BlueCruise Subscription Price Increased to $800/yr for All Renewals

[BzzzzztZapPow]

What is blue cruise really.... Is it just the ability to take my hand off the wheel and let it track my eyes?

It feels like adaptive cruise control + lane keep assist do literally all the work here. If I keep my hand on the wheel to provide some force feedback... What else is blue cruise really bringing to the table?

Serious question.

This has been my curiosity. What is the 'BlueCruise' in the subscription? Are they only talking about the 'hands-free' part or does it include the adaptive cruise control and lane keeping that I can get on any Toyota Corolla or similar basic car for no/little charge with no subscription? If it is the latter, they have lost their minds. This would be very similar to the BMW/heated seats subscription. I have been a long time Ford owner, but this is testing my loyalty. Subscriptions add no value to my vehicles---options add value. I fear that this will greatly affect resale value once the initial 3yr comes to an end. "Does it have BlueCruise?"---"Oh yes, but it will cost you extra."

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[LightningLover]

The other big problem with Blue Cruise hands-free at that price is it does not operate when towing.

 

[ErichKeane]

I find the current Blue Cruise "nice" sometimes, it is handy to be able to eat snacks while driving for a minute or two at a time. $200/3 years is probably more than its worth for me, but I was planning on doing it anyway.

BUT $800/year (or $5k for a 'lifetime of vehicle, according to the poll I was sent) is REALLY steep. Even a full level 5 "punch in my destination and have it wake me up when I'm at my destination" is hard to justify at $800/year, let alone what we've got. AT that price, I can keep a hand on the wheel and buy snacks I can eat with 1 hand.

 

[ivan256]

I find the current Blue Cruise "nice" sometimes, it is handy to be able to eat snacks while driving for a minute or two at a time. $200/3 years is probably more than its worth for me, but I was planning on doing it anyway.

BUT $800/year (or $5k for a 'lifetime of vehicle, according to the poll I was sent) is REALLY steep. Even a full level 5 "punch in my destination and have it wake me up when I'm at my destination" is hard to justify at $800/year, let alone what we've got. AT that price, I can keep a hand on the wheel and buy snacks I can eat with 1 hand.

This, and a couple of the other comments in this thread like it, are troubling to me. And it seems with the pricing that Ford is leaning in to and selling a level of capability that really doesn't exist.

This is a Level 2 system. It doesn't open the door to two handed snacks. Other than rest your arms a little, you can't do anything while you're using it that you can't do without BlueCruise hands free. You need to be fully engaged and ready to take control at a moment's notice.

If anybody thinks this feature is worth $800 a year because it frees them to do other things while they're driving, then they need to seriously reconsider. Because that is absolutely NOT what this feature is. Pay attention! You're in control of, and completely liable and responsible for a 6,500lb moving vehicle.

 

[JacksonHandy]

No way would I pay $800 a year. Too many other things I’d rather spend that on.

 

[swngdncr]

My thoughts?

I really do hope Ford changes its mind. That kind of fee a year for existing functionality is not okay. As others have said, the system will be obsolete in a few years time as more capable systems come out.

However, I do have a little bit of an alternative thought. If this does indeed come to pass, I suspect my wife and I will go with Comma, Ai. instead. We've just installed a Comma 3 on her 2017 Chevrolet Bolt EV Premiere, and so far, so good. It's already better than BlueCruise in terms of what it can handle and what it can't (and on our particular year of Bolt EV the Comma system (OPGM) is not officially supported by Comma).

My friend and colleague has a Comma 3 on her e-Niro, and I can honestly say the branch of OpenPilot she's using (SunnyPilot) is the most accomplished Level 2 system out there. Period. It blows Tesla, BlueCruise and SuperCruise out of the water.

I know that there are already some developments going on with Comma Ai's Open Pilot for Ford, so maybe this will be a thing some of us can migrate toward.

In terms of cost, the Comma 3 is $1400, and as it's open source... there's no software charge.

Thanks for posting this, I didn't realize this technology was available.. at least we'll have other options if Ford doesn't get reasonable with their pricing.

 

[bydabeach]

I’ll enjoy it until the 3 year trial ends. Not a chance for $800/year. $200 is feasible, similar to XM for a year ($150ish). However, XM is used constantly and at home where BC is limited to certain roads.

Who pays $150 for Sirius/XM? I don't subscribe any more, but never paid more than $5/month ($60 for year) by calling to cancel and continuing to beat them down until they offered me that rate.

 

[SmoothJ]

On my 2022 (Lariat ER, not Platinum), BlueCruise isn’t mentioned. I wonder if 2022 Platinums don’t have the three year trial and it was included for the life of the vehicle. My Connected Services page on ford.com or the app shows a 2025 expiry. Does yours?

…and the 2023 configurator seems to show - on both Lairat and Platinum - that it’s definitely the three year “trial”.


My thoughts and feelings are similarly negative to everyone else. Eff this.

I have a 2022 Platinum, and I still have the trial.

 

[Texas Dan]

Well, we have three years. Three years is a lifetime in terms of technology. Who knows what BlueCruise will be like or what the subscription pricing will be in three years.

I will say that BlueCruise is the kind of technology governments are pushing to make driving safer. It may be that BlueCruise will be a standard feature on all Fords in three years. And maybe economies of scale and government subsidies will drive down subscription costs.

Anyway, I don’t see any point in complaining about something that may or may not happen years in the future.

 

[SilverBrewer]

I’ve been a ford customer for the last 10 years. I generally buy a new vehicle from them every year. Between the quality issues, the new fees, the dealer network, and various other issues. This will be my last one.

it is fun to drive tho

 

[Jim Lewis]

Maybe the price increase is just part of Ford's overall game plan to reach a +8% eBit margin by 2026. If so, then perhaps we get an inkling of how well those plans are going to go over .... (thud!).

https://www.f150lightningforum.com/...v-losses-for-the-first-time.14960/post-317632

 

[mattskr]

Bluecruise would need to work on almost every road (other than maybe residential neighborhoods) plus stop and go at lights in addition to the 1.2 update for me to pay...nah...nope...not even then am I paying that!!?

Hopefully the $800/yr is only for Mach-E's that have the hardware installed "free". I'd imagine they'd do this for Lightning at some point too but hopefully those that paid upfront for it (all of us) would get it for a reasonable price per year.

 

[MrRoo]

They should be paying us to beta test it. I'll let mine expire. I honestly wouldn't pay $10 a month for it with how limited it is. There is no value to it.

 

[Texas Dan]

They should be paying us to beta test it. I'll let mine expire. I honestly wouldn't pay $10 a month for it with how limited it is. There is no value to it.

How do you let a free three year subscription expire? I get the feeling you are just trolling.

 

[MrRoo]

How do you let a three year subscription expire? I get the feeling you are just trolling.

What don't you get about letting a subscription expire? Seems about as straightforward as you can get. Also I have to assume you don't know what trolling means.

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