While the world caught its breath in anticipation of the next move in the automotive industry, American auto giant Ford has let loose an intriguing strategy. The company has stated that it will incorporate its hands-free technology, popularly known as “BlueCruise,” into half a million vehicles by the 2024 model year across North America. The premium line-up where this will be standard includes the likes of the F-150, Lincoln Navigator, Expedition, and Nautilus, including the all-electric variant – F-150 Lightning.
Ford’s move might lend credence to the company’s early announcement in May: it is indeed steering towards a digitally-forward future. Focusing on the perennial potential of software technologies, Ford has effectively made its case for a place in the evolving era of autonomous driving.
A glance at Ford’s earlier approach reveals a heartening change in the company’s conventions. Excluding the Mustang Mach-E, Ford had only provided interested buyers the choice of opting for the hands-off driving feature on purchase of a new vehicle. However, the upgraded scenario brings promising flexibility.
Under the new model, prospective buyers don’t have to decide whether or not they want to experience the autonomous BlueCruise at the time of vehicle purchase. This could serve as a boon for used-car consumers who might be willing to invest in additional features that past owners might not have opted for. It’s a move that even the most discerning critic would admit shores up Ford’s commitment to customer-centric innovation.
While this development qualifies as a stride, it must be acknowledged that Ford trails competitors in the race towards autonomous driving. Yet, the company compensates for its delay with a more affordable subscription.
On the financial side of things, Ford promises a fairly reasonable deal: pay just over $2,000 upfront with a new vehicle for 3 years, or jump on their trial period, rolled out free of charge, before deciding on a payment of $800 annually or a manageable $75 a month. It’s a pricing tier likely to remind many of Tesla’s model for its driver-assist subscriptions.
The downside does warrant a mention. Despite the company’s best efforts, the pricing of the BlueCruise isn’t exactly budget-friendly, compelling customers to shell out a significant amount. But with the digital age rendering an increasing number auto and tech-savvy, Ford might have just found its sweet spot in the premium space.
By making its hands-free-driving tech a standard feature in many of its future vehicles, Ford is staking a powerful claim in the automotive trend towards software-and-services driving value. Its approach echoes Tesla’s model, forging a distinct path for the Detroit-based automaker’s future.
Indeed, Ford’s decision to become a more active player in the world of software-and-services is a testament to the automaker’s adaptive nature and forward-thinking strategy. While it’s not alone in this arena, the company’s strides towards advancing automotive autonomy are nonetheless significant. They signal an industry-wide commitment to creating a highway future where hands-free technology and premium services coexist in harmony.
As Ford revs up its engines in the race towards autonomous driving, the automotive world watches with interest. The future is being carved out on Detroit’s assembly lines, where classic American ingenuity meets cutting-edge technology. This move towards hands-off driving as a standard feature might well represent a significant milestone on the road to automotive evolution.
