Ford has significantly reduced the price of its BlueCruise hands-free driver-assist subscription, nearly halving it. Before October 1, the system was priced at $2,100 for three years, $800 for one year, or $75 per month. Now, it can be purchased for $495 annually, or $49.99 per month. Alternatively, there is a new one-time purchase option available for $2,495. The three-year subscription plan has been discontinued.
There are some conditions attached to the one-time purchase. Ford states that the $2,495 option will provide the service for a minimum of seven years, but it is not transferrable if the vehicle is sold. This means that a used Ford will not come with BlueCruise pre-installed. The fine print also clarifies that new buyers will not have to pay additional subscription fees beyond seven years, provided the service remains available.
Initially offered only on the Mustang Mach-E and F-150 Lightning EVs, BlueCruise is now available for the F-150, Expedition, Explorer, and all Lincoln models. A one-year subscription is standard on certain trims, but all trim levels with BlueCruise will include a complimentary 90-day trial to allow new buyers to experience the system. According to Ford, both the yearly subscription and the one-time purchase option can be completed at the dealership post-delivery as an upgrade. The monthly subscription is available at any time and is designed for buyers who may only use the system occasionally.
Ford did not provide a reason for the price reduction, but it is widely known that buyers are generally dissatisfied with subscription services. By lowering the cost of BlueCruise and offering it as a one-time option, Ford may make the technology more attractive to potential customers. However, those who previously purchased an $800 annual subscription for their 2025 Ford will not benefit from the new pricing. A company spokesperson stated to Motor1, "The new annual and monthly BlueCruise pricing went into effect as of October 1, 2024. As with all our products and services, BlueCruise pricing is subject to change. Annual and monthly transactions made before this date will not be adjusted. Customers who have activated monthly or annually will receive the new price at their next payment."
