Image: Ford

BlueCruise, the “hands-free” driver assist feature that Ford sees as a viable competitor to GM’s Super Cruise and Tesla’s Autopilot, won’t reach car owners until the first quarter of 2022, the company’s executives said Wednesday night. The automaker had originally planned on pushing an over-the-air (OTA) software update activating BlueCruise for select Ford customers before the end of 2021.

In an earnings call with investors, Ford CEO Jim Farley said the company’s engineers needed a little more time to make the advanced driver assistance system (ADAS) 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…

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