Ford has announced the availability of a new version of its advanced driver assistance technologies, called BlueCruise 1.3. Compared to the past, it comes with one major difference: while previously customers had to decide at the time of purchase whether to add this optional equipment to available models for an additional fee, now the service will be installed as standard in all supported vehicles and will only be activated after paying a subscription.
The advantage of this solution is that you the customer can activate advanced features immediately upon purchase or at any time later. Alternatively, they can be turned on only for a limited time – for example, for a few months, when the car owner will need them. At the same time, Ford offers the option of monthly and discounted annual subscriptions.
Paid advanced features
If you buy the set of BlueCruise functions together with a new car, it will cost you $2,100 (about CZK 46,370) for three years. An annual subscription costs $800 (converted to about CZK 17,660) and you pay $75 per month of use (converted to about CZK 1,660). Customers who do not purchase advanced features with a new car will have a ninety-day free trial.
This will allow owners to experience the benefits of the BlueCruise system and the manufacturer hopes to convince them to subscribe to it. As Ashley Lambrix noted: “BlueCruise is a technology that has to be experienced to be believed. People tend to be amazed at how BlueCruise helps reduce stress and make driving more enjoyable – especially in heavy traffic or on long journeys.”
The automaker expects to install the BlueCruise system in half a million North American 2024 model year vehicles, such as the Ford F-150 Lightning, Ford F-150, Expedition, Lincoln Navigator and Lincoln Nautilus. This will represent a fairly significant increase, as it is currently installed on less than half of them: according to Ford, there are 225,000 cars on the road with the system.
Thoughtful strategy
Ford says that the latest version of the BlueCruise 1.3 improves the driving ability of the vehicle in corners and narrow lanes. It will allow drivers to drive without having to hold the steering wheel for up to five times longer compared to the first version 1.0. From version 1.2, which has been available since the beginning of this year, it offers automatic lane change, lane position change and predictive speed assistant.
The advantage of the subscription is the fact that the buyer does not have to decide in advance whether he wants BlueCruise as part of the equipment. This will be especially appreciated by those interested in used cars, who can relatively easily acquire functions that the previous owners were not interested in. The disadvantage is not exactly the popular price.
Incorporating systems for semi-autonomous driving for sure will increase the production and thus the selling price Ford cars. But the move is part of a deliberate strategy to boost revenue from software subscriptions, an area many other automakers are also looking to tap into.
2023-08-19 12:45:31
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