Ford has announced a noteworthy plan at CES 2026 to deploy level 3 self-driving technology, allowing drivers without continuous observation, on an electric vehicle priced at about 30,000 USD.
This is considered a strategic step to bring advanced self-driving technology out of the high-end car segment, reaching a more general customer group.
According to Ford, the next generation of the BlueCruise driving assist system will be developed to meet level 3 automatic driving standards, which is the level that allows the car to operate on its own under certain conditions without the driver having to stick their eyes to the road.
This technology is expected to be launched in 2028 and will appear for the first time on a car built on the company's completely new Universal Electric Vehicle (Universal EV) platform.
Universal EV is a strategic electric vehicle platform that Ford is developing, aiming for compact, affordable car models.
The first model using this platform is identified as a small electric pickup truck, expected to start production in 2027 with a price of about 30,000 USD.
Just one year later, this platform will be integrated with new hardware and software to activate level 3 self-driving capabilities.
Ford said that all hardware and software of the new system will be self-developed by the company, but has not yet revealed details about the sensor configuration.
In particular, the company does not confirm whether the new generation automatic driving system uses lidar or not.
However, according to Automotive News, it is likely that Ford will equip the lidar to improve accuracy and safety, especially when moving towards a higher level of automation.
Currently, BlueCruise is only at level 2. This system allows the driver to remove the handlebars, but still has to continuously observe the road and be ready to intervene when needed.
BlueCruise only operates on about 130,000 miles of lane-divided highways in the US and is not allowed to be used in urban areas.
Car models currently supporting BlueCruise include Ford Explorer, Mustang Mach-E, F-150, Expedition and some Lincoln car lines.
A big question is whether BlueCruise level 3 will expand its operating range beyond the highway in the future?
Ford has not yet made a specific commitment on its operating capacity in urban environments, which are much more complex than lane-based expressways.
In an official blog post, Mr. Doug Field, Ford's Director of Electric, Digital and Design, emphasized the goal of universalizing self-driving technology.
According to him, Ford wants to bring this technology to "cars that consumers actually buy", instead of just appearing on expensive car models.
Currently, BlueCruise is offered in the form of registration, with a price of 49.99 USD per month, 495 USD per year or a full package of 2,495 USD when buying a car (depending on the model).
Ford has not yet revealed whether the Universal EV platform and the upcoming level 3 automatic driving system will continue this toll model or there will be price adjustments.
If the plan goes on schedule, Ford could become one of the first automakers to bring level 3 self-driving technology to an affordable electric vehicle, creating great competitive pressure in the global electric car market.
