Fordel StudiosFord has an AI assistant and new hands-free BlueCruise tech on the way
What Happened
Ford says the new generation of BlueCruise will be 30% cheaper to build than the current technology.
Our Take
30% cheaper to build is solid manufacturing, I'll give Ford that. But here's the thing — it means the old tech was bloated. BlueCruise is still divided-highways-only, same as GM's Super Cruise, same as Tesla's highway assist. Cheaper to build doesn't translate to cheaper for customers (it won't). Ford's just going to pocket the margin.
The real question isn't whether they can build it cheaper — it's whether anyone actually wants to pay for hands-off driving on highways. I'm guessing adoption stays flat.
What To Do
Watch Ford's retail pricing when they announce. If costs don't drop to customers, this was pure margin expansion.
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