Ford aims to successfully finish its 'self-driving' car by increasing the investment in the research of the new technology. It also seeks to partner with other technology companies that can help them in their desire to have their own self-driving technology.
Ford says that the self-driving car will be out in the market by 2021.
The company says that it can be patterned with that of Uber's ride-sharing services. However, it does not need the presence of a human driver.
In an interview, Fields said to BBC, "As you can imagine, the experience inside a vehicle where you don't have to take control changes everything. Whether you want to do work, whether you want entertainment... those are the types of things we are thinking about as we design the experience for this type of autonomous vehicle."
According to Fields, the development of this new technology for the company's future cars in a bold way to transform road safety measures and improving the driving experience. It also gives Ford a reputation that is more inclined into taking precautionary measures of the driver and passenger's safety in driving.
Mr. Fields adds to his statement: "There will be a growing per cent of the industry that will be fully autonomous vehicles. Our goal is not only to be an auto company, but an auto and mobility company."
The standards that are stipulated by the Society of Automotive Engineers (SAE) will also be an important guide for the development of autonomous driving technology by Ford, as it takes on Level 4. The company skipped Level 2 and Level 3 as it really wanted to make the driving experience fully automatic.
Tesla is indeed facing bigger challenges as more and more auto manufacturers are stepping into the self-driving technology realm. Cunningham tells BBC that it is highly possible that the plan will turn into reality by 2021, although it needs to take on the same pace throughout the five years.