Ford’s plans for self-driving cars: could vs. should

Published: 07 November 2024

► Ford’s autonomous tech approved for use in GB
► Available on 2023 Mustang Mach-E models
► But only in specific geo-fenced areas
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Ford was the first manufacturer to bring a ‘hands-off, eyes-on’ semi-autonomous driving system to the mass market. It’s called BlueCruise, it’s available on the Mustang Mach-E and it was approved for use in 2023 in England, Scotland and Wales. Whether or not Ford continues with the technology remains to be seen, though.

The new Explorer and Capri aren’t available with BlueCruise, probably because they’re both based on Volkswagen’s MEB technology. Retrofitting Ford’s technology to a different manufacturer’s platform would have been a nightmarish task. Just ask anyone who’s had to move all their applications from an Apple phone to an Android.

Ford Mustang Mach-E: front three quarter driving, silver paint

Ford’s rivals haven’t been standing still, either. Tesla recently unveiled its driverless Robotaxi, which the company says will be on the road from 2027. We’ve also sampled Mercedes’ self-driving tech and the UK government has now laid the foundations for self-driving cars to legally use our roads – so the number of systems will only keep growing.

But what is BlueCruise? Does it have a future? And what do Ford’s executives think of the upcoming automous car revolution? Scroll down to find out.

What is Ford BlueCruise?

BlueCruise was launched in North America first, on the F-150 Lightning and Mustang Mach-E. As the latter vehicle in the only one we can have officially UK, that’s your only option if you want the technology.

It’s a Level 2.5 autonomous driving system. That means it can control the car’s speed and steering, providing the driver remains alert and ready to regain control should the system get overwhelmed. For safety, the tech is currently only allowed to be used within certain geofenced area (like motorways and major A-roads).

BlueCruise is already compatible with most of the major motorways in the UK. So, if you want, you can use it to drive from London to Glasgow, providing you follow the M1, M6 and M74. It works at speeds of up 80mph and uses a suite of cameras, radar and sensors to monitor both the prevailing speed limit and the car’s position on the road.

Ford’s tech works a lot like General Motors’ Super Cruise system. It also uses maps to its advantage – and using GPS data gives both these systems an advantage over ones like Tesla’s Autopilot. In fact, only VW Group offers something similar with its Travel Assist, which slows your car down when it detects a sharp bend or roundabout ahead.

If you buy a Mustang Mach-E fresh from the showroom, you get a free 90-day subscription to BlueCruise. After that, Ford will charge you £17.99 per month to keep the tech activated.

Ford Mustang Mach-E: rear three quarter driving, silver paint

Engineers and developers undertook around 100,000 miles of testing on Europe’s roads to make sure BlueCruise worked safely. That’s in addition to the 600,000-odd miles of testing already conducted in the US and Canada.

Torsten Wey, chief ADAS engineer at Ford Europe, said: ‘There’s a good reason why Ford BlueCruise is the first hands-free driving system of its kind to be cleared for use in a European country: We’ve proven that it can support the driver while still requiring that they keep their eyes on the road.’

Is Ford ready for fully autonomous cars?

Ford can’t simply ignore them. That would be a terrible business decision. But the brand’s design team doesn’t seem that impressed. Mürat Guler, Ford’s design lead for the Capri and Puma EVs, offered us his opinion on where self-driving cars were heading – and he took a rather dim view of the technology.

‘I mean [self-driving tech is] a little bit scary but, at the same time, a mega opportunity. It’s practical. But for design and for designers, I think it might be a little bit boring. I’m not sure, exactly. But if I see this Tesla little Robotaxi, I’m not excited about it.’

We also quizzed Guler about whether he reckoned we were marching towards a future in which certain car brands will build autonomous cars and certain brands (such as Ford, who has always focused on building normal cars for people who love driving) will steer clear of them. He said:

‘It’s such a difficult thing to foresee this because I think you will have to have the technology – you will have to have it. I’m not sure. I’m not sure if our company needs to get into this game of building robotaxis. From a business point of view, it’s very difficult to judge It’s a tough question.

‘I mean, you see, Tesla launched [the Robotaxi and Robovan] two weeks ago and they made a big show – but no one was impressed. The investment community, they analysed maybe more than us because they want to see if it’s their money’s worth – and they lost like 10 percent of the stock value because they could see through some of the things that were maybe not really…’ He paused for thought. ‘They were kind of overselling it at the end.

‘How all companies kind of participate in this, I’m not quite sure. But when that day comes and we have robotaxis available to customers, it’s going to be big. It’s going to change everything. It’s going to change the design; it’s going to change the way you sit in the car. It’s going to change society. I think it’s a real big deal. It’s a little bit scary, but I think we just have to keep an open mind.’

Guler isn’t alone in his fear of the autonomous revolution. In mid-2024, Renault announced that it was halting development on autonomous cars for private buyers. The company said it will not push its cars past Level 2, as the technology was too expensive and its customers don’t want it.

Instead, Renault will focus its efforts on building autonomous public transport vehicles, as there’s a greater demand and need in that sector. Who knows? Maybe Ford will take the same stance. Only time (and a few more customer focus groups) will tell.

By Luke Wilkinson

Deputy Editor of Parkers. Unhealthy obsession with classic Minis and old Alfas. Impenetrable Cumbrian accent

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