Ford Lowers Subscription Prices for BlueCruise Technology

(Reuters) – Ford Motor (NYSE:F) Co announced on Tuesday a reduction in pricing for its hands-free driving technology, BlueCruise.

The technology is now available on select Ford models and can be purchased as a one-year plan or a one-time option.

In recent years, automakers have been striving to integrate more autonomous driving features, including lane-keep assist and adaptive cruise control, into their vehicles.

BlueCruise is operational on 97% of U.S. and Canadian highways, specifically on roads without intersections or traffic signals.

Ford has decreased the monthly subscription fee to approximately $50 from $75. Additionally, the annual plan’s cost is now $495, a significant drop from the previous $800 price.

The automaker continues to provide a 90-day complimentary trial to customers who do not select the one-year plan or one-time purchase option when ordering their vehicle.