Ford is revving up its self-driving ambitions and making key tech in-house

Ford has announced ambitious plans to enhance its autonomous driving capabilities, targeting readiness for public roads by 2028. During a recent event in Las Vegas, the automaker revealed that developing self-driving technology internally will be more cost-effective than relying on external suppliers. The company stated that possessing control over the technology behind its advanced driver assistance systems (ADAS) allows it to provide significantly enhanced features at a 30% lower cost compared to purchasing from outside vendors. This strategic move is expected to make advanced driver assistance systems more scalable. Chris Morse, a Ford spokesperson, clarified that this cost comparison is based on the existing supplier systems currently in use. Although a specific supplier was not disclosed, key figures in Ford's ADAS development shared insights on the benefits of an in-house strategy. Sammy Omari, who leads ADAS and infotainment at Ford, emphasized the advantage of having greater oversight regarding sensor usage and integration within their vehicles. Omari posed a critical question about optimizing sensor information to achieve peak performance at a minimal cost. Paul Costa, who oversees Ford's electrical engineering team and previously worked at Apple, discussed how the company is consolidating various computing modules into a single unit. This innovative approach not only simplifies the vehicle's architecture but also enhances performance without compromising functionality. While acknowledging the presence of several companies like Nvidia and Waymo in the ADAS licensing arena, Ford has opted for a route similar to Tesla and Rivian, who also favor in-house technology development. Notably, Rivian recently unveiled its custom silicon chip designed for its autonomous driving capabilities. Despite the trend towards custom chip development, Costa indicated that Ford is not pursuing this direction. Instead, he expressed satisfaction with their existing supplier relationships, focusing on maximizing efficiency and performance without engaging in a competitive silicon arms race. By bringing these capabilities in-house, Ford aims to create a trifecta of benefits: smaller, more affordable, and higher-performing vehicle technology.