Ford Motor Company (NYSE: F) has announced the creation of Latitude AI, a wholly-owned subsidiary that focuses on the development of automated driving technology. 

Latitude aims to create a customer-centric experience by automating driving during tedious, stressful, and unpleasant times. With the average driver in the US spending almost 100 hours a year sitting in traffic, the move is a significant step towards making driving more convenient and comfortable for customers.

Ford has also added a team of experts in machine learning, robotics, software, sensors, systems engineering, and operations to the Latitude team. The team will apply much of their experience in automated driving, including software development tools and infrastructure, to work on advanced driver assist systems (ADAS). This is in line with Ford's strategic shift towards automated driving technology for personally owned vehicles.

Doug Field, chief advanced product development and technology officer of Ford, stated: “We see automated driving technology as an opportunity to redefine the relationship between people and their vehicles.”

Ford Motor Company, based in Dearborn Michigan, has established leadership positions in mobility solutions, and self-driving technology. 

Latitude AI, founded in 2022, is a wholly owned subsidiary of Ford Motor Company that develops automated driving technologies, and has reimagined what it’s like to drive.

Shares of Ford Motor Company trade on the NYSE under the ticker symbol F.