Ford, which is fond of using the phrase “Built Ford Tough” for its trucks, is playing it cool with the branding this time, simply calling its software updates “Ford Power Ups.” Over the past two months, Ford says over 100,000 F-150 and Mach-E customers have received their first OTA updates. And there will be more to come, including owners of the new Ford Bronco. The automaker is preparing a major update later this year that will include Amazon’s Alexa voice assistant.
With this new update, Ford owners can ask Alexa for a weather update, play music, find the nearest gas station, or provide directions to their favorite destinations. Over 700,000 vehicles in the US and Canada will be eligible for the Alexa update this year, with “millions” more added over the next few years, Ford said.
This isn’t exactly new for some Ford owners. Customers with Alexa accounts have been able to mirror the smart home assistant in their cars via their smartphones’ mobile connection. This new software update, though, will “embed” Alexa inside the car’s operating system, allowing for a more integrated user experience. And Ford is offering three years of Alexa complimentary, after which subscription fees will kick in.
Not all the updates will come for free. BlueCruise, the automaker’s “hands free” highway driving assist system, will be available later this year to select F-150 and Mach-E customers who have purchased the relevant software updates.
Legacy automakers have struggled to catch up to Tesla, which has long been the leader in shipping over-the-air updates to its customers to change everything from its Autopilot driver help system to the layout and look of its infotainment touchscreen. The idea that a car can be updated similarly to how Apple or Samsung can upgrade or repair the software on a smartphone has proven to be difficult and elusive for most car companies.
Most car dealers are wary of OTA updates for fear of being cut out of the lucrative service and maintenance process. Basically, if you can fix your car with an OTA update, you don’t need to take it in to the dealership as often. And that means less money for them.
Ford said that most of the updates will be “virtually invisible” to its customers and require “little to no action.” Others will require a reboot of the vehicle’s operating system that can happen when it’s most convenient, like overnight.
“It’s a total reversal of the ownership model where vehicles used to just get older,” said Alex Purdy, head of business operations. “Now Fords will actually get better over time.”
Earlier this year, Ford announced that Google’s Android would power the infotainment systems in “millions” of its cars starting in 2023. That, along with the Alexa software update that will begin rolling out later this year, is proof that Ford is committed to “giving our customers the choice to stick with the technologies and brands they’re already using and love or to try something new,” Purdy said.