Ford Expands BlueCruise Availability with Complimentary Trial, Monthly Or Annual Activation

[Logal727]

It's in the first post.

BlueCruise activation for Ford customers costs $2,100 for three years at time of order or vehicle purchase. If a customer chooses not to activate upfront, after their complimentary trial they can choose an annual plan for $800 or a monthly plan for $75. If a customer chooses to forego activating BlueCruise, they can continue to experience Adaptive Cruise Control, which lets the driver set a cruising speed and distance from the vehicle ahead, including in stop-and-go traffic.

Yeah I glazed over it the first time because of all the pr speak

Sponsored

 

[SWO]

Even monthly, that price is a complete non-starter. What a ridiculous cost for that service.

Yep. I could entertain a monthly subscription for a road trip but paying $75 just so you don't have to touch thr wheel is completely bonkers. Whomever thought this up should be fired.

 

[A-A-Ron]

now just fix the price to $600 for 3-yrs, $210/yr, and $20/month and you'll have a winner. ?

250/100/10

 

[KevinS]

"Welcome to Ford, Peter Stern. By the way, we're rolling out our new BlueCruise subscription pricing today. Let me show you to your new office!"

 

[mikeinet]

I had a buddy with a Tesla tell me that you can sign up for their auto driving on a monthly basis...he does it when they have a big trip and then cancels it.

interesting potential approach too

 

[Hammered]

I just want the code stack. Hands free is useless to me, especially with not-so-long a-weighted fix.

 

[superdave80]

they're going to be fighting a downhill battle

Is that better or worse than an uphill battle?

 

[ctenidae]

In fact, 82% of respondents who had experienced a free trial or an existing connected service plan said they would “definitely” or “probably” consider purchasing a connected service on a future new vehicle purchase.

I bet that survey was taken before the $800 price increase. I bet that 82% has dropped big time now.

I love the marketing wankiteering that goes on- I am 100% absolutely, no doubt about it, for certain, cross my heart hope to die, stick a needle in my eye, for sure totally sure that I will "consider purchasing a connected service..." The odds are nearly as high that I will opt to not buy it, but I will certainly consider it.

I die a little inside when I read survey questions, and a little more when I read the results and think of the decisions that will get made based on it. Who wouldn't consider buying it? If you look at the car and decide not to buy the service, you've still considered it. Such terrible questions...

 

[ctenidae]

Is that better or worse than an uphill battle?

Depends on if you know how to coast, I think.

 

[VindictivePantz]

Subscription software has high margin after a certain period of time; they should look at keeping this price very low as a differentiator.

All car companies will be trying to nickel and dime their customers with "add-ons" - it's too lucrative, but people are going to pushback (see BMW.)

Ford would gain some PR points by keeping the price low and accessible, or bundling their other subscription services with it at a deeper discount. No pun intended, but they need to stay in their lane and not try to be a luxury manufacturer and keep things affordable for the average driver.

They have a chance to set the tone in the market while they figure out how to be more efficient on the manufacturing side. Horse is out of the barn, but in 6 months, they could make a big deal of a price drop and gain some eyeballs.

 

[Hammered]

The trick for software as a service is to price it where everyone tries it and the cost is such that they're not shocked about it showing up each month and just keep it. I won't be renewing anything from ford be it nav or otherwise. I pay my $15/mo for my unlimited vehicle data and that's it --- and that goes directly to one of the NSA's services arm, aka ATT.

 

[67 Stang Convertible]

Definitely, not the "Henry Ford" approach. His way was to get the tech/cars price down so the "average Joe" could afford it.

 

[leeman]

Yeah I can't say that I even use it it seems like a waste of time and technology to drive down the roads with your hands in your lap it's silly

 

[azerik]

Is that better or worse than an uphill battle?

They would at least have regenerative breaking (pun intended) as a feature

 

[RickMachE]

Yeah I can't say that I even use it it seems like a waste of time and technology to drive down the roads with your hands in your lap it's silly

If you ever drive a long trip, you should try it. It's not silly, it results in a much more relaxing drive. We recently used it on a 2,950 trip from Michigan to Florida, up to SC, and back to Michigan. It's great!

But, I'm not paying $800 a year for it. And, I would have to think long and hard about $75 for a month.

Sponsored