Ford to launch $30,000 EV with eyes-off driving technology in 2028

Ford Motor Company plans to launch a flagship electric vehicle in 2028, featuring “eyes-off” driving capabilities, which will allow the car to handle certain driving conditions autonomously.

Priced around $30,000, the vehicle would bring advanced self-driving technology within reach of everyday consumers. The move positions Ford alongside its competitors in the autonomous vehicle space, including Tesla, General Motors, and Rivian, as it seeks to strengthen its edge in this rapidly evolving market.

Ford will first test this out on a mass-market vehicle, rather than a specialty vehicle like a luxury car. Doug Field, chief officer for all things EV at Ford Motor Company, as well as design and digital technology, stressed that their approach is to take new products to a broad audience.

“It’s part of a broader technology strategy: putting our best and newest innovations where the volume is and where accessibility matters most,” Field told CNBC in an interview.

Ford builds new pickup on universal EV platform

Ford’s new “Universal EV Platform,” a versatile design that can support multiple vehicle types, will debut with the company’s eyes-off system. The first release is expected to be a mid-sized pickup truck, slated to enter the market in 2028. 

Ford introduced an eyes-off driving system for its cars, outlining an in-house software system and an AI assistant designed to help guide drivers in their daily lives. 

GM has introduced similar systems, set to debut with AI features in 2028 as part of the Cadillac Escalade IQ, with prices estimated at $127,000 or more. However, GM also has other plans as its stock crossed $80 per share a few days ago and locked in a gain of more than 55% in 2025, putting the automaker on track to begin the new year as the top U.S.-traded auto stock, after experiencing its strongest year in 2025 since it returned from bankruptcy in 2009.

Meanwhile, Ford, led by CEO Jim Farley, has faced challenges in recent years. To address this, the company assembled a special “skunkworks” team, which developed smaller electric vehicles under lower price thresholds, culminating in the development of the Universal EV platform. 

The company is now targeting approximately $5 billion in U.S. manufacturing plant construction to produce the cars and batteries it needs for its new EV lineup. 

Farley called the skunkworks effort a “bet” that is beginning to pay off, adding to Ford’s faith because it demonstrates the company’s strength in producing powerful vehicles cost-effectively. 

In addition, the company plans to report approximately $19.5 billion in special items through 2027, stemming from its restructuring and refocused EV plan.

Ford brings self-driving tech and AI to the road

The eyes-off driving system, also known as Level 3 automation, utilizes sensors and proprietary software to enable the car to operate without the driver’s visual attention on the road in certain circumstances. 

SAE International, formerly known as the Society of Automotive Engineers, categorizes vehicle automation levels from 0 to 5. Level 5 represents a fully autonomous vehicle, with each level above 0 adding more technology and allowing drivers to take less active control.

Ford currently offers a Level 2 advanced driver assistance system, or ADAS, known as BlueCruise. While active, a vehicle can drive itself under certain circumstances without human intervention on divided highways; however, drivers still need to remain attentive to the road and system in case of any issues. 

The assistant can perform practical tasks, ranging from verifying that a trailer can be safely towed to estimating the cargo capacity of a vehicle. 

Ford is also rolling out an integrated digital platform that brings together not just all the automation systems but also all the app features of each car, including infotainment, driver-assistance, audio, and networking, all integrated into a single software system. Field said the upgrade will bring Ford vehicles into more consistent, reliable, and capable periods.

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