Ford builds new pickup on universal EV platform

Ford Motor Company plans to launch a flagship electric vehicle in 2028, featuring “eyes-off” Level 3 driving capabilities priced around $30,000.

Ford EV & Automation Roadmap

Launch Date: 2028.
Target Price: ~$30,000 (Mass-market focus).
First Model: Mid-sized pickup on "Universal EV Platform."
Level 3 Tech: Allows car to handle conditions autonomously without driver attention.

Doug Field, Ford's chief officer for EV and digital technology, emphasized placing innovation where the volume is. This contrasts with competitors like GM, whose Cadillac Escalade IQ features AI systems priced at $127,000. Ford's "skunkworks" team is targeting smaller, cost-effective EVs supported by a $5 billion manufacturing investment.

The new system represents a significant leap from the current Level 2 "BlueCruise" system, which requires human attention. The 2028 lineup will also feature an integrated digital platform merging infotainment, audio, and networking into a single software suite.