Ford’s BlueCruise Driver Assist Update Delayed

Ford’s BlueCruise, the automaker’s hands-free assist feature, will not receive any over-the-air (OTA) software update until the first half of 2022. The competitor to GM’s Super Cruise and Tesla autopilot made the announcement on October 27th (2021). The initial plan was to release the first round of OTA updates for the most exclusive Ford customers before the ball drops.

After an earnings call with investors, Ford CEO Jim Farley stated the Ford engineers needed just a bit more time to simplify maneuvering through the advanced driver assistance system (ADAS).   

“We wanted to improve the customer experience. So we pushed it back in terms of an OTA because we want it to be much simpler for the customer than was originally planned. And that takes a little planning to consolidate. Often these Level 2 systems require multiple updates to the car. We want it to be very simple. That took a little bit more work on our team’s part.” -Ford CEO, Jim Farley 

The Society for Automotive Engineers defined the Level 2 systems as automation that collaborates with a slew of distinct features: 

• Adaptive cruise control 
• Automatic emergency braking 
• Lane-keep assist
• Blindspot detection 
• Pedestrian monitoring
• Stop sign detection 

The ADAS also holds an infrared sensor located in the steering column, tracking the driver’s eyes, assuring the driver’s eyes remain on the road. The infrared sensor is excellent for all those texters and individuals glued to a phone with no notifications. But the sensor also allows for drivers to remove their hands from the steering wheel on prequalified sections of a divided highway mapped by Ford. 

Ford is currently shipping the 2021 F-150 pickup and the 2021 Mustang Mach-E SUV to customers with BlueCruise functionality. However, the BlueCruise functionality won’t receive an  OTA update until 2022. 

Ford anticipates over 100,000 vehicles sold with BlueCruise within its first year, all based on sales and take-rate projections. 

Since its release, ADAS has grown tremendously in a highly competitive industry. As a result, automakers are scrambling to create the best-advanced system for consumers.GM recently unveiled the new variation of Super Cruise, Ultra Cruise. GM’s Ultra Cruise will ship by 2023 and is rumored to cover up to 95 percent of all driving scenarios.

Tesla is also pushing ADAS with the Full Self-Driving beta software. Unfortunately, the Full Self-Driving mode has received some flak from government regulators because of the system’s deception as a fully autonomous vehicle.    

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