Ford BlueCruise: Hands-Free Driving System Challenges Tesla & GM

Ford Introduces Hands-Free Driving Technology

Ford is preparing to launch its new hands-free driving system on the 2021 F-150 pickup truck and select 2021 Mustang Mach-E models. This functionality will be delivered through a software update later this year, positioning Ford to compete directly with similar technologies offered by Tesla and General Motors.

Extensive Testing and Safety Features

The hands-free capability integrates cameras, radar sensors, and advanced software to deliver adaptive cruise control, lane centering, and speed-sign recognition. Ford highlighted that the system has been rigorously tested over 500,000 miles during development. This emphasis on testing was subtly contrasted with Tesla’s practice of releasing beta software to its customer base.

An in-cabin camera is a key component, monitoring the driver’s eye gaze and head position to confirm attentiveness and ensure focus remains on the road.

Availability and Operational Parameters

This system will be accessible on vehicles already equipped with Ford’s Co-Pilot360 Technology. Initially, it will function exclusively on designated sections of divided highways. The rollout, via software updates, will cover over 100,000 miles of North American highways.

Cost of Implementation

The BlueCruise software package, including a three-year service period, is priced at $600. Additional hardware costs will vary depending on the vehicle model.

• For F-150 owners, the hardware upgrade will cost $995.
• Owners of specific Mustang Mach-E variants will need to pay $2,600 for the hardware.

BlueCruise is included as standard equipment on the Mustang Mach-E CA Route 1, Premium, and First Edition trims.

Competitive Landscape

While numerous automakers provide driver assistance features, Ford is specifically targeting market share from GM and Tesla, the leaders in advanced driver-assistance systems (ADAS). Successfully convincing consumers of the system’s value is crucial to achieving Ford’s goal of selling over 100,000 vehicles equipped with BlueCruise within the first year.

Comparison with Competitor Systems

GM’s Super Cruise utilizes lidar map data, high-precision GPS, cameras, and radar sensors, alongside a driver attention system. Unlike Tesla’s Autopilot, Super Cruise does not require drivers to maintain constant hand contact with the steering wheel, but it does necessitate that their eyes remain focused forward.

Tesla’s Autopilot also combines camera and radar sensors with substantial computing power and sophisticated software. Standard on all new Tesla vehicles, Autopilot automates steering, acceleration, and braking within a lane. Tesla employs a steering wheel torque sensor to monitor driver attention, though workarounds allowing hands-free operation have been documented.

Tesla’s Full Self-Driving (FSD) capability, an upgrade costing $10,000, offers enhanced driver-assist functions like automatic lane changes, traffic light and stop sign recognition, and navigation with automated lane change suggestions. It is important to note that FSD is not a fully autonomous system.

User Experience and Future Enhancements

Ford’s system provides feedback to drivers through visual cues, including text displays and blue lighting in the instrument cluster, designed to be accessible even for individuals with color blindness.

The BlueCruise technology will be expanded to other Ford vehicle models in the future, with ongoing software updates planned for continuous improvement. Future updates will include features such as lane changes initiated by tapping the turn signal and automatic speed adjustments for roundabouts and curves. Regular mapping updates are also planned.