Ford has made a significant change to its BlueCruise hands-free driver-assist subscription, slashing the price nearly in half. Previously priced at $800 for one year, the subscription is now available for just $495 annually, or $49.99 per month. Additionally, Ford has introduced a new standalone option for a one-time purchase of $2,495.
The one-time purchase option comes with a caveat – the service will be available for a minimum of seven years and is not transferable if the vehicle is sold. This means that buyers won’t be able to purchase a used Ford with BlueCruise already installed. However, new purchasers will not have to pay any additional subscription fees beyond the initial seven years, as long as the service remains available.
Originally offered on the Mustang Mach-E and F-150 Lightning EVs, BlueCruise is now available on a wider range of Ford and Lincoln models, including the F-150, Expedition, Explorer, and all Lincoln vehicles. Some trim levels come with a standard one-year subscription, while all models with BlueCruise will include a complimentary 90-day trial for new buyers to test out the system. Buyers can opt for a yearly subscription or the one-time purchase option as an upgrade at the dealership after delivery, while a monthly subscription is also available for those who may only use the system sparingly.
The reason behind the price drop was not specified by Ford, but it could be a response to the general dissatisfaction with subscription services among buyers. By reducing the cost of BlueCruise and offering a one-time purchase option, Ford aims to make the technology more appealing to potential customers.
Unfortunately, buyers who previously purchased a subscription at the higher price will not receive a credit or refund. Ford has clarified that the new pricing went into effect on October 1, 2024, and transactions made before this date will not be retroactively adjusted. However, customers who have activated monthly or annual subscriptions will receive the new pricing at their next payment.
Overall, Ford’s decision to lower the price of BlueCruise and introduce a one-time purchase option reflects the evolving landscape of driver-assist technologies and the company’s commitment to making these features more accessible to a wider range of customers.
