Ford Transitions BlueCruise to Subscription-Based Model; Standard Hardware on New Vehicles

Ford revolutionizes BlueCruise sales, offering the hands-free driving tech as standard in many vehicles. Instead of a one-time purchase, opt for a monthly or yearly subscription.

Previously, customers had to decide at the dealership to purchase a new Ford vehicle with BlueCruise hardware installed. Once the decision was made, they couldn't change their minds.

Now, the hardware will come standard on many new vehicles, and customers can activate it anytime. The notable change is that they can pay for it as a monthly or annual subscription.

This move by Ford aligns with the industry-wide shift towards subscription-based products as a major revenue source. The automotive market offers subscription options for everything from driver-assistance features to seat heating.

Customer concerns drive this shift over paying for previously purchased services as one-time expenses.

BlueCruise is a Level 2 system providing major functions such as acceleration, braking, lane centering, and automatic lane changing. However, it only operates on divided highways in the US and Canada.

Although drivers can take their hands off the steering wheel and feet off the pedals, they must keep their eyes on the road and be prepared to take control if needed. Ford reports that BlueCruise-equipped vehicles have already covered over 100 million miles.

Currently, around 225,000 vehicles are equipped with BlueCruise, and Ford anticipates an additional 500,000 vehicles will have this feature by the end of 2024. The company also claims that BlueCruise works on 97% of controlled access highways in the US and Canada, which accounts for approximately 130,000 miles of road.

Ford is introducing new ways for customers to access the BlueCruise feature. They can pay for it when ordering a vehicle online or from a dealership, with a three-year commitment costing $2,100. Alternatively, customers can opt for a subscription of $75 per month or $800 per year. Ford also offers a 90-day complimentary bonus to encourage adoption for those who activate the feature.

This new payment structure will first apply to all trims of the Ford Mustang Mach-E and will soon be available for all 2024 model-year vehicles where BlueCruise is an option, such as the F-150 Lightning, Ford F-150, and Ford Expedition.

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