Ford, the legendary Detroit automaker, has switched lanes from traditional automotive production to incorporate hands-free driving technology as a standard feature in its many upcoming vehicles. This transitions Ford further into the software business, accelerating its way further down Tesla’s route.
The company announced Monday that it is investing more heavily into software by integrating its hands-free, driver-assist system, BlueCruise, as a standard feature in future releases. Except for Mustang Mach-E, Ford had traditionally offered the hands-off driving feature as an optional add-on during the purchase of new vehicles. Now, with this innovative technology becoming standard, Ford exhibits a clear shift towards a more software-focused automobile landscape, similar to Tesla’s format.
Ford’s subscription highlights the company’s intent to democratize advanced driver-assist systems beyond their current customer base. This eliminates the requirement for car buyers to make up their minds at the moment of purchase. This is particularly beneficial for used car customers who may value feature enhancements that the previous owner did not. But such premium technology comes at a price: upfront access to three years of this service attached to a new Ford vehicle will cost $2,100. If consumers decide to opt-in later, the company will offer free trials before shifting to an $800 per year or $75 per month subscription model.
Though Ford’s entry into the driver-assist software game might seem tardy, the automaker has gained a competitive edge by offering a slightly more wallet-friendly subscription model when compared to other big names in the industry.
Ford has a substantial roadmap ahead. The manufacturer plans to incorporate the necessary hands-free technology into about half a million vehicles for the 2024 model year in North America. The impressive lineup includes the F-150 Lightning, F-150, Expedition, Lincoln Navigator, and Nautilus, offering a wide selection for consumers with varying tastes in car categories. This strategy by Ford underlines the automaker’s commitment to its software expansion, first hinted in May.
With driving technologies fast evolving, owning a car seems more like subscribing to a moving smartphone – a depiction of the convergence of two industries once thought mutually exclusive. As Ford drives deeper into this sophisticated and tech-savvy environment, it stands to rival Tesla’s strong foothold in the driver-assist subscription market. However, it remains to be seen how consumers will respond to these premium subscription models and whether this approach will be the new norm in the auto-industry.
Ford’s deep dive into the software realm marks an industry-wide shift towards a future where hands-free driving could be as commonplace as cruise control. With its robust plan for the future and a competitive pricing model, Ford is seemingly redefining the architecture of the automobile industry by converging hardware and software. But is this move bold or risky? Only time will reveal the result as Ford sets out on this revolutionary journey.
