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Ford Delays BlueCruise Driver Assist Feature

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Oct. 29, 2021—Ford Motor Co. on Wednesday said it has pushed back the debut of its BlueCruise driver assist system to early next year.

According to The Verge, Ford CEO Jim Farley said during an earnings call that Ford engineers "needed a little more time to make the advanced driver assistance system easier to use for customers."

“We wanted to improve the customer experience,” Farley said. “So we pushed it back in terms of an OTA because we want it to be much simpler for the customer than was originally planned. And that takes a little planning to consolidate. Often these Level 2 systems require multiple updates to the car. We want it to be very simple. That took a little bit more work on our team’s part.”

The new system is now scheduled to debut sometime in early 2022. 

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