In an exciting announcement at CES 2026, Ford revealed plans that could transform the way millions of Americans experience driving. The automaker is bringing advanced eyes-off driving technology to its upcoming $30,000 electric pickup truck, making cutting-edge features accessible to mainstream consumers rather than reserving them for luxury vehicle buyers.

Ford's popular BlueCruise hands-free highway driving system has already reached an impressive milestone, with over one million vehicles on the road equipped with the technology. Now, the company is taking the next leap forward. By 2028, BlueCruise will evolve to allow truly eyes-off driving on approved highways, debuting on Ford's innovative Universal Electric Vehicle platform.

"Autonomy shouldn't be a premium feature," said Doug Field, Ford's chief EV, digital, and design officer. This philosophy represents a refreshing approach in an industry where advanced technology often comes with luxury price tags. While competitors like Mercedes-Benz offer similar Level 3 automation systems, they're typically found in high-end models. Ford's commitment to bringing this technology to an affordable truck shows the company's dedication to serving working families and everyday drivers.

The timing couldn't be better. Ford joins other major automakers like General Motors and Geely in advancing toward Level 3 autonomous driving, where drivers can safely take their eyes off the road in certain conditions while remaining ready to take control when needed. This represents a significant step forward in making roads safer and commutes less stressful for millions of drivers.

Beyond self-driving capabilities, Ford is embracing artificial intelligence in practical, customer-focused ways. The new Ford AI assistant will work seamlessly between your phone and vehicle, offering genuinely useful features. Imagine photographing lumber at your local hardware store and instantly knowing if it'll fit in your truck bed—no guesswork required. This integration of Ford-specific data makes the AI assistant more reliable than generic internet-based tools.

The technological heart of this transformation is Ford's new High Performance Computer Center, an in-house developed system that consolidates infotainment, automated driving, audio, and networking into one efficient package. This streamlined approach means better performance, lower costs, and more powerful features—all making their way to that affordable $30,000 truck.

Ford's strategy reflects a broader commitment to vertical integration and innovation, positioning the company to compete effectively in a rapidly evolving automotive landscape. By developing technology in-house rather than relying entirely on suppliers, Ford gains greater control over quality, costs, and development speed.

What's particularly encouraging is Ford's vision of making advanced technology available to "the many, not just a privileged few." In an era when automotive technology often creates a divide between luxury and mainstream vehicles, Ford is working to ensure that truck drivers, families, and working professionals can all benefit from the latest innovations in safety and convenience.

As we look toward 2028, Ford's announcements signal a future where sophisticated self-driving technology, intelligent AI assistance, and powerful computing capabilities are standard features rather than expensive add-ons. That's genuinely good news for drivers everywhere.