We recently received a screen grab from a reader that showed the new 2024 Ford F-150 having a subscription for the 360-degree camera. So, we wanted to try to get to the bottom of this and see if it’s true.
Looking at the F-150 configurator ourselves, we didn’t see any such subscription notice on any of the trims. When we reached out to Ford Communications, we were told this was an error that has since been corrected.
Subscription fees on the rise
However, we have to admit our first reaction was more resignation than surprise. We thought: Of course, Ford is going to add a subscription to this popular feature. Toyota has tied remote start a subscription. BMW tried to make heated seats a subscription. So, why not a 360-degree camera?
Automakers are currently looking for new revenue streams that are residual, rather than a one-and-done purchase price. Stolen vehicle locators, app connections, navigation systems, hands-free drive assist features – they’re all tied to a monthly subscription.
Most of these features come with a trial period – whether it’s 30 days or 10 years – but the hope is you’ll get hooked on services like OnStar or SiriusXM Radio and pony up the extra cash to keep it once the trial period expires.
F-150 360-degree camera subscription mistake
Though we don’t have any details on how this mistake made it through to the consumer site, we do know it was on the website from the time of the reveal at 8:15 p.m. on Sept. 12 to around 11:30 a.m. on Sept. 14. Plenty of time for screen grabs and debates to begin taking place.
We have to admit, we do wonder if Ford Motor Co wasn’t testing the waters a bit to see how customers would react. Clearly, they balked.
So, there is no F-150 360-degree camera subscription for now. But there are things Ford does make you pay for, including Blue Cruise, Alexa and anything else that initially comes with a trial period.
The bottom line
As soon as people started paying for subscriptions to things like Spotify, we were sunk in terms of in-vehicle subscriptions. Now automakers are just going to test the waters to see what you’re willing to pay for and when you’re going to tell them to buzz off.
Apple CarPlay, nope, not paying for that in a car. Heated seats, not paying for that either. Hands-free driving? Yep, we’ll pay for that. Remote start? We’ll pay for that, but we’re not going to be happy about it. Navigation and map services, yep, we’ll pay for that too – as long as it’s accurate and constantly updated.
So, will cameras be the next thing? Maybe. In the world of over-the-air updates, it would be really easy to revoke (or add) access to any feature you currently have in your vehicle.
