Even though Elon Musk wasn’t the founder of Tesla Motors (founded by Martin Eberhard and Marc Tarpenning in 2003), Musk has propelled the electric car company to propitious heights after becoming the chairman of the company in 2004 — Musk put $6.5 million in Tesla, which was the vast majority. From a background of incessantly coding and childhood discomfort, Musk relentlessly pushed Tesla to become a company worth over 700 billion — yet, Musk’s environment-friendly vehicle operation is expected to be a trillion-dollar company by the end of 2021.
A car company that was once seen as an eccentric high-risk product now soars above its competitors. Matter, in fact, Tesla is worth more than Ford and GMC combined (occurred in 2020). As Tesla becomes the alpha male of the vehicle industry, companies such as Ford and GMC have to think outside of the box to compete with one of Musk’s lucrative enterprises. As of late, Ford has stepped out of its comfort zone with an unprecedented, yet staggering tool for the drivers. The name of the tool: BlueCruise — which is expected to be pushed for limited owners later this year.
Per Ford, the fancy add-on will allow hands-free driving “pre-qualified sections of divided highways called Hands-Free Blue Zones that compose of more than 100,000 miles of North American Roads”. However, not every Ford owner can oust a magic wand to activate such a function on their beloved vehicles. BlueCruise will be available to Ford-150 owners who opted for the $1,595 Ford Co-Pilot Active 2.0 package for an additional $600. As for Mustang Mach-E owners, BlueCruise will be streamed on CA route 1, Premium, and First Edition Variants as part of the 3,200 comforts & technology deal. This feature isn’t only turning heads for Ford’s crowd, but it’s given the management an extra smell for the competitor’s open wounds.
Jim Farley, CEO of Ford, took advantage of his company’s progress with BlueCruise by taking a shot at Musk via Twitter. Farley said “BlueCruise! We tested it in the real world, so our customers don’t have to.”
Tesla’s FSD system has a leg up on the BlueCruise or even the General Motor’s Super Cruise. The Tesla isn’t restricted to any pre-mapped highways, plus a Tesla can meet you at the front door to pick you up. Yet, there’s a true double-edged sword in play with Musk’s toys. The National Highway Traffic Safety Administration has 23 active investigations (27 total) into the crashes of Tesla vehicles, per Reuters. The investigations are sparked by the question of whether or not driver assistance technology played a role in the Tesla collisions.
For now, Tesla remains an innocent, ascending juggernaut in the vehicle industry. But, Ford is moving the right pieces to regain much-lost ground. As the Mustang Mach-E has already gotten under Musk’s skin by eating up more of Tesla’s market share, the BlueCruise will surely continue to draw more comparisons to Musk’s long-rooted car product.