Ford has announced the creation of a new organization and $4 billion in investment through to 2023 to accelerate the firms efforts in developing autonomous vehicles.
The new business, which will be known as Ford Autonomous Vehicles LLC, will include Ford’s self-driving systems integration, autonomous vehicle research and advanced engineering, AV transportation-as-a-service network development, user experience, business strategy and business development teams. It will also be structured to allow for investment from third parties.
“Ford has made tremendous progress across the self-driving value chain – from technology development to business model innovation to user experience,” said Jim Hackett, CEO of Ford Motor Company. “Now is the right time to consolidate our autonomous driving platform into one team to best position the business for the opportunities ahead.”
Sherif Marakby will head up the new business for the moment, reporting into Marcy Klevorn, the President of Ford’s Mobility group, with a hope aligning the two areas will improve development. The new group will also hold Ford’s ownership stake in Argo AI, the company’s Pittsburgh-based partner for self-driving system development. It should also be worth noting the $4 billion figure includes the $1 billion already to committed to Argo AI last year. Despite the misleading PR play from Ford, it is still a notable pledge.
Spinning off business unit to allow more freedoms in the autonomous vehicles world is starting to look like a popular move after General Motors did the same with Cruise in May. Cruise, which was initially bought by General Motors in March 2016 for $581 million to bolster the software capabilities, also managed to attract attention from Masayoshi Son’s SoftBank Vision Fund, which committed to a $2.25 billion investment.
While rules, regulations, the ecosystem, infrastructure or the consumer, are not ready for the world of autonomous vehicles, progress is being made. General Motors filed a Safety Petition with the Department of Transportation for its fourth-generation self-driving Cruise AV, which it believes will be production ready by 2019. With General Motors making rapid progress, the cash injection and spin off from Ford becomes less surprising.
Ford expects its vehicles to be production ready by 2021, though with General Motors and Google’s Waymo both aiming to hit the roads before this point, Ford has some catching up to do. Realistically, although the technology might be ready, mass market penetration is likely to be decades away. Aside from the fact few are likely to swallow the substantial price tag as soon as the vehicles are available, there is still a huge amount of progress to be made in parallel spaces.
Rules and regulations will have to be-written to start, and the insurance industry will have to be restructured to account for less intervention from humans. The question also needs to answered on the allocate criminal and civil responsibility should an incident occur; should the owner of the vehicle be responsible, or should the automotive manufacturers be blamed as they own the AI? Cybersecurity is also a massive oversight. Finally, consumers need to be comfortable handing over control to a computer. We suspect the latter will take a huge amount of time and PR campaigns.