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BlueCruise availability continues to frustrate some F-150 owners


We hoped the frustrations surrounding some Ford F-150 owners and BlueCruise technology would resolve soon. However, that does not appear to be the case according to a member of the F150gen14.com forum.

This member said: “I just got off the phone with a Ford Customer Service Manager, she told me that BlueCruise would not be available until the second half of the this year, no offer of compensation of any kind, she just kept on saying she understood my frustration.”

Is BlueCruise available for the Ford F-150?

The answer is yes and no. I asked Wesley Sherwood, a spokesperson for Ford that question. He said the main issue involves owners with early launch trucks that had the BlueCruise hardware installed but are still waiting on the software update.

“Customers who bought trucks with the feature more recently have it fully active after the software became available at the plant,” Sherwood said.

So, trucks (and Mustang Mach-Es, for that matter) that have the actual BlueCruise hardware installed but don’t have the updated software flashed in are playing the waiting game. And it’s those owners who are upset (and rightfully so) as other owners flaunt their use of BlueCruise.

When will over-the-air software update be ready?

Sherwood confirmed the over-the-air (OTA) software update that will make this hands-free tech work (on vehicles installed with the hardware) will get the update in the first quarter.

“We are already delivering BlueCruise functionality in F-150 models leaving our plants today, and Ford customers of early-launch trucks will start receiving their BlueCruise hands-free driver assist Ford Power-Up software updates over the air in the first quarter,” Sherwood said.

But, according to the post in the F150Gen14 forum, a customer service rep from Ford insinuated the software update would be delayed until the second half of this year. Ouch!

Sherwood, however, reaffirmed the first quarter delivery.

“Given the importance of this technology upgrade, we’ve retimed the BlueCruise Ford Power-Up over-the-air software update so we can deliver the highest-quality experience possible for customers,” he said. “F-150 customers who are eager to have BlueCruise capability on their eligible vehicles ahead of the software updates will be able to receive their upgrades at dealers, also in the first quarter.”

The bottom line on BlueCruise availability

It’s that age-old point of frustration when it comes to customer service: The newer customers seem to be the favored ones. So, it’s natural for the early adapters to complain about still not having this feature.

For F-150, BlueCruise is available as a part of the Ford Co-Pilot 360 Active 2.0 package for a total of $1,595 – $600 for the software and $995 for the hardware. Imagine spending that and not being able to use it? You’d be frustrated, too.

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Jimmy Dinsmore

Jimmy is News Editor for PickupTruckTalk with an expertise in new vehicles. He is also a Ford Mustang historian having authored the book Mustang by Design (available on Amazon). His second book, about the history of Ford's F-Series truck comes out next year.

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