Ford is pushing ahead with its goal of keeping drivers’ hands off the wheel for as long as possible with the release of BlueCruise 1.3. This comes just a few months after the 1.2 release, which introduced features like automatic lane changes.
BlueCruise 1.3 will allow the system to remain engaged through tighter corners and accurately position the vehicle in narrow lanes. Although these updates may not be groundbreaking, Ford’s focus is on rapid iteration and evolution.
Under the leadership of Sammy Omari, Ford’s executive director of advanced driver assist technologies and CEO of autonomous driving subsidiary Latitude AI, the company has significantly increased the frequency of software releases. Ford now releases internal software updates every week, compared to the previous quarterly releases.
Customer feedback plays a critical role in this iterative process. By analyzing data shared by customers who opt-in, Ford’s engineers can understand when and why BlueCruise interventions occur. This feedback loop has enabled Ford to expand the operating window of its advanced driver assistance system (ADAS) by three times with BlueCruise 1.3.
Notably, Ford sees itself not just as a car company but also as a services company, following a similar approach to companies like Netflix. Ford aims to continuously provide updates to its BlueCruise system, ensuring that customers receive ongoing improvements and new features.
While Ford is planning to expand BlueCruise to rural and urban streets, it currently does not support eyes-off driving. Achieving this level of autonomy, referred to as Level 3 driving, will require new hardware with sensing redundancy and control features like power steering redundancy. This functionality will be introduced in Ford’s next generation of electric vehicles (EVs), expected in 2025.
In terms of technology, Ford is considering its options for the perception piece of BlueCruise, which currently utilizes software licensed from Mobileye. Ford’s newly formed autonomous driving division, Latitude AI, has a team of experienced perception engineers that may influence the future use of Mobileye’s software.
The transition from the now-terminated Argo AI project to Latitude AI has resulted in over 550 employees, most of whom were previously working on the Argo project, joining the new division. Latitude AI’s focus is on creating Level 3 driver assistance technology for passenger vehicles, rather than fully autonomous robotaxis.
The goal is to develop a more affordable solution that can be integrated into consumer vehicles in the near future. The Argo AI sensor package, which is more expensive than the vehicles themselves, is not viable for widespread consumer use.
The BlueCruise 1.3 release will be available for compatible Ford Mustang Mach-E SUVs this summer, with F-150 Lightning owners receiving the update by the end of the year.
Sammy Omari personally tests each new version of BlueCruise by taking the latest release for a test drive in a vehicle equipped with the system every Friday. This dedication to hands-free driving technology highlights Ford’s commitment to innovation and customer satisfaction.
