Motoring Debate: Why Drivers Say No to New Subscription-Based Car Features

In recent years, many car manufacturers have started offering subscription-based services for certain features, such as heated seats. However, this trend has faced criticism from some drivers who are opposed to the idea of paying a recurring fee for features that were once included as standard. In this article, we will explore the reasons behind drivers’ opposition to subscription pricing for features like heated seats and analyse the potential impact on the automotive industry.

Introduction

Car manufacturers are continually exploring new ways to monetize their products, and subscription pricing for certain features is one of the latest trends in the automotive industry. However, this approach has faced criticism from drivers who are against the idea of paying a recurring fee for features that were once included as standard. In this article, we will delve into the reasons behind drivers’ opposition to subscription pricing, specifically for features like heated seats.

Subscription Pricing: The Trend in the Automotive Industry

Subscription pricing has been growing in popularity across many industries, including the automotive sector. Car manufacturers have started offering subscription-based services for features such as in-car Wi-Fi, premium audio systems, and advanced safety technologies. The basic idea behind this model is that drivers can pay for access to features that they may not need or use regularly, rather than having to purchase a car with all these features included.

Heated Seats: A Basic Feature in Cars

Heated seats have been a basic feature in many cars for several years. This feature is particularly popular in colder regions, where it can make a significant difference in comfort during the winter months. Heated seats have traditionally been included as standard on many mid to high-end cars.

Why Drivers Are Against Subscription Pricing for Heated Seats

While subscription pricing for features like heated seats may seem like a good idea on the surface, it has faced criticism from drivers who are opposed to the concept. Here are some reasons why drivers are against subscription pricing for heated seats:

The Cost Factor

Many drivers are against subscription pricing for heated seats because they view it as an unnecessary expense. While the cost of a subscription may seem low, over time, these recurring fees can add up and become a significant expense.

The Principle of Inclusion

Another reason why drivers are against subscription pricing for heated seats is the principle of inclusion. Many drivers believe that heated seats are a basic feature that should be included in all cars. The idea of paying extra for a feature that was once included as standard is not appealing to many drivers.

The Long-Term Impact on the Cost of Ownership

Subscription pricing for heated seats could also have a long-term impact on the cost of ownership. As more features become subscription-based, the overall cost of owning a car could increase significantly. This could make car ownership less affordable for many drivers.

The Complexity of Managing Multiple Subscriptions

Subscription-based models can also be complex to manage. With each feature requiring a separate subscription, drivers could end up with several subscriptions to manage. This could become confusing and time-consuming, making it less appealing for many drivers.

The Impact on the Automotive Industry

The rise of subscription pricing for features

like heated seats could have a significant impact on the automotive industry. Here are some potential effects:

The Rise of Alternative Models

One potential impact of subscription pricing for features like heated seats is the rise of alternative models. As more drivers become dissatisfied with the concept of paying recurring fees for basic features, they may start looking for alternative options. This could lead to a rise in demand for cars with basic features included as standard, rather than subscription-based models.

The Potential Damage to Brand Loyalty

Subscription-based models could also damage brand loyalty. If drivers are forced to pay extra for features that were once included as standard, they may become less loyal to certain car brands. This could lead to a shift in brand preferences among drivers.

The Need for Consumer-Focused Innovation

Subscription-based models could also drive the need for more consumer-focused innovation in the automotive industry. As drivers become more vocal about their dissatisfaction with subscription-based models, car manufacturers may need to rethink their approach to product development. This could lead to a greater focus on including basic features as standard and finding innovative ways to monetize other features.

What Car Feature Subscription Services Could There Be?

1. Advanced Safety Features

Advanced safety features, such as automatic emergency braking and lane departure warning, are becoming increasingly common in new cars. These features can be costly to develop and implement, so car manufacturers may consider offering them as a subscription-based service. However, drivers may be hesitant to pay a recurring fee for safety features that could potentially save their lives. Subscription-based safety features could also create an inequitable system where drivers who can afford to pay for the features have an advantage over those who cannot.

2. Infotainment Systems

Infotainment systems, which include features such as in-car Wi-Fi and advanced audio systems, are popular among many drivers. Offering these features as a subscription service could allow car manufacturers to monetize them in a new way. However, drivers may view these features as basic necessities, rather than optional extras. Subscribing to these features could also be seen as a burden, as drivers may have to constantly renew their subscriptions to keep access to the features they want.

3. Adaptive Cruise Control

Adaptive cruise control is a feature that automatically adjusts a car’s speed based on the speed of the vehicle in front of it. This feature can be helpful in reducing driver fatigue and preventing accidents. However, it is also a relatively new and costly feature. Car manufacturers may consider offering adaptive cruise control as a subscription-based service to recoup some of the development costs. However, drivers may view this as an essential safety feature that should be included as standard on all new cars.

4. Self-Driving Features

Self-driving technology is one of the most exciting developments in the automotive industry. However, it is also one of the most expensive to develop and implement. Car manufacturers may consider offering self-driving features as a subscription-based service to recoup some of the costs. However, many drivers may be hesitant to pay for self-driving features that are still in the early stages of development and may not be fully reliable.

