Automaker Ford has established Latitude AI, a subsidiary focused on developing a hands-free, eyes-off-the-road automated driving system for vehicles. The company aims to explore the use of automated driving features for unpleasant driving scenarios and improve customer experiences.
Benefits of Latitude AI for Ford
By forming Latitude AI, Ford will have access to a team of experts with knowledge in machine learning, robotics, software, sensors, systems engineering, and operations. This additional team will support Ford’s continued development of automated driving technology, including advancements in Ford’s BlueCruise system.
The BlueCruise system has already exceeded 80 million km of hands-free driving, offering customers the benefits of hands-off driving. The deep experience and talent in the Latitude team will help Ford accelerate the development of new automated driving technology with the goal of making travel safer, less stressful, and more enjoyable.
Team Members of Latitude AI
Ford has hired approximately 550 former Argo AI employees, who are experts in machine learning and robotics, cloud platforms, mapping, sensors and compute systems, test operations, systems, and safety engineering.
The CEO of Latitude AI is Sammy Omari, who is also the executive director of ADAS technologies at Ford. Peter Carr has been appointed the chief technology officer and will be responsible for Latitude’s product and technology development. David Gollob is the president and will conduct the company’s business operations.
Automated Driving Technology to Improve Customer Experiences
According to Doug Field, chief advanced product development and technology officer at Ford, the company sees automated driving technology as an opportunity to redefine the relationship between people and their vehicles. Customers using BlueCruise are already experiencing the benefits of hands-off driving, but Ford hopes to offer additional benefits to customers.
Latitude AI will investigate the use of automated driving features during unpleasant driving scenarios such as bumper-to-bumper, stop/start traffic, or long highway journeys. The company aims to improve safety while unlocking new customer experiences that reduce stress and, in the future, will help free up drivers’ time to focus on what they choose.
Future Developments in Automated Driving Technology
The expertise of the Latitude team will complement and enhance Ford’s in-house global ADAS team in developing future driver-assist technologies. This will ultimately deliver the many benefits of automation, such as improving safety, reducing stress, and freeing up a driver’s time.
Sammy Omari, CEO of Latitude AI, believes that automated driving technology will help improve safety while unlocking all-new customer experiences. Omari believes that this technology will help customers focus on what they choose to do, ultimately giving them some of their days back.
Conclusion
Ford has established Latitude AI to explore the use of automated driving features and improve customer experiences. The company aims to make travel safer, less stressful, and more enjoyable while freeing up drivers’ time to focus on what they choose. With a team of experts in machine learning, robotics, software, sensors, systems engineering, and operations, Ford hopes to accelerate the development of new automated driving technology.
