Ford Slashes BlueCruise Pricing for Hands-Free Driver Assistance - What This Means for Investors and Car Owners
In a strategic move to respond to customer and dealer feedback, Ford has announced a significant reduction in the cost of its hands-free driver assistance feature, BlueCruise. This move is aimed at making the technology more accessible to both new and existing vehicle owners.
As of now, Ford will be charging $49.99 per month or $495 annually for BlueCruise, down from the previous pricing of $75 per month or $800 per year. Additionally, Ford is introducing a "one-time purchase" option for BlueCruise, allowing buyers to acquire the feature for $2,495 when ordering a new vehicle. Ford guarantees to keep the feature active for at least seven years, with no additional costs during this time frame.
This price drop comes at a crucial time as BlueCruise is under federal investigation following two fatal crashes earlier this year. The company's decision to lower the pricing could potentially attract more customers to adopt the technology, despite the recent incidents.
BlueCruise, introduced in 2021, utilizes a camera-based driver monitoring system to ensure safe usage of the hands-free feature. However, Ford has not disclosed the percentage of owners who have activated the feature.
In a related move, Ford recently announced a complimentary home charger and installation for electric vehicle customers, further showcasing the company's commitment to innovation and sustainability.
In conclusion, Ford's decision to reduce the cost of BlueCruise could have a significant impact on both investors and car owners. Investors should monitor how this pricing adjustment affects Ford's market share and customer adoption rates. Car owners, on the other hand, now have a more affordable option to access advanced driver assistance technology, potentially enhancing their driving experience and safety on the road.