Ford is lining up another big promise in the self-driving space.
But this time, it isn’t wrapped in luxury pricing or sci-fi hype.
The plan revolves around a new electric pickup, aimed at everyday buyers, not early adopters with deep pockets.
And if Ford hits its target, autonomous driving could finally show up where most people can afford it.
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How Ford wants to put self-driving into a $30,000 electric truck
Ford says it plans to introduce Level 3 autonomous driving in 2028, starting with a mid-size electric pickup priced at around $30,000.
That price is the headline.
Most self-driving systems so far live in expensive cars stacked with screens, sensors, and computing power that send costs through the roof.
Ford’s pitch is that it doesn’t need all of that.
Ford
Level 3 is also a genuine step up.
This isn’t just fancy cruise control.
In certain conditions, like approved highways, the car is responsible for driving.
You can take your hands off the wheel and your eyes off the road.
Legally.
Ford
The truck will be built on Ford’s new Universal Electric Vehicle platform, which launches in 2027.
A year later the self-driving tech arrives, but it won’t come standard.
Buyers will need to add it as an option.
Ford hasn’t decided yet whether that option will be a one-time payment or a subscription, but the idea is choice.
If you just want a simple electric truck, you won’t be forced to pay for autonomy you don’t want.
Why they’re cutting tech back instead of adding more
The surprising part of all this is how Ford plans to make this work.
And that is simply by removing stuff.
Instead of piling on screens and hardware, Ford rebuilt its self-driving system in-house.
Software and hardware are designed together, rather than stitched together from outside suppliers.
Ford
At the center is something Ford calls the ‘Inside Brain.’
It’s one compact computer that handles infotainment, driver assistance, audio, and networking.
It’s nearly half the size of older systems, which makes it cheaper to build.
Ford says this approach cuts costs by around 30 percent.
And that’s how autonomy sneaks into the trucks people actually buy.
If this works, Ford’s self-driving truck won’t feel futuristic.
It’ll feel normal… and that’ll be the real breakthrough.
A quick history of Ford’s autonomous driving tech
2013: Ford unveils early autonomous research vehicles based on the Fusion Hybrid, signaling long-term investment in self-driving technology
2016: Ford promises to skip Level 3 and jump directly from Level 2 to Level 4 autonomy by 2021—setting expectations that would remain unmet for nearly a decade
2016: Ford expands its autonomous test fleet and begins large-scale real-world testing in multiple U.S. states, laying early groundwork for highway automation
2017: Ford commits major resources to autonomy development, betting on advanced sensor stacks and software to enable full self-driving systems
2021: Ford launches BlueCruise, a Level 2 hands-free, eyes-on driver assistance system, marking its first scalable consumer autonomy product
2022-2025: Ford sells 1.2 million vehicles equipped with BlueCruise, collecting extensive real-world driving data to refine driver monitoring, mapping, and automation performance
2023: Ford pivots away from ultra-expensive autonomy approaches, choosing to develop software and hardware in-house to control costs and improve integration
2026: Ford acknowledges earlier autonomy timelines were unrealistic and confirms it will not introduce Level 3 technology before 2028
2026: Ford reveals its ‘Inside Brain’ centralized compute module and a new AI assistant, promising up to 30 percent lower costs by unifying infotainment, ADAS, and networking
2027: Ford rolls out its Universal Electric Vehicle (UEV) architecture, designed to support scalable, lower-cost autonomous driving systems
2027: Ford plans to launch a $30,000 midsize electric pickup built on UEV; Level 3 autonomy will be optional rather than standard
2028: Ford introduces its first affordable hands-off, eyes-off Level 3 driver assistance system
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