Ford has announced plans to launch an affordable electric utility vehicle, expected to debut in 2028, featuring an innovative self-driving system. Described by the company as aiming to “democratise autonomy,” the vehicle is anticipated to be named the Ranchero. Doug Field, Ford’s Chief EV, Digital and Design Officer, made this revelation during the recent Consumer Electronics Show (CES) in Las Vegas.
The new electric ute will incorporate Ford’s Level 3 self-driving technology, which allows the vehicle to operate without the driver’s constant attention. Field emphasized that this technology is designed “for the many, not just a privileged few.” By developing the necessary software and hardware in-house, Ford has managed to reduce costs by approximately 30 percent compared to external solutions.
Affordable and Accessible Autonomy
The Ranchero is set to be built on Ford’s Universal EV Platform, a project developed by the company’s internal teams. Scheduled for release in 2027, the starting price is projected to be around US$30,000 (approximately A$45,000). For context, Ford’s most economical models in the United States include the Maverick hybrid, starting at US$28,145, and the Escape, beginning at US$30,350.
In a Level 3 system, the vehicle can undertake driving tasks without requiring constant oversight from the driver. This capability allows occupants to engage in activities such as watching movies, using computers, or playing games. Nonetheless, drivers must remain alert and ready to take control if the system encounters scenarios it cannot manage or as the journey nears its conclusion.
Currently, most self-driving systems available in consumer vehicles are categorized as Level 2 or “Level 2+.” In these instances, drivers retain legal responsibility in the event of any issues. However, with Level 3 technology, liability shifts to the manufacturer, potentially altering the landscape of automotive responsibility.
Ford’s Commitment to Autonomous Driving
Ford has invested significantly in autonomous driving technology over the past decade. In 2017, the company acquired Argo AI, a startup focused on achieving Level 4 self-driving capabilities. Despite substantial investments and collaboration with Volkswagen, Argo AI was shut down in 2022.
Currently, Ford’s most advanced self-driving system is BlueCruise, which enables hands-free driving on a network of approximately 209,000 km of controlled-access highways in the United States and Canada. The company reports that there are approximately 1.2 million vehicles on the road equipped with this technology.
As Ford continues to innovate in the electric and autonomous vehicle sectors, the upcoming Ranchero electric ute represents a significant step towards making advanced driving technology more accessible to the general public. This initiative aligns with the company’s broader vision of integrating sustainable practices and cutting-edge technology in their vehicle lineup.
