Ford has unveiled its new AI-focused subsidiary, Latitude, focusing on “hands-free, eyes-off-the-road” autonomous driving solutions.
Ford CEO Jim Farley has previously stated that there is no better product to sell to consumers than time; more time with family, more time to relax, etc. And he has made it clear that he intends to do just that by selling vehicles with autonomous driving capabilities. Ford’s new subsidiary, Latitude, will work on that problem.
Ford claims that drivers spend “nearly 100 hours a year sitting in traffic,” an unpleasant, stressful, and time-consuming activity that benefits nobody. In response, Ford introduced its BlueCruise level 2 autonomous driving solution, which has already accumulated over 50 million miles since launch, but Ford’s ambitions are higher.
The Blue Oval’s newest venture, Latitude, is focused on level 3 autonomous driving, allowing a driver to let go of the wheel and completely take their eyes off the road.
“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 of Ford. “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…”
This isn’t Ford’s first entry into level 3 autonomy, but it will hopefully be its most successful. Ford’s previous venture, working with Volkswagen Group, much like GM’s Cruise subsidiary, was focused on creating a LiDAR/AI-based autonomous taxi service that could serve customers in America’s largest cities. However, that initial project failed, with the American automaker selling off its share late last year.
Ford is far from the only legacy automaker focusing on introducing autonomous driving to the mass market. Long-time competitor General Motors operates both the aforementioned Cruise taxi service and its own proprietary software, Super Cruise. However, Stellantis, lagging behind its big-three siblings, has yet to invest similarly.
Clear leaders in the field of autonomy have already appeared in the United States. Tesla has taken the market by storm with its Autopilot and more advanced Full-Self-Driving systems. Simultaneously, another upmarket competitor, Mercedes-Benz, has become the first company to operate level 3 autonomous vehicles in the States, backed by a promise of legal liability.
In short, Ford is far from leading the category in terms of autonomy, but with so many automakers yet to invest, Ford is part of a select few headed on a clear path forward. Hopefully, that mindset, and its new subsidiary, will allow the historic company to compete well in the coming years.
What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!
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Tesla Model Y L sold out for September 2025
This was hinted at in Tesla China’s configurator for the all-electric crossover.

It appears that the Tesla Model Y L has been sold out in China for September 2025. This was hinted at in Tesla China’s configurator for the all-electric crossover.
Model Y L deliveries
Since the Model Y L’s official launch earlier this month, Tesla has been pretty consistent in the idea that the extended wheelbase variant of its best-selling vehicle will see its first deliveries sometime in September. This was quite an impressive timeframe for Tesla, considering that the Model Y L has only been launched this August.
Nevertheless, both Tesla China’s Model Y configurator and comments from company executives have noted that the vehicle will see its first customer deliveries in September. “Tesla cars are fun to drive alone, whether you have children or how many children, this car can meet all your needs. We will deliver in September and wait for you to get in the car,” Tesla China VP Grace Tao wrote on Weibo.
October 2025 deliveries
A look at Tesla China’s order page as of writing shows that the earliest deliveries for the Model Y L, if ordered today, would be October 2025 instead. This suggests that the six-seat Model Y variant has effectively been sold out for September. This bodes well for the vehicle, and it suggests that it is a variant that may be able to raise Tesla’s sales numbers in China, as well as territories where the Model Y L could be exported.
Rumors of the Model Y L’s strong sales have been abounding. After the vehicle’s launch, industry watchers estimated that Tesla China has received over 35,000 orders for the Model Y L in just one day. Later estimates suggested that the Model Y L’s orders have breached the 50,000 mark.
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Starship Flight 10 rescheduled as SpaceX targets Monday launch
SpaceX said it is now targeting Monday evening for Starship’s 10th flight test.

