Ford has shifted the payment structure of its advanced driver assistance system (ADAS), Blue Cruise, to offer the technology on a subscription basis.

Previously, customers had to opt for the technology at the point of purchasing the vehicle. As per the payment structure, the vehicles will already be equipped with the hardware and the customers will be able to activate the feature by paying a monthly (at USD 75 per month) or an annual (at USD 800 per year) subscription for the service. The customers also have the option of opting for the service at a dealership with a three-year commitment, for USD 2,100.

The subscription-based model will initially be available for Ford Mustang Mach-E and will eventually for all 2024-model year vehicles that offer BlueCruise, such as F-150 Lightning, Ford F-150, and Ford Expedition.

At present, BlueCruise is available in 225,000 vehicles, with plans to install the feature in an additional 500,000 by the end of 2024. The company claims that the feature works on 97% of controlled access highways in the US and Canada. 

Ford is the latest player to adapt a subscription-based ADAS offering. Tesla and GM also currently offer subscription-based ADAS solutions with Tesla’s Full Self-Driving feature offered on a monthly subscription of USD 199 and GM’s Super Cruise at an upfront cost of USD 2,500 with a monthly subscription cost.