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!
Elon Musk
Elon Musk tops Forbes’ list of America’s 250 greatest innovators
The ranking places Musk at the top of modern American innovation.
Elon Musk has been ranked No. 1 on Forbes’ inaugural list of America’s 250 Greatest Innovators. The ranking places Musk at the top of modern American innovation as the publication kicks off a series celebrating the nation’s 250th anniversary.
Forbes described innovation as “the grease in the economic engine” and the force that transforms industries and creates new ones. The publication highlighted that its honorees are not just inventors, but business leaders who successfully bring breakthroughs to market.
Musk, 54, was ranked No. 1 in this year’s list. Forbes noted that he is “the only person in history to have founded (or grown from nearly nothing) five companies, each with multibillion-dollar valuations, each in a different industry.” Those companies include Tesla, SpaceX, Neuralink, xAI, and The Boring Company.
Forbes’ methodology began with nearly 1,000 nominees submitted by its reporters. A panel of judges, including venture capitalist Jim Breyer, journalist Kara Swisher, and strategy expert Rita McGrath, ranked candidates based on creativity, breadth, engagement, disruption, and commercial impact. Artificial intelligence tools, including ChatGPT and Gemini, were also used to assess candidates before editors finalized the rankings.
The publication noted that more than one-third of the list consists of women and people of color, reflecting shifts in innovation and entrepreneurship over time. All individuals listed are also American citizens, though many were born abroad, including Musk himself. Musk was born in Pretoria, South Africa.
Ranked No. 2 is Jeff Bezos, 61, who Forbes credited with upending America’s $7.4 trillion retail industry through Amazon before pioneering cloud computing with Amazon Web Services. The publication highlighted that Bezos now focuses on space exploration through Blue Origin and artificial intelligence manufacturing systems at Prometheus.
At No. 3 is Bill Gates, 70, who helped launch the personal computing revolution and built Microsoft into the dominant force in workplace software. Forbes also highlighted Gates’ reinvention at age 50 as a data-driven philanthropist, including his role in helping eradicate polio from India.
Elon Musk
Tesla Model Y tops California vehicle sales despite Elon Musk backlash
Data from the California New Car Dealers Association (CNCDA) showed the Model Y outsold its nearest competitor by more than 50,000 units.
The Tesla Model Y was California’s best-selling new vehicle in 2025 for the fourth straight year, despite protests against CEO Elon Musk and a changeover to the Model Y’s updated variant that caused a pause in production and deliveries early in the year.
Data from the California New Car Dealers Association (CNCDA) showed the Model Y outsold its nearest competitor by more than 50,000 units, according to KRON4.
The Model Y recorded 110,120 registrations in California in 2025. The second-best-selling vehicle, the Toyota RAV4, posted 65,604 units, followed by the Toyota Camry at 62,324. The Tesla Model 3 ranked fourth with 53,989 sales, ahead of the Honda Civic at 53,085 units.
Despite leading the state, Model Y sales have trended downward year-over-year. Registrations fell from 132,636 in 2023 to 128,923 in 2024, and then to 110,120 in 2025. Overall Tesla sales in California also declined, dropping from 238,589 in 2023 to 202,865 in 2024 and 179,656 in 2025.
The slowdown comes as the federal $7,500 EV tax credit ended, removing a key incentive that had supported electric vehicle demand for years.
“Tesla has a few advantages. Tesla, as a brand, has a status, cache, so I think folks in certain parts of the Bay. Owning a Tesla is a thing. I think that’s breaking down over time, especially given the political controversies surrounding Mr. Musk,” CNCDA President Brian Maas said.
California saw multiple anti-Musk protests in 2025, along with notable reports of consumer-owned Teslas being vandalized and attacked by protesters and activists. The fact that the Model Y and Model 3 remained strong performers in California is then a testament to the quality and value of the two vehicles.
Tesla’s sales of the Model Y and Model 3 might see an increase this year, as the company has announced that it is sunsetting its two more expensive cars, the Model S and Model X. With the Model S and Model X retired, more consumers will likely go for the Model Y and Model 3.
“Maybe the Model S has outlived its usefulness in terms of attracting customers. It’s no surprise the ones they kept are the Model Y and Model 3,” Maas noted.
News
Tesla Supercharger left offline as Swedish court backs union strike
The completed Supercharger has been stalled for nearly two years amid Tesla’s conflict with the IF Metall union in Sweden.
Tesla’s Supercharger station in Ljungby, Sweden will remain without power after a Swedish administrative court rejected the company’s appeal to force a grid connection to the site. The completed Supercharger has been stalled for nearly two years amid Tesla’s conflict with the IF Metall union in Sweden.
The court ruled that the ongoing union strike against Tesla Sweden is valid grounds for the Supercharger’s connection delay, as noted in an Allt Om Elbil report.
The Ljungby Supercharger was one of the first charging stations that were denied grid access after IF Metall launched its strike against Tesla Sweden in late 2023. Electricians at local grid operator Ljungby Energinät were pulled into a sympathy strike by the Seko union, preventing the site’s connection.
Tesla reported both Ljungby Energinät and Gävle Energi Elnät AB to the Swedish Energy Market Inspectorate, arguing that grid operators failed to meet their legal obligation to provide connection to the location within a reasonable time frame.
The regulator ruled that the strike represented a valid exception under Swedish law, however, citing constitutional protections for industrial actions.
Tesla responded by appealing to the Administrative Court in Linköping, claiming it had the right to connection within a reasonable period, generally no more than two years. Tesla Sweden also argued that the country’s Electricity Act conflicts with EU law. The court rejected those arguments.
“The Administrative Court today finds that granting the company’s request in practice applies to the same thing as the blockade and that it would mean that the blockade would be ineffective.
“Such a decision would contradict the principle that labor market conflicts should be resolved to the greatest extent possible by the labor market parties, not by the state. The industrial action is also constitutionally protected,” Chief Councilor Ronny Idstrand stated.
The court also concluded that the Electricity Act does not conflict with EU regulations and that special reasons justified the extended delay.
While the ruling was unanimous, Tesla Sweden may appeal the decision to a higher administrative court.
Elon Musk tops Forbes’ list of America’s 250 greatest innovators
Tesla Model Y tops California vehicle sales despite Elon Musk backlash
