(Reuters) – Ford Motor (NYSE:) Co said on Tuesday it will cut annual and monthly subscription prices for its hands-free driving technology.
The technology, called BlueCruise, is available on select Ford models and will now be offered as a one-year subscription and a one-time purchase option.
Automakers have tried in recent years to integrate more autonomous driving features, such as lane-keeping assistance and adaptive cruise control, into their vehicles.
BlueCruise operates on 97% of US and Canadian highways without intersections or traffic lights.
Ford dropped the monthly price for the subscription from $75 to about $50. The annual subscription now costs $495, almost half of the older $800 price tag.
The automaker added that it will continue to offer a 90-day free trial to customers who do not opt for the one-year subscription or one-time purchase at the time they order the vehicle.
