There was a time when people would buy cars just to tinker with them. But these days, not only are car makers limiting what people can do to their cars, they’re charging ongoing fees for features in them. Cars used to be simple in one important way: You bought the vehicle, and the features it came with were yours. That idea is starting to feel a little outdated. It’s crazy to even write that but it’s unfortunately true. Automakers are increasingly treating cars like smartphones, apps, and streaming services. Instead of buying a vehicle and getting all the features included, drivers may now find themselves dealing with monthly or annual fees for things that are already built into the car.
Which car features could become subscriptions?
When it comes to making money, you just know these car companies are going to find every little way they can. It doesn’t matter how much it pisses you off, it seems that just about everything is on the table. It could include remote start, navigation, driver assistance features, connected services, performance upgrades, dash cam features, heated seats, or other software-controlled options. In some cases, the hardware may already be inside the vehicle and the car’s manufacturer just decides whether it’s unlocked versus when they want car owners to pay for it. I can think of few car-related issues in life worse than this almost malicious nuisance among car buyers. I mean, the disgusting third world roads in Montreal thanks to the bottomless pit of corruption and incompetence of government officials is already bad enough. But having to pay for subscriptions for something that was already installed in the car is disgusting.
The Heated Seats Backlash
BMW became one of the most famous examples after backlash over its heated seat subscription idea. The company later backed away from that specific subscription, but the broader trend didn’t disappear. Car makers still see recurring monthly revenue as a major opportunity.
Toyota has offered remote features through its Remote Connect service, which lets drivers do things like start the engine, lock or unlock doors, and access other app-based features from a smartphone.
GM has also leaned heavily into OnStar and connected vehicle services, with newer vehicles offering different connected features through its service ecosystem.
Some Subscriptions Make Sense
I’m a very reasonable individual and to be fair, not every subscription is absurd. Some connected services require ongoing cellular data, live navigation, emergency support, roadside assistance, cloud processing, or app infrastructure. It makes sense that those services cost money to maintain. But drivers are right to be skeptical when subscriptions start creeping into features that feel like part of the vehicle itself. There’s a big difference between paying for a live data service and paying every month to use equipment that’s already sitting inside your car.
Small Monthly Fees Add Up
The cost of owning a vehicle is already high. Payments, insurance, gas, repairs, winter tires, parking, maintenance, and registration can already stretch your budget. Adding more small monthly charges may not seem like much at first, but they add up. A $10 or $20 monthly car feature doesn’t sound dramatic. But over several years, that can turn into hundreds or even thousands of dollars.
Car Shopping Is Getting More Confusing
This ridiculous subscription model is also making car shopping more complicated. In the past, buyers could compare trim levels, packages, and options. Now they may also have to ask what features are permanent, what features are free for a trial period (imagine that… a trial period!), and what features require an ongoing subscription after the first few months or years.
Questions To Ask Before Buying
Before buying a new or used car, drivers should ask a few simple questions like these:
- What features are included for life?
- Which features are free only during a trial period?
- What happens when the trial ends?
- Can the feature be used without the automaker’s app?
- Does the key fob still work for remote start?
- Are safety features locked behind a subscription?
- Will a used buyer have to pay again to activate something?
Drivers Should Know What They’re Really Buying
The subscription model may be convenient for automakers, but it’s never in the consumer’s favour. A car is already one of the most expensive things most people buy. Drivers shouldn’t have to discover after the sale that the vehicle they purchased still comes with a monthly bill for features they thought they owned.
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