Ford has announced its plans to introduce a new electric utility vehicle, tentatively named the Ranchero, featuring advanced self-driving capabilities by 2028. This vehicle aims to make autonomous driving more accessible, as the automaker emphasizes its commitment to “democratizing autonomy.” The announcement was made by Doug Field, Ford’s Chief EV, Digital and Design Officer, during the Consumer Electronics Show (CES) in Las Vegas.
The upcoming vehicle will showcase Ford’s Level 3 self-driving technology, allowing the car to operate without constant human oversight. This innovation means that those inside the vehicle can engage in activities such as watching movies or playing games, although they must remain alert and ready to take control if necessary. According to Field, the automaker has developed the software and hardware for this system in-house, reducing costs by approximately 30 percent compared to external solutions.
Details of the New Electric Ute
The new electric ute, based on Ford’s skunkworks-developed Universal EV Platform, is set to debut in 2027 with a starting price of US$30,000 (approximately A$45,000). This price point positions it as one of the more affordable options in Ford’s lineup, with the existing cheapest models in the US being the Maverick hybrid, starting at US$28,145, and the Escape, which begins at US$30,350.
Field stated that the new ute would be the first Ford vehicle to feature this self-driving system, which aims to reach a broader consumer base. The shift towards Level 3 technology signifies a notable change in the automotive landscape, as most self-driving systems available today fall under Level 2 or Level 2+, where the driver retains legal responsibility. With Level 3 autonomy, the legal onus shifts to the manufacturer, enhancing consumer confidence in self-driving technology.
Ford’s Commitment to Autonomous Driving
Ford has invested heavily in autonomous driving technology for over a decade. In 2017, the company acquired the startup Argo AI, which aimed to develop Level 4 self-driving cars. Despite significant investments and partnerships, including with Volkswagen, Argo AI was shut down in 2022. Ford’s current self-driving technology, known as BlueCruise, enables hands-free driving on approximately 209,000 km of controlled access highways in the United States and Canada, with 1.2 million cars already equipped with this feature.
This new direction towards an affordable electric ute reflects Ford’s ongoing commitment to innovation and sustainability in the automotive sector. As the company prepares to launch the Ranchero, it aims to provide consumers with advanced technology that enhances driving experiences while remaining economically accessible.