SpaceX stood down from its planned Starship Flight 10 on Sunday evening, citing an issue with ground systems.
The launch attempt was scheduled during a one-hour window that opened at 7:30 p.m. ET, but it was called off just 17 minutes before the window opened. SpaceX said it is now targeting Monday evening for Starship’s 10th flight test.
Flight 10 rescheduled
A lot of excitement was palpable during the lead up to Starship Flight 10’s first launch window. After the failures of Starship Flight 9, many were interested to see if SpaceX would be able to nail its mission objectives this time around. Starship itself seemed ready to fly, with the upper stage being loaded with propellant as scheduled. Later on, SpaceX also noted that Starship’s Super Heavy booster was also being loaded with propellant.
However, 17 before the launch window opened, SpaceX noted that it was “standing down from today’s tenth flight of Starship to allow time to troubleshoot an issue with ground systems.” Elon Musk, in a post on X, further clarified that a “ground side liquid oxygen leak needs to be fixed.” Musk did state that SpaceX will attempt Flight 10 again on Monday, August 25, 2025.
Starship and SpaceX’s development goals
The fully integrated Starship system is the tallest and most powerful rocket ever built, standing over 400 feet when stacked. Composed of the reusable Super Heavy booster and the Starship upper stage, the vehicle is central to SpaceX’s long-term ambitions of lunar and Martian missions. NASA has already selected Starship as the crewed lunar lander for Artemis, with its first astronaut landing mission tentatively set for 2027, as noted in a Space.com report.
So far, Starship has flown nine times from Starbase in Texas, with three launches this year alone. Each flight has offered critical data, though all three 2025 missions encountered notable failures. Flight 7 and Flight 8 ended in explosions less than 10 minutes after launch, while Flight 9 broke apart during reentry. Despite setbacks, SpaceX has continued refining Starship’s hardware and operations with each attempt. Needless to say, a successful Flight 10 would be a significant win for the Starship program.
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Tesla makes big change to encourage Full Self-Driving purchases
Tesla Full Self-Driving was recently proven to be about ten times safer than a human driver in terms of accident frequency.

Tesla has made a big change to its Online Design Studio, hoping to encourage car buyers to purchase Full Self-Driving with their vehicles.
Now, when you look at ordering a car on Tesla’s website, the portion of the page that formerly showed a render of Full Self-Driving capabilities has been replaced by a compilation of the suite’s performance in a variety of challenging scenarios.
It’s a great way to show off FSD’s impressive ability to work through road conditions that can even stump human drivers.
🚨 Tesla is now showing a Full Self-Driving demo on its Design Studio to help encourage people to buy the suite for their new cars pic.twitter.com/RwhqbSStzs
— TESLARATI (@Teslarati) August 24, 2025
The move is much better than what the page previously illustrated. Now, people can see the true capabilities of the FSD suite and what it could do to change their perspective on how vehicles can be. Instead of a vessel of transportation, FSD turns cars into a semi-autonomous mode of travel.
Tesla Full Self-Driving is statistically very safe, logging about ten times the number of miles between accidents as human drivers, based on recent data the company released.
Tesla Q2 2025 vehicle safety report proves FSD makes driving almost 10X safer
It is available for purchase in two different ways: an outright purchase for $8,000 or in a monthly subscription for $99. This enables the software to essentially do a vast majority of the legwork of driving. Drivers must keep their eyes on the road and be prepared to take over if an intervention is needed.
However, FSD has been proven to be a very accurate and safe way to travel. Tesla recently released a video of a drive from the Bay Area to Los Angeles, a nearly seven-hour trip, under FSD without a single intervention ever needed:
Tesla flexes its most impressive and longest Full Self-Driving demo yet
From a personal perspective, Tesla Full Self-Driving is a great way to travel because it truly takes a lot of the stress out of driving. In the past, I’ve used it during weekend Demo Drives to navigate around my town to see if it could handle some of the tougher traffic in my area. It became such an amazing and convenient alternative that when I went back to my car, I truly missed the advantage of having it.
I took a Tesla Model Y weekend-long Demo Drive – Here’s what I learned
However, I am picking up my Tesla Model Y this coming weekend and will enjoy it for the free three months before subscribing to the monthly program.
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