Ford, an emblem of American automotive ingenuity, has consistently demonstrated its ability to evolve with technological advancements. From revolutionizing mass production with the Model T to embracing electrification through the Mustang Mach-E, Ford has showcased a commitment to innovation. In recent years, the company ventured into autonomous driving by investing in Argo AI, aiming to develop Level 4 self-driving capabilities.
However, by late 2022, Ford recognized that large-scale commercialization of fully autonomous vehicles was further away than anticipated and decided to wind down Argo AI. This strategic pivot led Ford to refocus on enhancing Level 2 and Level 3 driver-assistance systems, such as BlueCruise. BlueCruise offers hands-free driving on prequalified sections of divided highways called Hands-Free Blue Zones, covering over 130,000 miles across North America.
CEO Jim Farley emphasized the importance of delivering practical and profitable technologies that provide immediate value to customers. Despite these advancements, fully self-driving Fords remain a distant prospect. The company is prioritizing achievable innovations over the complex challenges of full autonomy, focusing on technologies that enhance driver experience and safety in the near term.
This approach reflects a broader industry trend where automakers are tempering expectations and investments in fully autonomous vehicles, acknowledging the significant technological and regulatory hurdles that remain.
A Timeline Of Ford’s Autonomous Ambitions
Ford’s pursuit of autonomous driving has experienced notable milestones and strategic shifts over the past decade.
2017: Significant Investment in Argo AI
In February 2017, Ford announced a substantial $1 billion investment in Argo AI, an artificial intelligence startup focused on developing self-driving technology. This investment aimed to accelerate Ford’s autonomous vehicle initiatives, with plans to deploy fully autonomous vehicles by 2021.
2020: Expansion and Collaboration with Volkswagen
By June 2020, Argo AI had expanded its operations, securing a $2.6 billion investment from Volkswagen. This collaboration positioned Argo AI as a significant player in the autonomous vehicle sector, with a valuation of $7.25 billion.
October 2022: Closure of Argo AI
In October 2022, both Ford and Volkswagen decided to discontinue their investment in Argo AI, leading to the company’s shutdown. Ford reported a $2.7 billion pre-tax loss related to this decision, reflecting the challenges and uncertainties in achieving full autonomy. Axios
Strategic Shift Towards Driver Assistance Systems
Post-Argo AI, Ford redirected its focus towards enhancing driver-assistance technologies. The company introduced systems like BlueCruise, offering hands-free driving capabilities on designated highways. This shift underscores Ford’s commitment to delivering incremental safety improvements and practical autonomous features in the near term.
This timeline highlights Ford’s adaptive strategy in the evolving landscape of autonomous vehicle technology, balancing ambitious goals with the complex realities of automotive innovation.
Why Did Ford Step Back from Argo AI?
Ford’s decision to exit Argo AI was based on a combination of financial and strategic factors. CEO Jim Farley stated that the company needed to prioritize near-term value and that true Level 4 autonomy—where the car drives itself with no human input—was still “a long way off.”
Instead of chasing a distant goal, Ford refocused on enhancing current driver-assist technologies and investing in software-defined vehicles. This move aligned with industry sentiment that full autonomy is a decade-long endeavor, not an immediate milestone.
What Ford Is Focusing On Now?
Rather than aiming for Level 4 or Level 5 autonomy, Ford is doubling down on advanced driver-assistance systems (ADAS) like:
- BlueCruise: BlueCruise is Ford’s advanced hands-free driving technology designed to enhance highway driving experiences. Building upon existing driver-assistance features like Adaptive Cruise Control and Lane Centering, BlueCruise allows drivers to operate their vehicles hands-free on prequalified sections of divided highways called Hands-Free Blue Zones, which span over 130,000 miles across North America. Currently, this system is available on models such as the Mustang Mach-E and F-150 Lightning, providing drivers with increased comfort and confidence during long highway journeys.
- Co-Pilot360: Co-Pilot360 is Ford’s comprehensive suite of driver-assistance technologies aimed at enhancing vehicle safety and driving convenience. This package includes features such as Adaptive Cruise Control with Stop-and-Go and Lane Centering, which helps maintain a set speed and distance from the vehicle ahead while keeping the vehicle centered in its lane. Additionally, it offers Evasive Steering Assist to aid in avoiding potential collisions and Post-Collision Braking to reduce the severity of secondary impacts. These technologies work together to provide a safer and more relaxed driving experience.
- Software Integration: Ford has formed strategic partnerships with technology leaders like Google and Mobileye to enhance the intelligence and connectivity of its vehicles. Through collaboration with Google, Ford plans to equip millions of future vehicles with Android Automotive OS, integrating Google’s apps and services for a more personalized and seamless driving experience. Simultaneously, the partnership with Mobileye focuses on improving Ford’s Co-Pilot 360 system by incorporating Mobileye’s EyeQ system-on-chip devices and vision-processing software, enhancing the vehicle’s ability to detect and respond to potential hazards.
The company is also exploring commercial applications, such as autonomous delivery vans and last-mile logistics vehicles—sectors where predictable routes and lower speeds make autonomy more viable.
The Road Ahead – Will We See Self-Driving Fords Soon?
While we’re unlikely to see a fully autonomous Ford vehicle in the next year or two, incremental progress is happening. Ford has committed to making its BlueCruise system more intelligent with over-the-air updates and broader road network coverage.
Still, the road to full autonomy is lined with regulatory hurdles, insurance challenges, and public trust issues. Compared to Tesla’s Full Self-Driving beta or GM’s Cruise initiative, Ford is taking a more measured, safety-first approach.
Expert Insight:
“Full autonomy is a marathon, not a sprint,” says Chris Gerdes, former CTO of the U.S. Department of Transportation.
What This Means for Ford Buyers and Investors
For consumers, this means more convenience and safety features—not robotaxis—coming to vehicles in the 2025–2026 lineup. Buyers of new F-150s, Explorers, and Mach-Es can expect more seamless driving experiences thanks to ADAS improvements.
Investors, meanwhile, should note Ford’s focus on capital-efficient innovation. By avoiding the hype cycle and leaning into real-world tech like BlueCruise, Ford is positioning itself as a leader in practical autonomy.
Conclusion
Ford’s approach to autonomous driving has evolved to focus on enhancing current driver-assistance technologies rather than pursuing fully autonomous vehicles in the immediate future. This strategic shift became evident with the discontinuation of its investment in Argo AI, a self-driving startup, in late 2022.
Instead, Ford is channeling resources into developing and refining systems like BlueCruise and Co-Pilot360, which offer semi-autonomous features aimed at improving driver safety and convenience. While fully self-driving Ford may not be on the immediate horizon, these incremental advancements signify Ford’s commitment to integrating intelligent technologies that enhance the driving experience, ensuring that vehicles become progressively smarter and more user-friendly each year.
