Several car brands are experimenting. But 76 percent of drivers refuse to pay for features like seat heating on a subscription basis.
If car brands can get the hang of it, they could be in for a billion-dollar business. But now 76 percent of drivers say they refuse to pay for subscription features in cars.
This is stated in a new report by Smartcar, which has developed an app for so-called internet-connected cars.
According to the Smartcar report, 96 percent of all new cars will be connected to the internet in some way by 2030. But car brands shouldn't expect to get more money out of drivers because of that.
A full 76 percent of drivers respond that they could not dream of paying extra to get features like seat heating on a subscription basis.
The survey, based on responses from more than 1,000 American and European drivers, results in a clear no to such solutions.
And among those who actually use subscription services today, a full 51 percent say they only use the free version. 49 percent pay.
However, car brands can take note that only 11 percent of all respondents answered that they would never, ever pay for a function in a car, i.e. on a subscription basis.
Several car brands have already had to abandon the initiative. BMW was made so much fun when the Germans said they would now charge extra for seat heating in new cars that the brand withdrew that entire part of its offer.
Audi insists that features like air conditioning, something most people take for granted today, will be something that drivers will have to pay extra for in the future. Read more about it here.
Mazda felt the anger of drivers when it became impossible to remotely start a whole range of newer cars without a monthly payment.
And at General Motors, it is estimated that drivers will spend an average of $135 per month, equivalent to 930 Danish kroner, on their payment services.
