Ford Motor Company has established Latitude AI, a wholly owned subsidiary focused on developing a hands-free and eyes-off-the-road automated driving system intended for millions of vehicles.

With the creation of Latitude, Ford is adding a top team of experts and talent in areas such as machine learning, robotics, software, sensors and systems engineering as the company develops and expands its efforts in automated driving technology – including developments concerning Ford BlueCruise, which has already accumulated more than 50 million kilometers of hands-free driving.

Latitude redefines the customer experience by automating driving during times that can be tiring, stressful or even unpleasant, such as in traffic or long stretches of motorway. The average U.S. driver wastes nearly 100 hours a year stuck in traffic, according to transportation analytics firm INRIX.

“We see automated driving technology as an opportunity to redefine the relationship between people and their vehicles,” said Doug Field, Ford Motor Company’s head of advanced product and technology development. “Customers using BlueCruise are already experiencing the benefits of hands-off driving. The deep experience and talent of the Latitude team will help us accelerate the development of a brand new automated driving technology – with the goal of not only making travel safer, less stressful and more enjoyable, but ultimately, over time, giving back to our customers some of their wasted time.”

The creation of Latitude supports Ford’s strategic shift last year, focusing on self-driving technologies for privately owned vehicles. Ford hired about 550 people who previously worked at Argo AI in areas and technologies including machine learning and robotics, cloud-based platforms, mapping, sensors and computing systems, test operations and safety engineering. The Latitude team applied much of their experience in automated driving, including software development tools and infrastructure, to a focus on advanced driver assistance systems (ADAS).

Sammy Omari, executive director of Ford’s ADAS Technologies division, also takes over as CEO of Latitude. Peter Carr is named chief technology officer, overseeing Latitude’s product and technical development, while David Gollob will serve as president with responsibility for business operations.

“We believe that automated driving technology will help improve safety while unlocking entirely new experiences for customers that will reduce stress and in the future help the driver find time to focus on what they choose.” Omari stated. “The expertise of the Latitude team will complement and further strengthen Ford’s in-house global ADAS team in the development of future driver assistance technologies, ultimately delivering the multiple benefits of automation.”

Latitude is headquartered in Pittsburgh with additional engineering hubs in Dearborn, Michigan and Palo Alto, California. The company will also operate a test track with facilities for high-speed freeway driving conditions in Greenville, SC