The article discusses the trend of automakers offering subscription services for features in their vehicles, which some consumers find unacceptable. BMW faced backlash for attempting to charge a monthly fee for heated seats, while Mercedes-Benz successfully implemented a subscription model for increased acceleration in its EQ model.
Volkswagen has introduced a subscription model for its UK Electric ID.3, allowing owners to pay for power upgrades beyond the standard horsepower. The costs range from approximately $16.50 monthly to $879 for lifetime access. This practice is criticized as an unnecessary hurdle for consumers, particularly when significant purchase amounts are involved.
The article raises concerns over ownership and licensing issues, pointing out that software licenses can limit user rights. Additionally, automakers have legally contended that consumers do not fully own their vehicles due to embedded software rights. The move towards subscriptions is viewed as a way for manufacturers to develop new revenue streams amidst industry challenges, highlighting a shift in consumer-car relationships.
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