In its relentless pursuit of innovation, Ford is revolutionizing the way customers access and experience its groundbreaking BlueCruise technology—a game-changing hands-free highway driving solution. The company's customer-centric approach to offering products and services is now extending to the realm of driving technology, ushering in a new era of flexibility and choice for Ford enthusiasts and drivers.
Traditionally, customers had to make a decisive choice about integrating BlueCruise when ordering a vehicle, which mandated the installation of specific hardware. However, Ford is reshaping this paradigm, providing customers with more freedom to choose when and how they engage with BlueCruise. The pivotal shift lies in Ford including BlueCruise hardware as a standard feature from the factory, granting users a diverse range of options.
The profound transformation is immediately evident—drivers with equipped vehicles are no longer constrained by upfront decisions. Instead, they can activate BlueCruise at any juncture during their vehicle ownership journey. Whether at the point of purchase, on an annual basis, or even on a monthly subscription, the power to leverage BlueCruise lies in the hands of the driver. Furthermore, for those who wish to experience it before committing, a complimentary trial is available, allowing them to make an informed choice.
Ashley Lambrix, Head of Commercial Acceleration—Ford Model E, underscores the remarkable nature of BlueCruise as a technology that truly needs to be experienced to be believed. Lambrix notes that BlueCruise has the potential to revolutionize highway driving by alleviating stress and enhancing the joy of driving, particularly in congested traffic and lengthy journeys.
To cater to the diverse preferences of its customers, Ford has introduced two distinctive options. For those well-acquainted with BlueCruise's benefits, the choice to order a vehicle with pre-activated BlueCruise for three years is available. This can be seamlessly integrated into the financing arrangement, simplifying the process. On the other hand, for those intrigued by the technology, a 90-day complimentary trial period awaits from the vehicle's purchase date. Subsequently, users can opt for an annual or monthly plan, aligning with their usage patterns. The beauty of this approach is the absence of any rigid commitments—whether it's a month-long road trip or sporadic usage, the flexibility remains unparalleled.
Ford's departure from the conventional model of deciding at the point of vehicle ordering marks a significant evolution. Previously, customers were burdened with predicting their future technology preferences, a challenge that Ford has admirably eliminated, allowing users to decide when they have first-hand experience.
Informed by insights from an S&P Global Mobility study, Ford's approach resonates with consumer behavior. The study highlights that consumers are more inclined to embrace connected-car services if they have the opportunity to test them. A staggering 82% of respondents who had experienced a free trial or a connected service plan expressed interest in adopting such services in future vehicle purchases.
Ford's first application of this customer-friendly approach was witnessed with the Mustang Mach-E, and now this versatility expands across the 2024 model year vehicles where BlueCruise is an option—encompassing the F-150 Lightning, Ford F-150, and Ford Expedition.
The economic implications of accessing BlueCruise vary according to user preferences. While an upfront activation costs $2,100 for three years, those who opt not to commit initially can choose from an annual plan at $800 or a monthly plan priced at $75 after the trial period. Importantly, users who decide to forgo BlueCruise can still enjoy the benefits of Adaptive Cruise Control, which maintains a preset speed and distance from the vehicle ahead, a boon in stop-and-go traffic.
Notably, Ford's commitment to enhancing BlueCruise's capabilities is unwavering. Bolstered by an in-house team of advanced driver assist systems (ADAS) engineers, Ford is leveraging data from the 225,000 BlueCruise-equipped vehicles on the road globally. This data-driven approach empowers Ford to deploy improvements and features via software updates. The recent release of BlueCruise 1.2, and the upcoming BlueCruise 1.3, are testament to this continuous evolution, with improved performance in curves and narrow lanes.
Ford's vision doesn't stop at its own brand; it extends to its luxury arm, Lincoln. The BlueCruise offering is expanding to the 2024 Lincoln Navigator, Lincoln Nautilus series, and select trims of Lincoln Corsair. This expansion aligns with the launch of BlueCruise on the all-new Nautilus, enhancing the driving experience across the Lincoln lineup.
The journey of BlueCruise has been remarkable, with users collectively spending 1.4 million hours benefiting from its features. The number of miles driven has surged by over 40%, crossing the 100 million-mile mark. With every mile, Ford's ADAS team is refining BlueCruise, ensuring that the promise of hands-free highway driving is consistently improving.
If you’re interested in Ford’s Blue Cruise technology, the team at Brian Hoskins Ford can help you find a vehicle that will allow you to try it out. Contact us today or browse our inventory of vehicles to find the right fit for you.