Car technology is constantly evolving. In 2021, Ford introduced BlueCruise, designed to make highway driving easier. Though the hands-free driving feature doesn’t replace human engagement, it’s an appealing convenience. But now that BlueCruise is catching on, the company seems to be punishing the people who use the subscription service.

What is Ford BlueCruise, and how many drivers use it?

BlueCruise is available in select Ford and Lincoln models, and more than 200,000 drivers use it.

The feature allows hands-free driving on prequalified stretches of divided highways called Hands-Free Blue Zones, which make up over 130,000 miles of U.S. roads. The system allows users to drive hands-free while being monitored by a driver-facing camera that ensures their eyes stay on the road for safety.

Consumer Reports even named BlueCruise the top-rated active driving-assistance system this year.​

“Systems like BlueCruise are an important advancement that can help make driving easier and less stressful, Jake Fisher, the senior director of auto testing for Consumer Reports, says. “It can allow drivers to relax their grip and even periodically let go of the steering wheel.”

Fisher adds that systems like BlueCruise “can have safety benefits, such as potentially keeping you from crossing over a lane line into opposing traffic in a moment of inattention.”

Ford increased the price of BlueCruise while it’s gaining popularity

BlueCruise has been picking up steam as more consumers use the driver-assitance system. However, it saw a significant price increase.

Ford Authority reports the feature has exploded in popularity, and the nearly 200,000 users have traveled more than 70 million miles with BlueCruise engaged. However, it’s becoming more expensive to use. BlueCruise was originally available with one option: a three-year subscription for $600.

A price hike came pretty quickly, and the same three-year subscription now costs $2,100, more than triple the initial cost. Customers can also pay $75 per month or $800 a year after their 90-day trial period ends, and they aren’t happy.

“This is a non-starter,” one customer says (via Ford Authority). “Seriously, just the offer is an insult to your customers and is a stain on the customer relationship. You have to do better.”

Another writes, “I am a big, big fan of BC … except at $800/yr. They can take a walk with that nonsense.”

Will the move make people sour at the idea of subscription-based car features?

It seems strange Ford appears to be punishing people who use the subscription service, and drivers are wondering why. Customers haven’t been keeping quiet about their disappointment over the 300% price increase.

According to CarScoops, some feel frustrated and misled. Ford said of the price increase that it is “changing the way they offer BlueCruise to customers.”

People have been vocal about not renewing the service once their subscription ends. One user in a Ford Mustang Mach-E forum went so far as to say he hoped “Ford’s market pricing research consultants were cheap so you can afford to redo it when renewal take rate is near zero.”