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Ford slashes annual, monthly prices for hands-free driving service

Published 10/01/2024, 09:37 AM
Updated 10/01/2024, 09:42 AM
© Reuters. A visitor is reflected as he takes pictures of a new Ford Aspire car during its launch in New Delhi, India, October 4, 2018. Picture taken October 4, 2018. REUTERS/Anushree Fadnavis/File Photo
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(Reuters) - Ford Motor (NYSE:F) Co said on Tuesday it will lower the annual and monthly subscription prices for its hands-free driving technology.

Dubbed BlueCruise, the technology is available on certain Ford models and will now be offered as both a one-year plan and a one-time purchase option.

Automakers have been trying to incorporate more autonomous driving features such as lane-keep assist and adaptive cruise control on their vehicles over the past few years.

BlueCruise operates on 97% of U.S. and Canadian highways with no intersections or traffic signals.

© Reuters. A visitor is reflected as he takes pictures of a new Ford Aspire car during its launch in New Delhi, India, October 4, 2018. Picture taken October 4, 2018. REUTERS/Anushree Fadnavis/File Photo

Ford lowered the monthly price for the subscription to about $50 from $75. The annual plan will now cost $495, nearly half of the older price tag of $800.

The automaker added it will continue to offer a 90-day complimentary trial to customers who do not opt for the one-year plan or the one-time purchase at time of ordering the vehicle.

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