Automakers are split on “eyes-off” driving, with some pressing ahead as others retreat over cost, safety, and liability concerns.
The details: Ford and General Motors are pushing ahead to launch eyes-off systems, positioning them against Tesla, Rivian.
Ford plans to introduce its first eyes-off system on a roughly $30,000 electric pickup due in 2027. GM is targeting the 2028 all-electric Cadillac Escalade IQ to debut its “hands-off, eyes-off” system.
Meanwhile, Mercedes-Benz, which was first to bring an eyes-off system to the U.S., is discontinuing it as it prepares to roll out its new level 2 Drive Assist Pro setup.
And BMW plans to remove its level 3 “eyes off” system from the 7 Series and replace it with level 2 technology that requires the driver to remain attentive at all times.
Why it matters: Advanced driver-assistance tech can help sell vehicles, but it also creates added complexity in the showroom, at delivery, and in service and warranty conversations. Level 3 systems, in particular, sit in a gray zone that can confuse customers about when they are truly allowed to disengage from driving, and who is on the hook when something goes wrong.
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Between the lines: Cost, practicality, and safety are all pushing some automakers away from eyes-off.
BMW’s shift is reportedly driven by high hardware and software costs and limited real-world use cases, with the level 3 package priced around $7,000 versus about $1,700 for the level 2 alternative.
Mercedes reached a similar conclusion, having required specific hardware plus a $2,500 annual subscription for its level 3 feature, before deciding to scrap it.
Ongoing uncertainty over safety and liability for level 3 systems, including questions about whether the driver or vehicle is responsible after a crash, has added to industry hesitation.
What they’re saying: “Those carmakers who have attempted an L3 system, and the consumers who have tried it, are finding that the juice isn’t worth the squeeze," said John Krafcik, former CEO of Waymo and current Rivian board member (via Reuters).
Bottom line: Eyes-off systems generate headlines, but the cost, complexity, and liability exposure are pushing some brands back toward mainstream level 2 driver-assistance tech. For dealers, that likely translates into fewer expensive, hard-to-explain options on the window sticker and more emphasis on demonstrating practical, confidence-building features that customers can easily understand and actually use.
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