Research: “Consumers don’t want heated seat subscriptions”

How can you keep making money from new cars that have left the showroom? The manufacturers have found an answer to this question: by having customers pay a subscription fee for functions such as seat heating and high-beam assistant. But if consumers want that…

Research firm S&P Global Mobility asked itself the same thing and sent out a survey. And guess what? Consumers are perfectly willing to pay monthly for certain features, but those features must offer clear value.

Much criticism of the BMW subscription

When BMW introduced option subscriptions last year, it drew a lot of criticism. There are now more brands that have launched something similar, such as Mercedes and even a volume brand like Peugeot.

According to the S&P study, drivers do not want to pay for features such as heated seats or the steering wheel because they are used to having them as standard or as part of an option package.

A free trial is important

Nevertheless, 82 percent are willing to take out a subscription, for example for an integrated dash cam, electronic driving assistants or an improved navigation system.

It’s also important for buyers to be able to try options for free. At BMW, for example, you can test the high-beam assistant, the speed camera information in the navigation system and the parking assistant for a month.

Faster acceleration for electric vehicles

User information from customers is very valuable for brands. General Motors announced earlier this year that it would be phasing out Apple CarPlay and Android Auto, forcing drivers to use GM’s proprietary system to keep data flowing to the manufacturer.

Electric cars offer an interesting application of on-demand functions. Mercedes, for example, already offers faster acceleration for a fee. With electric vehicles, the drive train can of course be easily optimized or made more powerful using software.