The Ford “Model Fee”


Freddie Ford Robot

Seeking to replicate the success of its legendary Model T, the American automaker hopes to bring driverless vehicle transportation to the masses

More than a century since selling the world’s first affordable, mass-produced automobile, the Ford Motor Company is embarking on what’s likely to be the biggest shift ever in the company’s history—and the biggest announced by the major North American automakers so far.

This year, both Fiat Chrysler and GM, Ford’s chief North American competitors, signaled their intentions to explore the autonomous vehicle market through incremental driver-assist technologies, announcing partnerships with Google and Lyft, respectively. But Ford’s announcement in August that it would abandon this stepping-stone approach and put its own fleet of completely driverless hybrid vehicles—without steering wheels, gas or brake pedals—on the road by 2021 was important for another reason.

Ford’s first fully autonomous vehicles will not be available to consumers at all—at least not in the traditional sense. The company is staking its future success not on selling cars but on selling travel through ridesharing.

h/t Exile