Why Subscription-Enabled Features in Cars Are a Bad Idea
Smart, the compact SUV maker and Mercedes-Geely mash-up, has always been known for its friendly and forward-looking approach. However, there is a concerning trend emerging in the automotive industry that Smart seems to be embracing: subscription-enabled features. While over-the-air updates are not a new concept, the idea of paying for features that are already installed in your car is something that gets under my skin.
The Smart #1, like many new cars, can receive over-the-air software updates. This means that early customers will eventually find their car’s touchscreen able to mirror their phone, thanks to a free download. However, there is another update on the horizon that Smart UK hasn’t yet decided how to handle. The #1 comes equipped with a heated steering wheel, but its functionality hasn’t been turned on. Customers may be asked to pay for this feature, either permanently, as a one-off payment, or as a subscription service.
What bothers me the most is that the hardware for the heated steering wheel is already fitted in the car. It’s cheaper for manufacturers to include this feature in all cars rather than only in some, given the percentage of buyers who would like it. So why should customers have to pay extra for something they already own and have paid for?
Imagine driving your Smart to work on a cold winter morning, with your hands freezing because you spent precious time walking your grandmother into a health center in sub-zero temperatures. You’re worried about her well-being and the rising expenses of caregiving. In this moment, you’re faced with a choice: endure the numbness or pay a hefty sum to activate a feature that should have been available to you from the start.
Smart is not the only automaker exploring this subscription model. BMW introduced subscriptions for features like heated seats, causing outrage among consumers. Tesla enables adaptive cruise control features through subscriptions, which received less backlash. Regardless of the brand, I despise this practice. Paying for features that already exist feels like a betrayal of trust and a blatant money grab.
I firmly believe that I will never purchase a car with subscription-enabled features. If I were running a car company, I would prioritize customer satisfaction and provide these features without additional charges. It’s a simple gesture that shows appreciation for customers and their investment in the brand.
Subscription-enabled features in cars are a step in the wrong direction. They create a divide between basic and premium features, making car ownership more complicated and expensive. Instead of enhancing the driving experience, they add unnecessary complexity and frustration.
As consumers, we should push back against this trend. We should demand transparency and fair pricing from automakers. If we continue to accept subscription-enabled features, it sets a dangerous precedent for the future of car ownership. We should not have to pay extra for features that are already installed in our vehicles.
In conclusion, subscription-enabled features in cars are a disheartening development in the automotive industry. Smart, a brand known for its friendly and forward-thinking approach, should reconsider its stance on this issue. As consumers, we have the power to demand fair treatment and reject this unnecessary and costly practice. Let’s prioritize simplicity and transparency in car ownership and put an end to subscription-enabled features once and for all.