Ford's Ambitious Push for In-House Self-Driving Technology

Ford has outlined its goal to introduce autonomous driving technologies on public roads by the year 2028. This vision includes innovative 'eyes-off' driving capabilities.

The company's strategy involves developing this technology internally, which is anticipated to be approximately 30% less expensive compared to outsourcing it. This approach aligns with the trends seen among leading electric vehicle manufacturers in the United States, who are opting for in-house development of self-driving systems.

Cost-Efficient In-House Development

Ford's announcement emphasized that owning the proprietary technology behind their driver assistance systems allows them to provide advanced features more economically. The automaker estimates a 30% savings compared to procuring these capabilities from external vendors.

During a presentation at the CES event in Las Vegas, Ford highlighted the advantage of creating scalable advanced driver assistance systems (ADAS) internally. According to Ford's spokesperson, Chris Morse, this cost analysis is based on current supplier systems used in existing vehicles, although specifics about these suppliers were not disclosed.

Advantages of Self-Contained Development

Key figures in Ford's autonomous vehicle initiative shared insights into the benefits of developing ADAS internally. Sammy Omari, who leads Ford's ADAS and infotainment units, explained that the company can exercise more control over sensor deployment and integration, optimizing performance without inflating costs.

Paul Costa, an Apple alumnus and current head of Ford’s electrical engineering, discussed consolidating numerous computer modules into a single system. This unification includes merging ADAS, infotainment, audio, and networking functionalities, enhancing performance while reducing complexity and size.

Costa further highlighted the benefits of internal integration over relying on external suppliers, underscoring the potential for achieving a more efficient trifecta: smaller, more affordable, and high-performing systems.

Navigating the ADAS Market

With numerous stakeholders in the ADAS licensing market, such as Nvidia, Waymo, and Wayve, Ford's decision to previously collaborate with Mobileye in developing its BlueCruise ADAS software is noteworthy. However, comments from Mobileye about current collaborations were not provided.

Avoiding Chip Manufacturing Rivalries

Unlike some rivals like Rivian, which is venturing into creating its own silicon chips for autonomous technology, Ford has no intention of entering the so-called 'TOPS war' among chip manufacturers. Costa expressed contentment with existing supplier relationships, favoring the widespread availability of components over custom silicon solutions.