Ford Targets 2028 for Eyes-Off Driving Tech

Ford is accelerating its push toward autonomous driving with a new strategy focused on internal development. The automaker announced plans to deploy eyes-off driving software on public roads by 2028. Doug Field, Ford's chief of EVs, is leading this charge to build self-driving capabilities in-house rather than relying on external partners.

The company claims this internal approach offers significant advantages. According to Ford, developing the technology themselves is 30% cheaper than purchasing it from outside suppliers. This cost efficiency, combined with greater control over the technology, positions Ford to make advanced driver assistance systems more scalable and accessible across their vehicle lineup.

Ford officially announced its strategy during CES in Las Vegas, emphasizing the financial benefits of keeping development internal. The company stated, "Because we own the technology behind our driver assistance systems, we can deliver significantly more capability at a 30% lower cost than if we bought it from outside suppliers, which makes advanced driver assistance scalable."

Chris Morse, a spokesperson for Ford, clarified that this cost comparison is measured against "the supplier system that we have on-road today." While the company did not name a specific supplier it is moving away from, the shift represents a major change in how Ford approaches autonomous technology.

This move aligns Ford with other major EV companies in the United States. Both Tesla and Rivian have also taken an in-house approach to developing their own self-driving technology, suggesting a broader industry trend toward vertical integration.

Key team members provided insights into why in-house development is critical for Ford's success. Sammy Omari, head of ADAS and infotainment at Ford Motor Company, highlighted the importance of sensor integration.

Omari asked, "How can we now combine the information from all these sensors in the most cost-effective way to get to the highest performance?" He noted that having greater oversight over how sensors are utilized and integrated into vehicles is a key reason Ford can reach its target price point.

Paul Costa, who leads Ford's electrical engineering team, explained the benefits of hardware consolidation. Costa noted that the company can reduce the number of separate computer modules inside its vehicles into a single unit. Typically, vehicles require separate modules for:

• ADAS computer
• Infotainment system
• Audio system
• Networking computer

According to Costa, integrating these systems allows for a "trifecta" of benefits: smaller hardware, cheaper production, and higher performance. He emphasized that seeking third parties does not allow for this level of integration and results in larger computer sizes.

While Ford is moving toward internal software development, the company is not looking to manufacture every component itself. Paul Costa stated that Ford is not interested in making its own silicon chips, unlike competitor Rivian, which recently announced it designed its own chip for autonomous driving.

Costa explained, "We're not interested in a TOPS war," referring to the performance metrics chipmakers often advertise. He added, "Honestly, I don't want custom silicon. If I can get other people's volume on silicon that I need, that is good for democratization."

Ford previously announced a partnership with Mobileye in 2020 to develop its ADAS software, known as BlueCruise. A spokesperson for Mobileye declined to comment on Ford's new direction. Other companies, such as Nvidia, Waymo, and Wayve, remain in the business of licensing advanced driver assistance systems to automakers, though Ford appears committed to its internal path for the foreseeable future.