In a new twist, Ford’s gearing towards software-centric enhancements as the auto industry steers towards an accelerated digital evolution. Echoing Tesla’s strategy, the Detroit-based car manufacturer announced on Monday that it’s integrating its hands-off driving hardware, BlueCruise, as a standard feature in a host of its prospective vehicle iterations. This move underlines the metaphorical metamorphosis in Ford’s business model, showing that the motor giant is swiftly adapting to the digital age’s demands.
The spectacular part about Ford’s switch to hands-free driving accessibility is the customer-friendly approach. As per the new configuration, the uncertainty revolving around the decision to try BlueCruise upon purchasing a new Ford vehicle is eradicated. Now, the decision of embracing advanced features doesn’t have to be immediate. Instead, the buyers can opt for BlueCruise at their leisure after purchasing the vehicle, or even while purchasing a used-car. Such flexibility enables potential buyers to determine if these features align with their prompt exigencies.
However, the privilege of time-bound decision-making doesn’t come without incurring a substantial cost. The subscription-based approach adapted by Ford, similar to Tesla’s driver-assist subscriptions, extracts a significant outlay from buyers. If a new vehicle buyer decides to go for BlueCruise at the time of purchase, it implies an upfront cost of $2,100 for a three-year accessibility tenure. Meanwhile, those who choose to test waters via free trials before confirming their choice would be charged $800 per year or $75 per month. Interesting how this makes the consumer the driver of their purchase decisions – literally and figuratively.
Even though Ford seems to lag in the software game, its hands-off driving feature comes as a less-costly subscription option, which might play into their advantage in the auto-manufacturing race.
Shifting the focus from offering the hands-free driving feature as an optional addition to only new Ford vehicles, excluding the Mustang Mach-E model, the automobile giants are now making it a more encompassing state of affairs. Reportedly, moving forward, Ford aims to imbibe the BlueCruise technology into “500,000 vehicles for the 2024 model year in North America across Ford and Lincoln.” These models include the likes of F-150 Lightning, F-150, Expedition, Lincoln Navigator, and Nautilus. The intentions of gargantuan strides towards this direction came into light back in May.
This initiation of a software-centric approach signals the oncoming wave of change not just in Ford’s business paradigm but also in the automobile industry as a whole. The pivot to software from traditional manufacturing is no small transposition. Still, it fits perfectly into the contemporary pattern of industry progressions, which lean heavily on integrating technology at the core of the operations.
Going by the present narrative, Ford’s adoption of the Tesla-like model, with its hands-off driving hardware, is just the beginning. The industry is on the cusp of an era in which concepts like self-driving, electric vehicle technology, and other futuristic ideas will become the norm rather than outliers. Ford’s drive into the software lane merely marks the start of this anticipated revolution in the auto-manufacturing landscape.
Indeed, change is not without its challenges and Ford’s shift to a subscription-based software model may have its own share of speedbreakers. Nevertheless, as the Detroit automaker continues its drive towards Tesla-ification, the technological amplification of automobiles seems to be accelerating at a promising pace, ensuring an intriguing journey for all players in the sector. Buckle up, folks, because the ride into the automobile future is in full swing!
