Ford already raises BlueCruise subscription price to $800 annually and owners are not happy

For owners of Mustang Mach-Es, Ford has announced a hefty price hike for BlueCruise, their hands-free highway driving system. The statement was made earlier this month on the Mach-E forum, and owners have not been pleased with the revisions.

Customers purchasing a new Mustang Mach-E will have the option to add BlueCruise for $2,100USD at the time of purchase, according to a dealer advisory posted on the forum on May 4. That amount will pay for a subscription for three years. Alternatively, clients will get a free 90-day trial of the service if they decide not to subscribe at first.

Owners on the site were understandably upset by the news, with the vast majority stating that they would never spend that much money on a system that only functions on a select group of pre-mapped highways in the US.

Ford responded to the forum to address the concerns raised after receiving such a barrage of negative feedback, but this did little to alleviate the situation as the thread quickly expanded to nearly 30 pages, with many speculating that the take-rate will be close to zero when it comes time for owners to renew their current subscription.

Ford might decide to change course and return to the former BlueCruise subscription cost given the volume of complaints about their new pricing structure.