Ford Motor Company CEO Jim Farley made headlines at the Aspen Ideas Festival this week by expressing skepticism over Tesla’s vision of fully autonomous driving powered solely by cameras and artificial intelligence. In a candid discussion with author Walter Isaacson, Farley underscored Ford’s belief that laser-based lidar technology used by companies like Waymo is a safer and more trustworthy route to self-driving cars.
“You Have to Be Really Careful”: Farley on Tech and Trust
“When you have a brand like Ford, when there’s a new technology, you have to be really careful,” Farley told Isaacson, referencing the weight of consumer trust built over generations. Farley emphasized that Ford’s strategy for autonomy must prioritize safety, consistency, and customer confidence. “We really believe that lidar is mission-critical,” he said, referring to the laser-based sensors that can detect objects even when cameras cannot.
Farley’s remarks come at a time when the auto industry remains deeply divided over the future of self-driving technology. Tesla, under Elon Musk, continues to champion a “vision-only” system that uses neural networks and cameras, completely avoiding the additional cost and complexity of lidar or radar.
Waymo Over Tesla: Ford’s Preferred Direction
When Isaacson, who authored Elon Musk’s biography in 2023, asked Farley to compare Tesla’s approach with that of Waymo a subsidiary of Google parent Alphabet, Farley didn’t hesitate.
“To us, Waymo,” he said, citing the reliability and precision of lidar. “Where the camera will be completely blinded, the lidar system will see exactly what’s in front of you.”
Farley acknowledged both Tesla and Waymo have made significant strides in autonomy, but made it clear that Ford sees long-term value in the redundancies and enhanced safety offered by lidar-equipped vehicles.
Tesla’s Camera-Only Gamble
Tesla, which recently debuted a limited robotaxi service in Austin with safety drivers onboard, has doubled down on a software-heavy, camera-only system. Musk claims that eliminating expensive lidar and radar allows Tesla to scale quickly and affordably.
“The issue with Waymo’s cars is it costs way more money,” Musk said during Tesla’s Q2 earnings call earlier this year. “Teslas probably cost 25% or 20% of what a Waymo costs and [they are] made in very high volume.”
Despite Tesla’s cost advantage, concerns remain across the industry about the safety and reliability of a system that lacks environmental redundancies, especially in low-visibility conditions.
Ford’s Autonomy Roadmap: Partnerships, Not DIY
Ford once aimed to build its own Level 4 autonomous driving system through a $1 billion investment in Argo AI, a joint venture with Volkswagen. However, in 2022, the company pivoted away from in-house development and now plans to rely on strategic partnerships instead.
Currently, Ford is focused on expanding its Level 2 BlueCruise system, which allows drivers to take their hands off the wheel on highways but still requires eyes on the road. Farley hinted that the next evolution would be “high speed, eyes off” technology that enables drivers to relax or read while cruising, though not in full urban autonomy.
“We decided, as a company, that a cooler problem than full autonomy in an urban setting was high speed, eyes off. Push a button and read a book in your car,” he said.
Bottom Line: Ford Isn’t Buying Tesla’s Tech, At Least Not Yet
Farley confirmed he has had conversations with Elon Musk, but there’s little indication Ford intends to license Tesla’s self-driving technology anytime soon. For now, the automaker remains firmly aligned with lidar-based systems and the philosophy that safety and trust can’t be sacrificed for speed or savings.