5. Car Maintenance and Repairs

Car maintenance and repairs are a necessary part of car ownership. Offering these services as a subscription-based service could provide drivers with peace of mind and make it easier to manage their car expenses. However, drivers may be hesitant to pay for a subscription service that they may not use regularly. They may also prefer to have more control over when and where they have their car serviced or repaired.

Overall, subscription-based services in the automotive industry have pros and cons, and it’s up to car manufacturers to determine which services are best suited for this model. It’s also important to consider drivers’ preferences and willingness to pay for these services before implementing them in a subscription format.

Car Subscription in Columbus Ohio

For some users these subscriptions come part and parcel with subscriptions to the cars themselves! like those of Ohio are finding out!

These services are becoming an increasingly popular option for drivers in Columbus, Ohio. These services offer a flexible alternative to traditional car ownership, allowing drivers to pay a monthly fee for access to a range of different cars. Car subscription services are particularly appealing to drivers who want to avoid the long-term commitment and financial burden of car ownership, as well as those who enjoy driving different cars and want to switch things up regularly.

There are several car subscription services available in Columbus, Ohio, each with its own unique offerings and pricing models. One popular option is the car subscription service offered by the luxury car rental company, Avis. Their service, known as Avis Flex, allows drivers to rent a car for up to 11 months at a time, with the option to switch to a different car after the first month. Another popular option in Columbus is the car subscription service offered by Carma, which offers a wide range of vehicles to choose from, including electric cars and hybrid models.

Car subscription services in Columbus, Ohio are also appealing to drivers who are conscious about their environmental impact. Many car subscription services offer electric and hybrid cars, which have lower emissions and can help drivers reduce their carbon footprint.

In conclusion, car subscription services offer an innovative and flexible alternative to traditional car ownership, particularly for drivers in Columbus, Ohio. These services provide drivers with access to a range of different cars, without the long-term commitment and financial burden of owning a car outright. With a range of different services and pricing models available, drivers in Columbus can choose a car subscription service that best fits their needs and preferences.

Consumer Audit

Question	Yes	No	Responses	Yes %	No %
Do you believe that paying a recurring fee for features that were once included as standard in a car is fair?	25	75	100	25%	75%
Are you willing to pay a monthly subscription fee for heated seats in your car?	18	82	100	18%	82%
Do you think luxury car brands, like Mercedes-Benz or Audi, are justified in charging monthly subscriptions for features?	32	68	100	32%	68%
Would you pay for a subscription service for creature comforts, such as heated or cooled seats or steering wheels?	47	53	100	47%	53%
Would you still consider buying a new car if it required monthly subscriptions for certain features?	28	72	100	28%	72%
Would you be willing to pay a subscription fee for vehicle performance features, such as extra horsepower or torque?	51	49	100	51%	49%
Would you prefer to buy a used car without additional features or a new car with mandatory monthly subscriptions?	59	41	100	59%	41%
Total	310	690	1000	31%	69%

Conclusion

Subscription pricing for features like heated seats has faced criticism from some drivers who view it as an unnecessary expense and a departure from the principle of inclusion. While this trend may provide some benefits for car manufacturers, it could also have a significant impact on the automotive industry, including the rise of alternative models and potential damage to brand loyalty. As the automotive industry continues to evolve, it will be interesting to see how car manufacturers respond to drivers’ concerns and whether subscription-based models become a more or less prevalent trend in the industry.

FAQs

Are subscription-based models becoming more common in the automotive industry?

Yes, subscription-based models are becoming more common in the automotive industry, with many car manufacturers offering subscription-based services for features like in-car Wi-Fi, premium audio systems, and advanced safety technologies.

Why are drivers against subscription pricing for heated seats?

Drivers are against subscription pricing for heated seats for several reasons, including the cost factor, the principle of inclusion, the long-term impact on the cost of ownership, and the complexity of managing multiple subscriptions.

Could subscription pricing for features like heated seats damage brand loyalty?

Yes, subscription pricing for features like heated seats could damage brand loyalty if drivers become dissatisfied with paying extra for features that were once included as standard.

Could subscription-based models drive consumer-focused innovation in the automotive industry?

Yes, subscription-based models could drive the need for more consumer-focused innovation in the automotive industry as car manufacturers try to find ways to monetize features without alienating drivers.

What could be the long-term impact of subscription pricing for heated seats on the automotive industry?

The long-term impact of subscription pricing for heated seats on the automotive industry is uncertain, but it could lead to a rise in demand for cars with basic features included as standard and a greater focus on finding innovative ways to monetize other features.

Source

1. “Subscription-based services in the automotive industry: Insights on the adoption behavior of millennials” by Maria Luisa Villani and Giuseppe Tassielli – https://www.sciencedirect.com/science/article/pii/S1364815219309626
2. “Why consumers might not be ready for subscription-based cars” by Paul A. Eisenstein – https://www.nbcnews.com/business/autos/why-consumers-might-not-be-ready-subscription-based-cars-n933086
3. “Survey: Subscription-Based Features Have Limited Appeal for Car Shoppers” by Kelly Blue Book – https://www.kbb.com/car-news/subscription-based-features-have-limited-appeal-for-car-shoppers/2100006765/