Ford Reduces BlueCruise Costs in Response to Customer Feedback
Ford has announced significant price cuts for its hands-free driver-assistance system, BlueCruise, following input from customers and dealers. The updated pricing structure introduces more affordable subscription plans and a new one-time purchase option.
Updated Pricing Structure
- Monthly Plan: Reduced from $75/month to $49.99/month
- Annual Plan: Dropped from $800/year to $495/year
- One-Time Purchase: $2,495 (includes 7 years of service)
Key Details About the One-Time Purchase Option
- Available for new vehicle orders only
- Guaranteed active service for at least seven years
- Non-transferable between vehicles
- Future availability post-7 years depends on Ford’s service continuity
Context Behind the Price Drop
The revised pricing follows two fatal crashes involving BlueCruise earlier this year, which prompted a federal investigation by the NHTSA. In one case, the driver was charged with DUI homicide, though Ford maintains that BlueCruise requires active driver supervision.
How BlueCruise Works
Introduced in 2021, BlueCruise enables hands-free driving on pre-mapped U.S. highways. The system uses a camera-based monitoring system to ensure drivers remain attentive. Ford has not disclosed activation rates among owners.
Broader Strategy
This pricing shift aligns with Ford’s efforts to enhance customer adoption of advanced technologies. Notably, the announcement follows Ford’s recent initiative to offer complimentary home chargers for EV buyers, signaling a push toward tech-driven vehicle features.
For drivers considering BlueCruise, the new pricing provides greater flexibility—whether opting for a subscription or a long-term purchase.
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