2026, Ford made one of the boldest announcements in automotive history: the company will introduce Level 3 autonomous driving by 2028, allowing drivers to take their hands and eyes off the road—not in a luxury sedan, but in a $30,000 electric pickup truck.
This move could democratize self-driving technology, shifting it from elite vehicles like the $127,000 Cadillac Escalade IQ to vehicles everyday Americans actually buy.
Ford plans to launch this system on its new Universal Electric Vehicle (UEV) platform, with production beginning in 2027 and Level 3 capability rolling out one year later.
What Level 3 Autonomy Really Means
Most current systems, including Ford’s BlueCruise, are Level 2: the car can steer and accelerate, but the driver must remain alert.
Level 3 changes everything.
At Level 3:
- The vehicle becomes legally responsible for driving
- The driver can watch TV, use a phone, or relax
- Liability shifts from driver to manufacturer
This makes eyes-off driving possible for the first time in consumer vehicles.
Ford’s Strategy: Autonomy for the Mass Market
According to Doug Field, Ford’s Chief EV, Digital, and Design Officer:
“Autonomy shouldn’t be a premium feature. Eyes-off driving will be available for the many, not the privileged few.”
This directly contrasts GM, which plans to introduce Level 3 only on luxury vehicles.
Ford is betting that trucks and affordable EVs, not executive sedans, will define the autonomous future.
The Technology Behind Ford’s Level 3 System
Ford is expected to use:
- Lidar sensors for 3D mapping
- Cameras and radar for redundancy
- A new centralized vehicle computer (“vehicle brain”)
This new system integrates:
- Infotainment
- Driver-assist
- Audio
- Networking
Ford claims this compute platform delivers 5× more capability at 30% lower cost, enabling software-defined vehicles similar to Tesla and Chinese EV makers.
Universal EV Platform: Ford’s Big Pivot
The $30,000 electric truck will be built on Ford’s new Universal Electric Vehicle platform, designed for:
- Up to 8 low-cost EV models
- Software-defined upgrades
- Level 3 autonomy compatibility
Ford abandoned large EV trucks and SUVs after losing billions and is now focusing on affordable, high-tech vehicles.
How Much Will Level 3 Cost?
Ford hasn’t finalized pricing, but today:
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BlueCruise costs $49.99/month, $495/year, or $2,495 upfront
Level 3 will likely cost more, but Ford wants it accessible, not exclusive.
Competition Is Heating Up
Ford’s 2028 target puts it in a race against:
- GM (Cadillac Escalade IQ)
- Mercedes-Benz and BMW (limited regions)
- Chinese EV brands with advanced AI systems
Ford is racing to stay relevant as software and autonomy redefine the auto industry.
Ford AI Assistant Launching in 2026
Ford will also release a vehicle-specific AI assistant in 2026 that:
- Knows your truck
- Understands cargo, routes, and driving
- Works through the Ford app and in-car systems
Example: Take a photo of firewood and the AI estimates how much fits in your truck bed.
Why This Is a Make-or-Break Moment for Ford
Ford has:
- Lost billions on EV strategy
- Cancelled large EV projects
- Rebuilt its EV team
Now everything depends on UEV and Level 3 autonomy.
If Ford succeeds, it will become the first company to bring true self-driving to the working class.
If it fails, it risks being left behind by Tesla and China.
2028 will decide Ford’s future.
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