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!
Investor's Corner
Tesla analysts are expecting big things from the stock
Tesla analysts are expecting big things from the stock (NASDAQ: TSLA) after many firms made price target adjustments following the Q3 Earnings Call.
Last Wednesday, Tesla reported earnings with record revenue but missed EPS estimates.
It blew delivery expectations out of the water with its strongest quarter in company history, but Tesla’s future relies on the development of autonomous vehicles, robotics, and AI, which many bullish firms highlight as major strengths.
The earnings call reiterated those points, along with the belief that Tesla CEO Elon Musk should be rewarded with a newly proposed pay package that would enable him to gain $1 trillion in wealth if he comes through on a lengthy list of performance tranches.
Nine Wall Street firms made adjustments to their outlook on Tesla shares in the form of price target increases since last Wednesday’s call, all of which are indications of big expectations for the stock moving forward.
Here are the nine firms that made moves:
- Truist – $280 to $406, reiterated Hold rating
- Roth MKM – $395 to $404, reiterated Buy rating
- Cantor Fitzgerald – $355 to $510, reiterated Overweight rating
- Deutsche Bank – $435 to $440, reiterated Buy rating
- Mizhuo – $450 to $485, reiterated Outperform rating
- New Street Research – $465 to $520, reiterated Buy rating
- Evercore ISI – $235 to $300, reiterated In Line rating
- Freedom Capital Markets – $338 to $406, upgraded to Hold rating
- China Renaissance – $349 to $380, reiterated Hold rating
The boosts in price target are largely due to Tesla’s future projects, as Roth MKM, Cantor Fitzgerald, Mizuho, New Street Research, and Evercore ISI all explicitly mention Tesla’s autonomy, robotics, and AI potential as the main factors for its price target boosts.
Cantor Fitzgerald raises Tesla PT To $510, citing Cybercab, Semi, and AI momentum
It is no surprise that many firms are adjusting their outlook on Tesla shares considerably in an effort to prepare for the company’s transition to even more of a tech company than a car company.
The issue with many analysts is that they treat the company’s vehicle deliveries as the main indicator of value.
However, Tesla has a robust energy division, which was a major contributor to the company’s strong margins and gross profit in Q3, as well as its prowess in robotics and AI.
Additionally, the company is seen as a key player in the autonomy field, especially after launching driverless rides on a Robotaxi platform in Austin and expanding a similar program in the Bay Area.
Tesla shares were up over 5 percent at 12:18 p.m. on the East Coast.
News
Tesla exec provides key update on Optimus’ improving dexterity
As per the executive, the humanoid robot is now able to perform more deliberate tasks such as folding laundry.
Tesla Board Chair Robyn Denholm has provided a rather compelling update on Optimus’ improving dexterity. As per the executive, the humanoid robot, which is expected to enter initial production next year, is now able to perform more deliberate tasks, such as folding laundry.
Optimus’ dexterity
During an interview with CNBC, Denholm was asked how close Optimus was to true dexterity. Achieving human-like dexterity is a key goal for Optimus as the robot is designed to be able to perform tasks that are traditionally performed by humans. This means that Optimus should be able to move its hands in a very delicate manner. During the segment, one of CNBC’s hosts mentioned that humanoid robots today are not able to fold laundry just yet.
Denholm responded that Tesla’s robot is now able to perform the task. “Optimus can fold laundry. I’ve been in the lab with Optimus. He can fold laundry. He can wipe the table really well. He can hand things to you. You can actually shake hands with him. The tactile nature of his hand is actually really very good,” the Tesla Board Chair stated.
Redefining robotics
The executive reiterated that Optimus is already operating in Tesla’s Palo Alto offices today. “We’re redefining what transportation is, but we’re also redefining robotics and what AI brings to robotics and how versatile the robots will be in the future,” Denholm noted.
Elon Musk has reiterated the importance of Optima’s hands during the Q3 2025 earnings call. While discussing the humanoid robot’s capabilities, Musk stated that Optimus, in its production form in the future, should be able to perform incredibly delicate tasks such as surgery. This, the CEO noted, would be pivotal in Tesla’s efforts to push the world towards sustainable abundance.
“Going beyond sustainable energy to say, sustainable abundance is the mission, where we believe with Optimus and self-driving, we can actually create a world where there is no poverty, where everyone has access to the finest medical care. Optimus will be an incredible surgeon, for example. Imagine if everyone had access to an incredible surgeon,” Musk said.
News
Tesla comes through on huge promise for Bay Area ride-hailing service
Tesla’s ride-hailing service in the California Bay Area is somewhat similar to what the company is doing with Robotaxi in Austin, Texas.
Tesla has come through on a huge promise for its Bay Area ride-hailing service just two months after aiming to expand to a new territory.
Tesla’s ride-hailing service in the California Bay Area is somewhat similar to what the company is doing with Robotaxi in Austin, Texas.
However, regulatory rules and the fact that the company is operating with someone in the driver’s seat —a stark difference from the operation in Austin —have kept the business categorized as a ride-hailing application in California.
But Tesla is still breaking barriers down with its service, which operates entirely using the Full Self-Driving (Supervised) platform, as the “Safety Monitors” are only there to ensure safety and take over in the most necessary circumstances.
In September, Tesla filed to begin operating its ride-hailing service at various airports in the Bay Area, including San Francisco International Airport, San Jose Mineta International Airport, and Oakland International Airport.
Tesla targets Bay Area airports as next step for Robotaxi rollout
It officially came through on that promise last night, as it announced its Bay Area ride-hailing service would now go to San Jose Mineta International Airport:
Our Bay Area ride-hailing service now goes to SJC airport ✈️
— Tesla AI (@Tesla_AI) October 27, 2025
The expansion signals a key approval for Tesla to travel to one of the more popular places where people would need or simply want a drop-off. Airports are expensive to park in, so many people utilize ride-hailing services to enable a more economical experience from start to finish.
With this approval for SJC, Tesla will likely gain even more approvals for other airports in the Bay Area in the coming weeks or months.
While Tesla believes at least half of the U.S. population will have access to the company’s Robotaxi program or its ride-hailing service by the end of the year, the first step will be gaining approval in more metropolitan areas.
Tesla is looking to expand to other states, including Nevada, Florida, and Arizona, with its Robotaxi platform in the near future.
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