Ford Plans to Launch $30,000 Eyes-Off Driving Technology in 2028
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jan 08 2026
0mins
Should l Buy F?
Source: CNBC
- Intensifying Tech Competition: Ford plans to introduce a $30,000 electric vehicle with eyes-off driving technology in 2028, aiming to compete with Tesla, GM, and Rivian in the autonomous driving market, highlighting Ford's strategic pivot in the EV sector.
- Platform Innovation: The new system will be built on Ford's upcoming Universal EV platform, with a midsize pickup expected to debut in 2027 as the first vehicle featuring this technology, marking a diversification in Ford's EV offerings.
- Investment and Restructuring: Ford plans to invest approximately $5 billion in U.S. plants to support the production of new vehicles and batteries, while also anticipating about $19.5 billion in restructuring charges by 2027, reflecting significant adjustments in its EV strategy.
- AI Assistant Launch: Ford's new AI assistant is expected to launch via mobile apps in 2026, followed by an in-vehicle experience in 2027, aimed at enhancing customer experience and differentiating itself from competitors' AI offerings.
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Analyst Views on F
Wall Street analysts forecast F stock price to rise
14 Analyst Rating
3 Buy
10 Hold
1 Sell
Hold
Current: 11.680
Low
11.00
Averages
13.65
High
16.00
Current: 11.680
Low
11.00
Averages
13.65
High
16.00
About F
Ford Motor Company is an automobile company. The Company develops and delivers Ford trucks, sport utility vehicles, commercial vans and cars, and Lincoln luxury vehicles, along with connected services. The Company’s segments include Ford Blue, Ford Model e, Ford Pro, and Ford Credit. The Ford Blue segment primarily includes the sale of Ford and Lincoln internal combustion engine (ICE) and hybrid vehicles, service parts, accessories, and digital services for retail customers. The Ford Model e segment primarily includes the sale of its electric vehicles, service parts, accessories, and digital services for retail customers. The Ford Pro segment primarily includes the sale of Ford and Lincoln vehicles, service parts, accessories, and services for commercial, government, and rental customers. The Ford Credit segment consists of the Ford Credit business on a consolidated basis, which is primarily vehicle-related financing and leasing activities. Its vehicle brands are Ford and Lincoln.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Sales Performance Decline: Ford's total sales for Q1 fell by 8.8%, although the company managed to increase its retail market share amidst a shifting industry landscape, indicating efforts to maintain its market position in challenging conditions.
- Strong Demand: Despite the overall sales decline, demand for F-Series trucks and large SUVs like the Bronco, Explorer, and Expedition has continued to grow, suggesting a strong consumer preference for these models.
- Strategic Focus: Ford President Andrew Frick stated that the company is focusing on its strengths in high-demand segments while continuing to meet customer needs for both affordable and premium vehicle options, enhancing its competitive edge in the market.
- Stock Price Fluctuation: Currently trading at $11.48, Ford's stock has decreased by 1.67% from the previous trading day, reflecting market concerns over the company's sales performance, which may impact investor confidence.
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- Electric Vehicle Sales Drop: Sales of Ford's electrified vehicles plummeted 34.8% to 48,019 units, reflecting reduced consumer purchasing willingness amid high gas prices and economic uncertainty, which could impact future market share.
- Luxury Brand Performance: Lincoln's Q1 sales dipped 0.5% to 23,610 vehicles, demonstrating brand stability and consumer loyalty despite the challenging overall market environment.
- Retail Market Share Growth: Despite the overall sales decline, Ford estimates its retail market share grew by 0.2 percentage points to 11.6%, indicating the company's ability to maintain a certain market position in a competitive landscape.
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- Production Challenges: The production volume for Q1 was 408,386 vehicles, falling short of analysts' expectations of 370,000, highlighting a gap between production capacity and market demand that could impact future financial performance.
- New Product Strategy: Tesla has ceased production of its flagship Model S and X vehicles, reallocating production lines to develop the Optimus robot, although this shift has yet to yield significant sales, reflecting uncertainty in the company's new business direction.
- Energy Business Performance: The deployment of battery energy storage systems in Q1 was 8.8 GWh, down from 10.4 GWh a year earlier, indicating increased competition in the energy market that may affect Tesla's long-term growth potential in renewable energy.
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- Stock Performance Decline: Ford's stock fell over 2% in the past week despite CEO Farley's announcement of the new EV initiative, indicating persistent bearish sentiment in the market regarding the automaker's electric vehicle future amidst broader industry challenges.
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- Analyst Rating Downgrade: Wells Fargo lowered Ford's price target from $11 to $10, maintaining an 'Underweight' rating, citing multiple market drivers moving in unfavorable directions, which adds to Ford's market pressures.
See More
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- New EV Platform: Ford is targeting a ~$30,000 electric pickup by 2027 to compete with Tesla's Model Y and Model 3, although current EV sales remain weak and analysts are cautious about the company's prospects.
- Market Reaction: Despite CEO Jim Farley's podcast announcement about the new EV project, Ford's stock fell over 2% in the past week, indicating skepticism from the market regarding its electric vehicle strategy.
- Weak Sales Data: In February, Ford's total U.S. vehicle sales dropped 5.5% year-over-year, with EV sales plummeting 37.7%, reflecting ongoing weak consumer demand for electric vehicles and multiple market challenges facing the company.
- Analyst Downgrade: Wells Fargo lowered its price target on Ford from $11 to $10, maintaining an 'Underweight' rating, citing that nearly all full-year drivers are trending negatively, which raises investor concerns.
