for its self-driving software in some cars, and Volkswagen, Toyota and GM have all trialled similar subscription-based unlocks or features as well.
Making headlines this week, though, is an example that’s the most outrageous since Tesla used to lock battery range behind a paywall. Mercedes has announced a digital purchase for its all-electric vehicles called an “Acceleration Increase”, which costs $1200 a year and when bought “can improve an EQ vehicle’s acceleration by 0.8 to 1.0 seconds.”While cars have always featured expensive add-ons—it’s a pillar of the whole business model—those have previously been tangible purchases.
What’s happening with these car subscription services, though, is far more ominous. You’re not really getting anything. Instead, thanks to advances in the operating systems and communications found in modern cars, what you’re buying is a vehicle with certain features limited or locked off, which can then be
How is this any different than what Tesla is doing? Charge the customer $80K+, then continue with the cash grab. Gotta love the new subscription auto industry…
Not just expensive cars, Kia paywalls being able to remotely start the car through the app after the first year of owning a brand-new car. That was an unwelcome surprise.
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