Ford has responded to dealer and customer feedback by significantly reducing the subscription cost for its BlueCruise driver assistance feature. The new pricing is $49.99 monthly or $495 annually, down from $75 and $800, respectively. This decision highlights Ford's commitment to improving accessibility while addressing any concerns surrounding the service.
Despite the pricing strategy aimed at increasing adoption, BlueCruise remains under scrutiny following two tragic crashes involving its use. Investigations into these incidents could impact consumer trust, making Ford's pricing alterations a necessary move to sustain interest in what is an essential element of its tech-forward vehicle strategy.
The automaker's adjustments also include a one-time purchase option for $2,495, allowing buyers to maintain the BlueCruise service for at least seven years without further payments, provided the service is available. However, this subscription cannot be transferred to another vehicle, which may present limitations for some customers.
In conjunction with lowering BlueCruise costs, Ford is promoting electric vehicles by offering a complimentary home charger and covering installation. This dual approach indicates Ford's strategy to enhance customer experience and product adoption amidst evolving market dynamics.
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