See More
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- Sales Performance Decline: Ford's total sales for Q1 fell by 8.8%, although the company managed to increase its retail market share amidst a shifting industry landscape, indicating efforts to maintain its market position in challenging conditions.
- Strong Demand: Despite the overall sales decline, demand for F-Series trucks and large SUVs like the Bronco, Explorer, and Expedition has continued to grow, suggesting a strong consumer preference for these models.
- Strategic Focus: Ford President Andrew Frick stated that the company is focusing on its strengths in high-demand segments while continuing to meet customer needs for both affordable and premium vehicle options, enhancing its competitive edge in the market.
- Stock Price Fluctuation: Currently trading at $11.48, Ford's stock has decreased by 1.67% from the previous trading day, reflecting market concerns over the company's sales performance, which may impact investor confidence.
See More
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- Sales Decline Reasons: Ford's U.S. sales fell nearly 9% in Q1, totaling 457,315 vehicles, primarily due to a shift towards larger SUVs and tough year-over-year comparisons, indicating weakened market demand.
- Electric Vehicle Sales Drop: Sales of Ford's electrified vehicles plummeted 34.8% to 48,019 units, reflecting reduced consumer purchasing willingness amid high gas prices and economic uncertainty, which could impact future market share.
- Luxury Brand Performance: Lincoln's Q1 sales dipped 0.5% to 23,610 vehicles, demonstrating brand stability and consumer loyalty despite the challenging overall market environment.
- Retail Market Share Growth: Despite the overall sales decline, Ford estimates its retail market share grew by 0.2 percentage points to 11.6%, indicating the company's ability to maintain a certain market position in a competitive landscape.
See More
Tesla Reports 14% Drop in Q1 Deliveries Amidst Increased Competition
- Declining Deliveries: Tesla reported Q1 vehicle deliveries of 358,023, a 14% decrease from the previous quarter, although this reflects a 6% year-over-year increase, indicating the need for improved sales strategies amidst fierce competition to maintain market share.
- Production Challenges: The production volume for Q1 was 408,386 vehicles, falling short of analysts' expectations of 370,000, highlighting a gap between production capacity and market demand that could impact future financial performance.
- New Product Strategy: Tesla has ceased production of its flagship Model S and X vehicles, reallocating production lines to develop the Optimus robot, although this shift has yet to yield significant sales, reflecting uncertainty in the company's new business direction.
- Energy Business Performance: The deployment of battery energy storage systems in Q1 was 8.8 GWh, down from 10.4 GWh a year earlier, indicating increased competition in the energy market that may affect Tesla's long-term growth potential in renewable energy.
See More
Ford Unveils Low-Cost EV Plans to Compete with Tesla
- EV Platform Initiative: Ford is targeting a ~$30,000 electric pickup by 2027 to compete with Tesla's Model Y and Model 3, although current EV sales remain weak and analysts are cautious about the company's prospects.
- Stock Performance Decline: Ford's stock fell over 2% in the past week despite CEO Farley's announcement of the new EV initiative, indicating persistent bearish sentiment in the market regarding the automaker's electric vehicle future amidst broader industry challenges.
- Sales Data Warning: In February, Ford's total U.S. vehicle sales dropped 5.5% year-over-year, with EV sales plummeting 37.7%, highlighting weak consumer demand for electric vehicles and the company's underperformance in the EV market.
- Analyst Rating Downgrade: Wells Fargo lowered Ford's price target from $11 to $10, maintaining an 'Underweight' rating, citing multiple market drivers moving in unfavorable directions, which adds to Ford's market pressures.
See More
Ford Unveils Low-Cost EV Plans to Compete with Tesla
- New EV Platform: Ford is targeting a ~$30,000 electric pickup by 2027 to compete with Tesla's Model Y and Model 3, although current EV sales remain weak and analysts are cautious about the company's prospects.
- Market Reaction: Despite CEO Jim Farley's podcast announcement about the new EV project, Ford's stock fell over 2% in the past week, indicating skepticism from the market regarding its electric vehicle strategy.
- Weak Sales Data: In February, Ford's total U.S. vehicle sales dropped 5.5% year-over-year, with EV sales plummeting 37.7%, reflecting ongoing weak consumer demand for electric vehicles and multiple market challenges facing the company.
- Analyst Downgrade: Wells Fargo lowered its price target on Ford from $11 to $10, maintaining an 'Underweight' rating, citing that nearly all full-year drivers are trending negatively, which raises investor concerns.
See More
Rivian Automotive's Strategic Shift and Market Challenges
- Strategic Transformation: Rivian achieved its first full-year gross profit in 2025 by focusing on cost-cutting and factory retooling in preparation for the upcoming R2 model, despite declines in production and deliveries leading to muted market reactions.
- Amazon Order Impact: Amazon's order for 100,000 electric delivery vans established Rivian's market presence, with a four-year exclusivity agreement amended in 2023 to allow sales to other customers, although component shortages hindered order fulfillment.
- Market Competition Pressure: Rivian's electric delivery vans are priced around $80,000, while Ford's E-Transit is offered in the mid-$50,000s, coupled with Ford's established service infrastructure, which Rivian is still developing, reducing its market appeal.
- Product Performance Enhancement: Rivian plans to increase the electric delivery van's range by 30% through a larger battery pack and introduce all-wheel drive, aiming to improve product performance to attract more buyers and reshape its market image.
See More
