How much is BlueCruise Worth To You?

[Aahhcc11]

I’m sure something like this has been posted before, but my BlueCruise subscription actually expires today, so it’s top of mind…

I know there are lots of people out there who think $800/year is too expensive for the BlueCruise subscription… I’m one of them. As I was writing this post, I received a push notification reminding me of the decision that’s upon me (screenshot attached).

I also know some were promised $200/year when they purchased their ’21s or ’22s. This drastic price hike feels unjustified to many of us.

The way I look at it, Ford is leaving a ton of money on the table with their current pricing scheme. If they looked at it from a product lens, the more people using it, the more data they can capture and analyze, leading to better development and enhancements for versions 1.4, 1.5, and beyond.

Moreover, if the price were more reasonable, more people would be inclined to renew their subscriptions.

So, what’s it worth to you? Be realistic—developing, maintaining, and enhancing such a system does cost money.

For me, it’s a shame, but the answer is easy… $800/year is about twice what I’d be willing to pay, especially since I can’t use it all the time. I would primarily use it on long drives or in bumper-to-bumper traffic, which I don’t encounter too often anymore.

@Ford Motor Company please take note.

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[Sikkun]

I will pay for it at the current monthly price on the month I actually travel a bunch. Outside of that it doesn’t get used.

If did interstate travel all the time would I pay the $800? Probably.

 

[jetermeyer]

I have paid the $200/yr for the next 3 years (job1 currently 1.0). But I expect to get continual updates. If that doesn't happen then my answer would be I wouldn't pay anything extra. They don't have to be frequent updates unless their is a serious issue. I may regret that I paid the extra since it has been 3.5 yrs with no update.

 

[RickMachE]

Discussed many times.

 

[timbop]

They definitely are in the small part of the price/adoption rate curve. I originally thought they were being foolishly short sighted, but maybe there is more to it than income? Companies like Ford are scared to death of liability, so maybe they don't really care about the take rate?

At 800/yr I would be shocked if the take rate on renewals was more than 5%, which nets them on average $40/customer. At $100/yr I bet it would be in the 75% take rate range, netting them $75/customer. Since the hardware is already in the cars it costs them virtually 0 to sell more subscriptions, so they're being dumb by charging a premium. Or, like I said the lawyers have them paranoid about liability and they want BC as a bragging feature no one actually uses?

 

[Otto klub]

Discussed many times.

Yes it has. One question I have never seen answered, does the car have cruise without buying blue cruise?

 

[RickMachE]

Yes it has. One question I have never seen answered, does the car have cruise without buying blue cruise?

Also discussed often. Yes. Just not handsfree.

 

[byoungblood]

I use it almost daily, but it only works on maybe 35-40% of my commute. Mainly because of the curves it can't negotiate and disengagements due to poorly marked on/off ramps.

I am universally opposed to "feature as a subscription" products on principle. I can see paying for feature and mapping updates, but just to continue to use the software installed in the vehicle as it sits? No.

Since I doubt Ford will ever allow owners just to keep what they have, I will probably let my BC "trial" lapse.

 

[timbop]

... One question I have never seen answered, does the car have cruise without buying blue cruise?

Absolutely yes.

 

[McSquashy]

My '23 job 1 came with 3 years of Bluecruise. In the 4-ish months that I've owned the car, I've only had an opportunity to use it once. I was excited to try Bluecruise, but a bit let down by the actual experience. Considering how infrequently I drive my Mach-E on the highway, Bluecruise is more of a novelty than a must-have feature. As it where, it's not something that I'm willing to pay anything for.

 

[Willymy]

I gave a 2021 RWD Premium Ext Battery. Currently in year 3 of the 3-year free trial. I like using hands free but would really like to see how the next generation works before shelling out any more $'s. So far, no update

 

[awp0]

As a 2022 owner, the current price is quadruple what was advertised to me when I bought the car. It's a bait-and-switch. So I won't pay more than $200/year, and I probably won't buy another Ford. Overreacting? Sure, but I guess I'm unusually sensitive to feeling scammed.

Just to add salt to the wound, I'll point out that my sticker lists the feature but doesn't state anything about a trial period or required subscription. I'm not going to say I personally didn't know about it, but it speaks to how shady this whole situation is. I'm sure there's some fine print buried deep in a document I signed, but this feels quite unethical to me.

 

[Otto klub]

Absolutely yes.

Thank you. I would hope folks considering an EV know you do get a cruise without paying ford monthly.

 

[AKgrampy]

Thank you. I would hope folks considering an EV know you do get a cruise without paying ford monthly.

As a person who ordered a Mach without BC I can tell you the sticker still indicated cruise. I can’t remember how it was labeled but it was a called-out feature.

 

[phil]

It's not worth anything. BlueCruise hands-free makes my drive less comfortable, and less safe. My answer is $0.

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