Ford Now Making Autonomous Cars?

Ford is launching its driver-assist ActiveGlide technology on its Lincoln Corsair.

By Kristi Eckert | Published

Self-driving cars and the technology that makes them possible are contentious issues. There are still many unknowns that surround their existence. Still, that’s not stopping many automakers from beginning to make different forms of self-driving functions available in their vehicles. Tesla is perhaps the most well-known automaker that does this. However, Ford has its own self-driving feature that is equipable on select models. That list of select models is now expanding as Ford brings its autonomous technology to the Lincoln Corsair. 

Ford calls its property self-driving technology ActiveGlide (the Lincoln-brand specific title) and touts it as a hands-free advanced driver assistance system (ADAS). Unlike, Tesla’s Full Self-driving, Ford markets its tech to be used only on highways. Specifically, it is meant to assist drivers with changing lanes and is equipped with predictive speed assist capabilities. The Lincoln Corsair marks the sixth car in Ford’s Lineup that can now be equipped with its ADAS tech. 

Ford is calling its decision to make its Lincoln Corsair equipable with ActiveGlide a “natural progression.” Speaking to CNBC, Dan DeRubeis, the brand manager for the Lincoln Corsair, said the car was a “volume sales leader” and that looking at the sales leader is an approach that the company intends to use as it moves forward in considering what other cars will be equipped with Ford’s self-driving tech in the future. 

Lincoln Corsair

Thus far Ford has seemingly generated a lot of interest in its drive-assist technology. To date, the company reported that it has approximately 75,000 customers actively using the software. That number will likely increase as Ford makes the option available on more of its models.

Offering ADAS on the Lincoln Corsair is an important step forward as the company moves to reach greater adoption and utilization of its self-driving software. First, and most obviously, because adding the Lincoln Corsair increases the number of cars the option is offered on. However, the Lincoln Corsair is also the cheapest of all the Ford vehicles that feature ADAS. The Corsair has a base MSRP of $40,000. Prior to adding the Corsair, the ADAS software could only be found on higher-end vehicles like the Lincoln Navigator and Mustang Mach-E. Making it available on a lower-priced Corsair will innately make the feature marketable to more drivers. If Ford continues to add ADAS as an option on other lower-priced vehicles then they will effectively be able to market it to more individuals. 

Overall, Ford’s future is looking pretty bright right now. In addition to the emerging success of its ADAS software, the company has also seen immense success following the launch of its F-150 Lightning, Ford’s all-electric pickup truck. It is clear that Ford is focused on investing in emerging automotive trends. In the coming months and years, Ford has asserted that it is working hard to ramp up production of its F-150 Lightning. This is especially true now that pandemic-induced supply chain deficits are beginning to ease. With more supplies available Ford hopes to begin satisfying more pre-orders for the F-150 Lightning in 2023.