Ford bets on in-house self-driving tech for 2028, and Apple is not in the picture

Ford has a plan for self-driving cars, and it does not involve waiting on anyone else to build it for them. The automaker announced on January 7, 2026, that it is developing its own Level 3 driver-assistance system, with a rollout target of 2028 on a new electric vehicle platform. Ford’s self-driving ambition, built in Detroit Level 3 autonomy is a meaningful step up from what most drivers experience today. Unlike Level 2, where you still need to keep your eyes on the road, Level 3 lets the car handle driving in specific conditions while the driver can genuinely look away, at least until the system asks them to take back control. Ford says developing this technology internally will cost 30% less than sourcing it from outside suppliers. That is not a trivial margin in an industry where development costs routinely run into the billions. The company already has a working foundation to build from. Its BlueCruise Level 2 system currently enables hands-free driving on more than 100,000 miles of pre-mapped roads and is sold via subscription, suggesting that Ford’s driver-assistance bet has already found a paying audience. Where Apple fits in, and where it does not Doug Field, who spent ye...