No return on investment foreseen from Argo AI, so Ford will focus on Level 2+ and Level 3 autonomy.
because the automaker sees no value to the consumer—and therefore no potential revenue stream—from Level 4 autonomy the tech company was developing. Instead, Ford will concentrate on Level 2+ and Level 3 automated driver-assistance systems it has been developing in-house under the BlueCruise brand name.Ford CEO Jim Farley
told Wall Street analysts in the automaker’s third-quarter earnings call an hour after the markets closed and Argo AI’s demise was announced. But “almost $100 billion has been invested in L4” industry-wide, and no one has identified how it will add value to consumers at a price premium.invested $1 billion in the Argo AI startup in 2017 to develop Level 4 driverless vehicle technology.
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