Ford Motor Company has established a new subsidiary, Latitude AI, which aims to revolutionize the driving experience for millions of customers with its advanced automated driving technology.

Latitude AI aims to offer a new driving experience

The new company has already assembled a team of 550 experts in machine learning, robotics, software, sensors, systems engineering, and test operations, all of whom bring vast experience and knowledge in developing cutting-edge technology. The subsidiary’s initial focus is on creating a hands-free, eyes-off-the-road automated driving system for Ford’s next-generation vehicles.

Automated driving technology has the potential to redefine the relationship between people and their vehicles, offering safer, less stressful, and more enjoyable driving experiences.

Ford's Latitude AI SubsidiaryWith the average driver in the U.S. spending nearly 100 hours a year sitting in traffic, according to transportation analytics firm INRIX, automated driving technology could provide a solution to the boredom and frustration of bumper-to-bumper traffic and long stretches of highway driving.

Ford’s BlueCruise is already a leading hands-free driving system, having accumulated over 50 million miles of hands-free driving. However, Latitude AI’s expertise will help Ford accelerate the development of all-new automated driving technology, with the ultimate goal of giving customers back some of their days.

Latitude AI aims to automate driving during tedious, stressful, and unpleasant times, such as rush hour traffic or long commutes.

“We believe driverless 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,” said Sammy Omari, executive director, ADAS Technologies at Ford, and CEO of Latitude AI.

Ford’s Strategic Shift Towards Automated Driving Technologies

Establishing Latitude AI supports Ford’s strategic shift towards automated driving tech for personally owned vehicles. The company hired around 550 employees formerly of Argo AI across machine learning and robotics, cloud platforms, mapping, sensors and compute systems, test operations, systems, and safety engineering.

Latitude AI has applied much of its experience in automated driving, including software development tools and infrastructure, to work on advanced driver assist systems (ADAS).

Ford's Latitude AI SubsidiaryThe expertise of the Latitude AI 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.

“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,” said Doug Field, chief advanced product development and technology officer, Ford Motor Company.

The Subsidiary’s Locations and Operations

Latitude AI is headquartered in Pittsburgh with additional engineering hubs in Dearborn, Michigan, and Palo Alto, California. The company also operates a highway-speed test track facility in Greenville, South Carolina.

By establishing Latitude AI, Ford is expanding its portfolio of autonomous driving technology to transform the driving experience for millions of customers. The subsidiary’s team is focused on developing technology that is aimed at improving safety, reducing stress, and providing more enjoyable driving experiences.

Ford's Latitude AI Subsidiary

Sammy Omari

With the world’s leading experts in machine learning, robotics, software, sensors, systems engineering, and test operations, Latitude AI is set to make significant strides in automated driving developments.

Revolutionizing the Roads: Automated Driving Technology

Autonomous driving technology has been on the horizon for several years now, but recent advancements have brought us closer than ever to a future where cars will drive themselves. From Tesla’s Autopilot to Google’s Waymo, the race to perfect driverless driving technology is heating up, and the implications for the automotive industry and society as a whole are significant.

Proponents argue that self-driving cars will reduce traffic accidents, decrease congestion, and ultimately save lives. However, skeptics worry about the potential loss of jobs and the ethical dilemmas that arise when machines are given the power to make life-or-death decisions.

As we continue to inch closer to a world where cars drive themselves, the debate over the benefits and risks of autonomous driving technology rages on.

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