Ford Motor Establishes Latitude AI for Autonomous Driving

Vapor ware until a production application?

Ford Motor Company said today that it has established Latitude AI, a wholly owned subsidiary, develop “a hands-free, eyes-off-the-road automated driving system.” The move follows in the wake of a $2 billion loss posted for 2022, partially the result of a Q3 2022 decision that saw Ford shift its capital spending from the L4 advanced driver assistance systems being developed by Argo AI to internally developed L2+/L3 technology. That move was forced on Ford when Argo AI failed to attract new investors needed for ongoing development. Ford recorded a $2.7 billion non-cash, pretax impairment on its investment in Argo AI, resulting in an $827 million net loss for Q3. (Click here for SAE Autonomous Driving Levels)

With the formation of Latitude, Ford adds a 550-member team of machine learning, robotics, software, sensors, systems engineering and operations employees as the automaker expands its development efforts in automated driving technology, including improvements in Ford BlueCruise, which has accumulated more than 50 million miles of hands-free driving.

The new employees were formerly at Argo AI in machine learning and robotics, cloud platforms, mapping, sensors and computing systems, software development, test operations, systems and safety engineering.

Sammy Omari, executive director, ADAS Technologies at Ford, also will serve as the CEO of Latitude. Peter Carr is appointed chief technology officer, overseeing Latitude’s product and technical development, and David Gollob is named president, with responsibility for business operations.

“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.”

Latitude is headquartered in Pittsburgh with additional engineering hubs in Dearborn, Mich. and Palo Alto, Calif. The company also will operate a highway-speed test track facility in Greenville, S.C.

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