New York, January 8, 2026, 10:18 EST — Regular session
- Ford shares rise about 4.5% after Piper Sandler upgrades the stock and lifts its target price
- Ford says Level 3 “hands and eyes off” driving tech is planned for 2028, with an added fee
- Next focus is Ford’s Feb. 10 earnings report and 2026 guidance
Ford stock was up about 4.5% at $14.36 in morning trade on Thursday after Piper Sandler upgraded the automaker and raised its price target. Shares have traded between $13.78 and $14.39 so far. Piper Sandler lifted Ford to “overweight” from “neutral” and raised its target to $16 from $11, saying the company’s electric-vehicle (EV) “capitulation” was a “welcome development” — “overweight” is its call for the shares to outperform.
The call lands as Ford tries to show investors it can make money on EVs and paid software, not just on the truck franchise that anchors its U.S. business. Traders have been quick to reprice the stock on any hint that spending is tightening and new revenue streams might stick.
Analyst targets have been creeping higher. Evercore ISI, Morgan Stanley and JPMorgan were among firms that recently raised their price objectives for Ford, Benzinga data showed.
Ford also laid out a fresh software angle late Wednesday, saying it would bring a Level 3 driver-assistance system to market in 2028, first on a new EV platform, and charge an extra fee that has yet to be set. Level 3 allows drivers to take their hands and eyes off the road on certain highways; chief EV, digital and design officer Doug Field said: “Should it be a subscription? Should you pay for it all at the beginning?” Ford plans to use lidar, a laser-based sensor, contrasting with Tesla’s camera-first approach, while GM has said it plans eyes-off driving in 2028 as well. 1
In a filing this week, Ford said its U.S. sales rose 6% in 2025 to 2,204,124 vehicles and market share reached 13.2%. Hybrid sales hit a record 228,072 units, while full-year EV sales fell 14% to 84,113; Ford Blue and Model e chief Andrew Frick said the company’s “power of choice” approach is “exactly what consumers are looking for right now.” 2
The broader market was little changed: the S&P 500 ETF SPY was roughly flat. General Motors rose about 2.4% and Tesla gained about 0.3%.
But the software pivot carries risk. Level 3 systems face regulatory limits and extra scrutiny after crashes, and Ford is also pressing a lawsuit against two former lemon-law firms, seeking more than $300 million and punitive damages over what it calls an overbilling scheme; the firms deny wrongdoing. 3
