Ford is as intent on finding a profitable business model for autonomous vehicles as it is on the underlying technology. CEO Jim Hackett told me their AV research is advancing rapidly, but they are equally focused on building a transportation service based on what people need and want.
Why it matters: Unlike some of its competitors, Ford — one of the world's largest automakers — hasn't crowed much about its position in the race to develop self-driving cars. That's led to the perception that Ford has fallen behind. But Ford is taking a slightly different tack, with the understanding that large-scale adoption of autonomous vehicles won't happen unless paying customers see value in them.