Ford has announced a significant price increase for its hands-free highway driving system BlueCruise for Mustang Mach-E owners. The announcement was shared on the Mach-E forum earlier this month and the changes have not gone over well with owners.
According to a dealer bulletin shared on the forum on May 4, customers purchasing a new Mustang Mach-E will have the option to include BlueCruise at the time of purchase for $2,100USD. That price will cover a 3-year subscription period. Alternatively, if customers choose not to subscribe initially, they will receive a complimentary 90-day trial of the service.
For existing Mustang Mach-E owners, the renewal cost for BlueCruise will be $75 per month, or for a small discount owners can pay $800 per year at the end of the initial subscription or trial period. This is a substantial increase from the $200 per year (or about $16 per month) owners were previously paying.
Naturally the news didn’t go over well with owners on the forum, with the overwhelming majority saying they would never pay that amount of money for a system that only works on a limited number of pre-mapped highways across the US. “I would do $10/month. I don’t use it nearly often enough to justify $75/month…,” wrote one user. “Short of something that more closely approximates Tesla’s FSD, I would not consider paying that price. Not even close,” wrote another.
The feedback was so strong that Ford themselves replied on the forum to clarify things, but it didn’t help matters with the thread exploding to nearly 30 pages long after their response, with many suggesting the take-rate will drop to near zero when it comes time for owners ti renew their existing subscription.
Given the amount of negative feedback on their new pricing structure, it would not be surprising to see Ford reverse course and go back to their original BlueCruise subscription pricing.
