Ford Accelerates Self-Driving Tech Development In-House by 2028

UPDATE: Ford is ramping up its self-driving ambitions, confirming plans to launch eyes-off driving technology on public roads by 2028. The company’s decision to develop this technology in-house is expected to save approximately 30% in costs compared to outsourcing.

During a pivotal announcement at CES in Las Vegas, Ford’s Chief of EVs, Doug Field, outlined how creating autonomous capabilities internally will enhance performance while minimizing expenses. “Because we own the technology behind our driver assistance systems, we can deliver significantly more capability,” Ford stated, emphasizing the strategic shift to in-house development.

The push aligns with trends in the electric vehicle sector, where leading companies like Tesla and Rivian have already adopted similar strategies. These industry giants have shown that controlling the tech pipeline is key to achieving cutting-edge innovation.

Ford’s new approach will allow for greater integration of sensors and computing systems within its vehicles. Sammy Omari, head of Advanced Driver Assistance Systems (ADAS) and infotainment, explained, “How can we now combine the information from all these sensors in the most cost-effective way to get to the highest performance?” This integration is crucial for maximizing the functionality of the vehicles.

Additionally, Paul Costa, who leads Ford’s electrical engineering team, highlighted that consolidating various computing functions into a single module will streamline production. “To integrate, I can’t do this with all these suppliers. We need to bring this stuff in-house,” Costa noted, stressing the importance of achieving efficiency without sacrificing performance.

Ford’s move comes amidst a competitive landscape dominated by tech companies and startups licensing their own ADAS solutions. Key players include Nvidia, Waymo, and Wayve. Ford previously collaborated with Mobileye in 2020 for its BlueCruise software, though a representative declined to comment on the latest developments.

As the automotive world shifts rapidly toward autonomous driving, Ford’s strategic pivot is set to redefine its future. The company is focused on maintaining its competitive edge without venturing into custom chip production, as Costa affirmed, “If I can get other people’s volume on silicon that I need, that is good for democratization.”

This aggressive new strategy positions Ford not just as a legacy automaker but as a formidable player in the self-driving revolution. With the target set for 2028, all eyes will be on Ford as they continue to innovate and transform the landscape of autonomous driving technology.

Stay tuned for further updates as this story develops and impacts the future of driving.