While automakers, in the spirit of flexibility, used to only include advanced features in their typically expensive subscription programs, they’ve now fallen into adding even what should be considered basic features, like BMW’s Remote Engine Starter, to the list.
BMW had already been criticized when it launched the $18 per month subscription for heated seats in different markets last year, but that didn’t stop the company from finding more features to put behind a paywall.
Aside from the Remote Engine Starter, the list of subscription-only features in the US now includes Drive Recorder, Traffic Camera, Driving Assistance Plus with Stop&Go, and Parking Assistant Professional.
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They’re mostly costly, but BMW is at least offering some level of flexibility in the form of 1-month, 1-year, 3-years, or “unlimited” options for the subscription. Motorauthority was able to obtain a list of the features and costs under this new program.
The main gripe of critics is that hardware for most of these features is already installed in the vehicles. With the costs already figured into the already-hefty initial price tags, why charge more for something that should already be available?
This subscription model runs on an over-the-air (OTA) software update system that was first introduced by Tesla nearly a decade ago. And as today’s vehicles are more connected and software-based than ever, car companies like BMW, Lexus, Volvo, Subaru, and Toyota have all started their own subscription programs.
Such programs are projected to earn manufacturers billions in recurring payments. Maybe that’s why BMW doesn’t care too much about the backlash.
Volvo, on the other hand, has said it won’t charge for basic features like heated seats after BMW took some heat over it.
Information for this story was found via Motorauthority, CarScoops, Car and Driver, and the sources and companies mentioned. The author has no securities or affiliations related to this organization. Not a recommendation to buy or sell. Always do additional research and consult a professional before purchasing a security. The author holds no licenses.
