I see that Ford claimed it was a mistake.
I wonder if they were testing the waters, to see how much outrage they would receive.
If 10% are truly upset, and will never buy a new vehicle, 10% will pay, no matter what, and 80% don't care (either because they won't use it, or they are used to getting screwed), then it is a good business case. If 50% are outraged, then it will cost them.

I saw the comment of how expensive it is, but that is inaccurate. It may be an $1100 option, but it likely costs Ford $100 in material. If it is an extra cost option, and they charge you to use it that will **** people off. However, if they make the small investment to install it in every vehicle, then chaege a fee to access it it make sense. Not everybody will like it, but it does make sense.

This is similar to the post regarding the CAT grader. CAT used to have it as an option. If the dealer ordered the machine without it, and someone wanted it they would have to order and install the components. If they dealer ordered it with the option and a prospective buyer did not want it then the dealer either had to order a new machine or eat the cost. CAT decided to build it into all machines, which costs them less per unit, but instead of charging every buyer for the feature they only charge those who want it, via subscription or one-time payment.

 

Just renewed my NAV sub for $80/year or just shy of $.22/day. Those packs of cigarettes that cost $6 or $8 that some go through 1 or 2 a day and never complain at all but some of those same people will pout and moan about $.22/day going to Ford. My uncle specifically. Amazing to me 🙄

 

Ford must like the idea for regular subscription revenues as if they were selling antivirus and other software for our computers. Bean counters dreamt that up for sure, but if they think I'll be signing up for any pay as you go "service", they're barking up the wrong tree. Navigation will come to a stop within the next couple model years, but those that will want it will be asked for their credit card info. Many rather use google maps or Waze now already anyways.

 

Maybe Ford figures if the customer is willing to pay 80-100k for a truck they'll be willing to pay for some sort of subscription. Maybe even roll it into some "special" pay up front and roll it into the payment plan. Amazing what some will pay for.

 

Not a lot of thought beyond how does the manufacture scalp customers today.

wife has a car that she loves. A few years ago 3g got shut down nation wide. Her car now is stuck in “loading blue link” screen. She no longer can control anything in her vehicle. No climate controls, no radio controls, nothing. Vehicle ms uf’s tire says sorry…not our fault…we did not turn off 3g. But for 5000 dollars. We can replace the unit with one that will not search for blue link.

 

I agree but Google and Apple don't adjust routes based on vehicle/trailer clearances. That leave the built in nav or 3rd party solutions (Garmin, etc).

 

I will just keep buying XL's. Ha! Ford didn't see that coming. Suckers.​​​​

 

I think very, very few people actually need that capability in a pickup. They'd be better served by a truck specific GPS unit.

 

I am often out of cell phone range.

 

How did anyone even survive before cell phones and gps's.

It seems that with all the new technologies people have become usless or just forgot the way of the past that still works.

 

only 10% can actually read a map today.

Tesla charges for the self driving feature. All Teslas have the self driving feature built in, if you don't pay for it, it is deactivated. Not quite a subscription, but one of those features you pay for. So for $15,000 you can have it activated. Brilliant, I wonder how much it actually costs if they have it in every car already.

 

I don’t think I would have as big of a problem with a one time fee for some options.

On our gps autosteer equipment there are different unlock fees for more accuracy, the basic is free with the equipment but if you need sub inch accuracy there is a one time fee and a password to unlock the feature.

I absolutely will not subscribe to monthly fees for the trailer plug or exhaust brake feature to operate.

Unfortunately I do believe that it is coming, the generation that is buying vehicles do not remember the days when you went to OfficeMax and bought a disk with an accounting program or word document and it was yours until you needed to replace the computer and you could not find the disc with the password on it.

That generation will simply swipe the card and create a new account.

 

Try 10 or 12 bucks a pack

 

I agree but at least it fills a gap. If the built in Nav offered nothing over Google/Apple maps then it would make even less sense ..maybe even zero. :-)

 

Considering the map software is 3rd party, and the fact that a lot of people prefer their phones, it all makes sense. It cuts down on licensing costs Ford has to pay for each Nav unit, while at the same time improving on map updates and associated costs behind those. Ford never did their own mapping, the nav is built 3rd party, just like the Sirius XM is. 10 years ago if you wanted built in Nav you paid for it, now it's included. If you wanted the latest maps, you paid for them. Now if you want the built in Nav, you subscribe and get the latest with traffic and weather.

Or, just get a really good Garmin and forget the built in one.