Ford Establishes Latitude AI To Develop Hands-free, Eyes-off Driver Assist System For Next-gen Cars

Ford Motor establishes Latitude AI, a wholly-owned subsidiary to develope new automated driving technology.

Latitude AI initial will focus on a hands-free, eyes-off driver assist system for next-generation Ford vehicles.

Its 550-person team from former Argo AI brings expertise in machine learning, robotics, software, sensors and test operations

Ford continues to expand its automated driving tech, noting that drivers in U.S. spends 100 hours a year sitting in traffic.

United States automaker, Ford Motor, has announced the establishment of Latitude AI, a wholly owned subsidiary, that will focus on developing a hands-free, eyes-off-the-road automated driving system for millions of vehicles.

Ford said Al’s primary goal is to expand its development efforts in automated driving technology, including advancements in Ford BlueCruise, which already has accumulated more than 50 million miles of hands-free driving.

The Latitude AI team comprises of 550 employees of former Argo AI whose specialty includes machine learning, robotics, software, sensors, systems engineering and operations talent.

Ford said that Latitude will reimagine customer experience by automating driving during times that can be tedious, stressful and unpleasant, noting that an average driver in the U.S. spends nearly 100 hours a year sitting in traffic.

• See Also : Ford’s BlueCruise Comes First In Driver Assistance Ratings As Tesla’s Autopilot Falls To 7th Position

“We see automated driving technology as an opportunity to redefine the relationship between people and their vehicles,” said Doug Field, chief advanced product development and technology officer, Ford Motor Company.

“Customers using BlueCruise are already experiencing the benefits of hands-off driving. The deep experience and talent in our Latitude team will help us accelerate the development of all-new automated driving technology – with the goal of not only making travel safer, less stressful and more enjoyable, but ultimately over time giving our customers some of their day back.”

Ford also revealed that the Latitude AI’s 550-person team has applied much of their experience in automated driving, including software development tools and infrastructure, in the pivot to work on advanced driver assist systems (ADAS).

Sammy Omari, the executive director, ADAS Technologies at Ford, who will also serve as the CEO of Latitude, said :

“We believe automated driving technology will help improve safety while unlocking all-new customer experiences that reduce stress and in the future will help free up a driver’s time to focus on what they choose,”

“The expertise of the Latitude team will further complement and enhance Ford’s in-house global ADAS team in developing future driver assist technologies, ultimately delivering on the many benefits of automation.” Omari added.

• See Also : Mercedes Beats Tesla To Level 3 Self-Driving In America With Its Drive Pilot System