According to Ford, the Latitude AI team will be tasked with developing new “automated driving technology,” but it’ll kick its work off by first developing a driver assistance system that the automaker describes as “hands-free, eyes-off.” This ultimately represents a big expansion of Ford’s existing autonomous efforts, of which it already boasts its BlueCruise hands-free platform that was designed specifically for highway commutes.
The end goal for Latitude AI’s efforts — at least at this time — appears to be developing autonomous driving tech that specifically targets instances of driving that one may find either stressful or boring; the company provides examples like congested traffic and long stretches of empty road. It’s important to note that the automation Ford is hoping to improve upon isn’t a fully self-driving installation, but rather an assistive technology that will make driving easier for the average commuter.
It’s in this distinction that Ford and its Latitude AI subsidiary are setting modest and wholly achievable goals for the very near future. “We see automated driving technology as an opportunity to redefine the relationship between people and their vehicles,” Doug Field, chief advance product development and technology officer at Ford offered. With Latitude AI working to improve driver assistance plugins (and not take a gigantic bite out of the apple all at once), Ford vehicles look to be positioned for noticeable driver experience upgrades in short order.
