Ford $F ( ▼ 1.39% ) is gearing up to roll out its own AI assistant and next-gen hands-free BlueCruise system as the automaker aims to ramp up its tech offerings in a more cost-efficient way.
The details: On Wednesday at the 2026 CES show, Ford teased its new AI assistant and advanced BlueCruise technology that sets the stage for the automaker’s shift into “eyes-off” driving in 2028, reports TechCrunch.
Ford’s digital AI assistant is hosted by Google Cloud and will use current off-the-shelf large language models (LLMs) with deep access to Ford’s vehicle-specific information.
That level of access enables the user to, for example, snap a photo of bags of mulch and ask: “How many of these will fit in my truck bed?” in addition to asking for real-time information like oil life.
The automaker’s digital assistant will debut in the newly revamped Ford app in early 2026, with native in-vehicle integration to arrive in 2027.
Ford’s new BlueCruise system will debut in 2027 on the first EV to be built on the company’s “Universal Electric Vehicle” platform, which will be a midsize pickup.
Why it matters: For dealers, this is Ford signaling where its tech story is headed: practical AI and more affordable hands-free driving that can be sold to everyday customers, not just luxury buyers. Stores that learn how to demo these features, explain the value, and handle subscription or software questions will be better positioned to turn tech into both a sales closer and a long-term loyalty driver.
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Between the lines: A key component of Ford’s overall technology strategy is expanding its tech offerings while keeping costs low to stay competitive.
The automaker’s new BlueCruise system is 30% cheaper to build than the current technology, according to the company.
Ford’s midsize pickup built on the “Universal Electric Vehicle” platform will have a targeted starting price of about $30,000.
What they’re saying: “We chose a different path: build the capability in-house, fuse deep software and hardware expertise with Ford’s global scale, and make the math work for the customer. Because the only innovation that matters is the kind you can actually use — every day,” noted Ford in its press release.
Bottom line: As Ford leans into lower-cost autonomy and a $30K electric pickup, its dealers get new weapons in the battle over payments, features, and perceived value. The stores that can translate “AI assistant” and “next-gen BlueCruise” into clear, real-world benefits on the lot and in the service lane will have an edge as tech (and customer expectations) keep accelerating.
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