Ford steps up AVs

Ford has announced the creation of a new subsidiary called Latitude AI, which will lead its efforts to develop a hands-free, eye-off, unsupervised driving system. This move follows the shut down of autonomous vehicle operator Argo AI, which led to Ford rehiring about 550 employees.

Latitude AI will be based in Pittsburgh, where Argo AI was previously headquartered, and additional engineering hubs will be set up in Dearborn, Michigan, and Palo Alto, California. The company will also operate a highway-speed test track facility in Greenville, South Carolina. The company will focus on products such as Ford’s BlueCruise advanced driver-assist system.

BlueCruise is a Level 2 system, meaning the vehicle controls major functions like acceleration and braking, as well as lane centering and automatic lane changing. But while drivers can take their hands off the steering wheel and feet off the pedals, they need to keep their eyes on the road and be ready to take control at a moment’s notice.

In Ford’s view, it would rather collect monthly subscription fees from its millions of customers than wait years or potentially decades for an urban robotaxi service to begin generating profits. Still, the shuttering of Argo AI sent shockwaves through the industry, as Ford was one of the first big automakers to give voice to the growing pessimism around AVs.