Ford Targets Eyes-Off Highway Driving with Level 3 System Planned for 2028

Ford has announced plans to introduce Level 3 driver-assistance technology in global markets in 2028, marking a big step toward hands-off, eyes-off driving on select highways.

Under Level 3 automation, drivers will be able to disengage from actively monitoring the road in specific conditions, with the system assuming responsibility for driving tasks within defined limits.

The tech will debut on a new electric vehicle platform currently being developed by a dedicated Ford team in California. This platform is intended to support advanced software and digital features that are not available on Ford’s existing models. Over time, the company plans to expand the Level 3 system to additional vehicles beyond this new architecture.

The first vehicle based on the platform will be a midsize electric pickup truck scheduled for launch in 2027, with a targeted starting price of around $30,000 in the USA. Ford has not confirmed which specific model will be the first to receive the Level 3 capability.

According to Doug Field, Ford’s chief EV, digital, and design officer, the advanced driver-assistance system will not be included as standard equipment at that price point and will instead be offered as a paid add-on. Pricing details have not yet been finalised.

Ford claims that it is still evaluating how best to package and sell the feature, including whether it should be offered as a one-time purchase or through a subscription. The company’s current priority, Field said, is to make the technology as affordable and accessible as possible, with pricing decisions to follow closer to launch.

To support Level 3 automation, Ford plans to incorporate LiDAR sensors alongside other hardware. This approach contrasts with some competitors that rely solely on camera-based systems.

The company is also shifting more development work in-house, reducing dependence on external suppliers. This strategy is aimed at lowering costs, speeding up software updates, and improving overall system quality.

Also read: Nvidia Introduces Alpamayo AI to Help Self-Driving Cars Think Through Tough Scenarios