Ford has formed a new subsidiary that will aim to develop automated driving systems for millions of vehicles, the automaker announced.

Company officials said Latitude AI would work on “hands-free, eyes-off-the-road” technology designed to operate on long stretches of highway, in bumper-to-bumper traffic, or in other situations that could be “tedious, stressful, and unpleasant.” Ford said that drivers are already benefiting from its hands-off BlueCruise system and that the technologies developed by Latitude could redefine the driver-vehicle relationship altogether.

Sammy Omari, the new subsidiary’s CEO, said the company believes that automated driving technology will improve driver safety and unlock "all-new customer experiences" that will ultimately save time and reduce stress. 

The division, headquartered in Pittsburgh, includes more than 500 former employees of Argo AI, the autonomous driving firm co-owned by Ford and Volkswagen that was disbanded late last year. In addition to Omari — also the executive director at Ford’s ADAS Technologies — David Gollob will serve as Latitude’s president, and Peter Carr will serve as its chief technology officer.