#BlueCruise

Lincoln Aviator sales slipped in 2023, but the automaker is looking ahead to 2025 with a refreshed SUV that it hopes will boost interest in the three-row premium model. The 2025 Aviator picks up new available features, including BlueCruise and updated styling elements that give it a more modern look.

I’ve tested Cadillac’s Super Cruise twice this year, and I had my first taste of Ford’s BlueCruise autonomous system last year.

As a journalist who covers the automotive industry, I have plenty of opinions about autonomous driving – mainly, I don’t believe we’ll see full Level 5 anytime soon. As a journalist who’s also been able to actually test AV systems, I have come to the conclusion that for now, at least, using an AV system leaves you with very mixed feelings. Especially if you’re a car enthusiast and not someone who merely uses your car as a means of conveyance.

I or another staffer has probably asked this QOTD before, and it will probably come up again, but hands-free driving is fresh in my mind.

Last month, General Motors filed a trademark infringement lawsuit against Ford’s use of the term BlueCruise for its SAE Level 2 advanced driving assistance suite. GM has argued the phrase is too close to its own SuperCruise system and wants Blue Oval to ditch the name for something else. Ford recently filed a motion asking the US District Court in San Francisco to throw out the case, as it believes the term cruise is common enough to qualify as ubiquitous.

This is the industrial equivalent of two of your friends screeching at each other because one of them wanted to name their youngest son Landon while the other already named their kid Langston. Though the manufacturer’s feud may be dumber because it’s not exactly like we’ve recently started affixing the word cruise to the systems found inside automobiles.

On Wednesday, Ford Motor Co. announced its upcoming hands-free driver-assist system intended to rival Tesla’s Autopilot or General Motors SuperCruise. The service, which the manufacturer has renamed BlueCruise, will be available on top trimmed “Mustang” Mach-E crossovers and F-150 pickup trucks via over-the-air-updates in the third quarter of 2021.

It will not be free, however.

Even though Ford has promised highly competitive pricing, customers will need to have purchased vehicles equipped with the necessary hardware (including driver monitoring cameras) before they’ll be eligible to spend the additional $600 Ford is asking for the privilege of using BlueCruise for three years. While more affordable than the competition, it still seems a lot to spend on a vehicle so you can pretend it’s self-driving – especially since the company failed to make it sound like it would be any more advanced than what’s being offered on Tesla and Cadillac vehicles that similarly cannot drive themselves.