Apr 2021

Ford’s “BlueCruise” Hands-Free System Comes in at $600

Ford Motor Co.’s upcoming hands-free driver-assist system has a new name: BlueCruise. Previously referred to as Active Drive Assist, the feature will go live in the 3rd quarter on Ford’s Mustang Mach-E crossover and F-150 pickup. Ford said Wednesday that BlueCruise software, activated through an over-the-air-update, will cost $600 for a three-year subscription, on top of the price of the hardware that varies by vehicle.

The feature finally will give Ford an answer to General Motors’ Super Cruise and Tesla’s Autopilot systems, although Ford has vowed to make BlueCruise more intuitive.