Ford Signals Move Toward Robotaxis with New "Eyes-Off-Road" Driving Technology
In an announcement that could reshape the future of autonomous vehicles, Ford Motor Company revealed plans to introduce advanced driver-assist technology that will allow drivers to take their eyes off the road. This development, aimed at boosting convenience and safety, could also pave the way for Ford’s entry into the emerging robotaxi market.
Level 3 Autonomy Set for 2028 Rollout
Ford stated on January 8, 2026, that it will launch Level 3 autonomous driving capabilities by 2028. This next-generation upgrade will build on the automaker’s existing Blue Cruise system—which currently permits drivers to remove their hands from the steering wheel but still requires them to keep their eyes on the road.
The new iteration of Blue Cruise will enable “eyes-off-road” driving, freeing drivers to divert their attention during specific driving conditions without immediate intervention. The technology is slated to debut initially on Ford’s forthcoming all-electric small pickup truck, priced at approximately $30,000. Doug Field, Ford’s Chief EV, Digital, and Design Officer, highlighted the significance of this advancement in an exclusive interview, emphasizing the company’s commitment to safety and innovation while hinting at broader applications beyond personal vehicles.
Implications for the Robotaxi Market
The introduction of Level 3 autonomy with eyes-off capability marks a major step for Ford’s strategic positioning in autonomous mobility services. By achieving hands-free and eyes-off driving, the company could accelerate its efforts to develop fully autonomous fleets, such as robotaxis, that operate without human drivers.
Industry experts view Ford’s roadmap as a clear indicator that the automotive giant is intensifying its focus on integrating electric vehicle technologies with autonomie driving systems that meet rigorous safety standards. This confluence could enable Ford to compete more directly with established players in the robotaxi space.
Looking Ahead
Ford’s announcement underscores the evolving landscape of vehicle automation where incremental improvements in driver assistance pave the path toward fully autonomous transportation. With a target launch in two years, the automaker is signaling rapid progress, potentially transforming daily commutes and urban mobility.
As the rollout approaches, consumers, regulators, and industry watchers alike will be closely observing how the eyes-off-road technology performs in real-world conditions and how it influences Ford’s broader ambitions in the future of mobility.
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