BlueCruise is a hands-free driver assistance feature that Ford considers a viable competitor for GMs Super Cruise or Teslas Autopilot. However, it won't be available to car owners until the first quarter 2022, according to company executives Wednesday night. BlueCruise would have to be activated by Ford for selected customers in order to push an over-the air (OTA) software upgrade before 2021.
Jim Farley, Ford CEO, stated that engineers need to be more patient in order to make advanced driver assistance systems (ADAS) more user-friendly for customers during an earnings call.
Farley stated that we wanted to improve customer experience. We decided to push it back as an OTA, because we want it much easier for customers than originally planned. Consolidating the systems takes some planning. These Level 2 systems often require multiple updates to your car. It should be simple. This required a bit more effort on the part of our teams.
It should be easy. This required a bit more effort on the part of our teams.
According to the Society for Automotive Engineers, Level 2 systems work together with a variety of features like adaptive cruise control and lane-keep assistance, blindspot detection, pedestrian monitor, and stop sign detector. These systems don't make the vehicle autonomous. Drivers must remain vigilant and keep their eyes focused on the road.
Ford also installed an active driver monitoring system, which is an infrared sensor mounted on the steering column. This monitors the drivers eyes and ensures they stay on the road. Ford prequalified sections of divided highways have been mapped so drivers can theoretically take the wheel off.
Ford stated that it is currently shipping 2021 F-150 pickup trucks to customers with BlueCruise functionality and 2021 Mustang Mach-E SUVs, but that the system will not be activated until the OTA update is available.
A spokesperson stated that BlueCruise has retimed its over-the-air upgrade because of the importance of the technology upgrade.
Ford claims it will sell more than 100,000 BlueCruise-equipped vehicles in its first year based on take-rate projections and company sales.
High-tech systems are more appealing to car buyers, particularly if they promise safer and more enjoyable driving experiences. Edmunds conducted a survey in 2017 and found that 58% of car buyers would pay $1,000 more to have active safety features.
As automakers strive to offer more advanced systems to their customers, the ADAS has become highly competitive in the automotive industry. GM has just announced a new version called Ultra Cruise of Super Cruise. It will be available in 2023 and cover 95 percent all driving scenarios. Tesla continues to push its Full Self-Driving beta software, despite warnings by regulators that it is misleadingly marketed as a fully autonomous system.
