MICHIGAN

In a recent interview with Bloomberg TV, Ford CEO Jim Farley provided an exciting update on the company's progress in autonomous driving technology. Farley revealed that Ford has successfully achieved Level 3 autonomous driving in prototype vehicles, marking a significant milestone in the automaker's pursuit of advanced driver assistance systems (ADAS).

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Level 3 autonomy represents a substantial leap forward from the current Level 2 systems widely available in the market. While Level 2 allows for hands-free driving but requires the driver to maintain visual attention on the road, Level 3 enables both hands-free and eyes-off operation under specific conditions. This advancement could potentially transform vehicles into mobile offices, allowing drivers to engage in activities such as conference calls during their commute.

Farley emphasised that while the technology is functional in prototype form, the challenge lies in making it cost-effective for mass production. He projected that Level 3 autonomous driving capabilities could be available in Ford's passenger electric vehicles (EVs) within the next two years, setting a tentative target for 2026.

The announcement comes at a time when the automotive industry is intensely focused on developing increasingly sophisticated autonomous driving systems. Currently, Mercedes-Benz is the only automaker to have deployed Level 3 autonomy in production vehicles, with its Drive Pilot system authorised for use on specific highways in the United States at speeds below 40 mph.

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Ford's progress in this field is particularly noteworthy, given that its BlueCruise system recently claimed the top spot in Consumer Reports' ranking of driver assistance systems for 2023, outperforming competitors like GM's Super Cruise and Tesla's Autopilot.

While Farley did not disclose specific details about the technologies Ford is employing to achieve Level 3 autonomy, the development is especially intriguing in light of the company's decision to absorb its autonomous driving division, Argo AI, in 2022. At that time, Ford stated that full self-driving technology was too distant a goal, making this rapid progress towards Level 3 all the more remarkable.

The pursuit of Level 3 autonomy represents a more pragmatic approach compared to the ambitious promises of full self-driving capabilities made by some competitors. It offers a tangible and achievable goal that could significantly enhance the driving experience and safety of Ford vehicles in the near future.

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As the automotive industry continues to evolve, with electric vehicles and autonomous driving technologies at the forefront of innovation, Ford's announcement positions the company as a serious contender in the race for advanced driver assistance systems. The success of this initiative could have far-reaching implications for Ford's competitiveness in the rapidly changing automotive landscape.

While challenges remain in terms of regulatory approval, consumer acceptance, and technological refinement, Ford's progress in Level 3 autonomous driving marks an important step towards a future where vehicles can handle more complex driving tasks, potentially reducing driver fatigue and improving road safety.