Ford's Automated Driving Unit Signals a New Era in Automotive Innovation

Ford Motors is a leading American multinational automaker that specializes in designing and manufacturing automobiles, commercial vehicles, and luxury cars. Founded in 1903, Ford has a long history of innovation and success, with iconic models such as the Mustang, F-150, and Focus. Today, the company continues to push the boundaries of automotive technology and sustainability, with a focus on electric and autonomous vehicles.

The company produced and sold a range of cars, including the popular EcoSport SUV, before announcing its decision to end production and exit the Indian market in September 2021.

Argo AI and New Latitude AI

Ford used Argo AI for a long period of time, Argo AI is an autonomous vehicle technology company founded in 2016. It was established with the backing of Ford Motors and other investors to develop and commercialize self-driving cars. Argo AI's technology is being used by Ford to develop its own autonomous vehicle fleet.

Months after closing its former self-driving technology business Argo AI, Ford Motor Inc. on Thursday unveiled a new automated driving system subsidiary called Latitude AI. Despite some pessimism about the technology, automakers like Mercedes-Benz have increased their efforts in adding additional software and autonomous technology to their vehicles.

The company's current BlueCruise technology, which already allows for hands-free highway driving on some models, will be enhanced by Latitude. The automaker, based in Dearborn, Michigan, claimed that for its new subsidiary, it employed around 550 people who had previously worked at Argo AI. Ford, which managed Argo jointly with Volkswagen AG, recorded a $2.7 billion non-cash pre-tax impairment on its investment in the division and made some staff reductions. In charge of Latitude will be Ford's executive director of ADAS.