A Cox Automotive survey found that most people who buy a new car need to learn about subscription-based choices but are interested in learning more. Most of the 2000 people said they would instead try on-demand services before signing up for something long-term. The poll shows that people are wary of subscription services, even if they are helpful or seem like something other than money grabs. Buyers of new cars used to have to pay extra for several options, such as driver assistance packages with blind-spot tracking and other similar technologies and cold-weather packages with heated seats and steering wheels. But what do customers think of some automakers’ trend with subscription-based options? A recent Cox Automotive study found that most people who buy new cars don’t know about on-demand services but are interested in them. Strange and Interesting For those who don’t know, many automakers have recently started charging customers monthly or yearly subscription fees for various perks. Mercedes has allowed owners of specific EV models to pay a monthly fee for an upgrade called “Acceleration Increase.” The update also has a one-time cost. In the meantime, some cases, like when BMW tried to charge $80 per month for Apple Carley in 2019, have become more limited. Even though people didn’t like it, BMW finally made it standard, often called free. Cox Automotive says it asked 2,000 people looking for a new car to find out what people thought of these subscription services, sometimes called “features on demand.” Even though 79% of those who answered said they didn’t know about the traits, 41% said they were interested in them. Most people who participated in the study said that the most significant benefit of on-demand choices was trying out certain features before making a long-term commitment. The study lists free trials and the ability to upgrade or downgrade an automobile whenever needed as two of the top benefits. The survey says that people considering buying a Ford, Dodge, Jeep, or Tesla are the most open to on-demand choices. Curious, but not sure The study of people who bought new cars showed some excitement but also some cynicism. People said they would only use on-demand services that were affordable and necessary. Vanessa Ton of Cox says that if automakers want to win customers, they must ensure that subscription-based services are seen as a good deal rather than a way to get more money. According to the poll, new-car buyers are worried about data security and privacy, as well as the fact that they need to get a fair deal. Who are the people who buy? A poll found that remote start, car locator, heated seats, a dash cam, and a digital key are the most popular on-demand services for buyers. The most anticipated future features are streaming services, virtual assistants, car usage alerts, driver awareness tracking, and software that can recognize faces. Given the many examples from the past and present, as well as the fact that we recently found subscription menus in a 2023 BMW X1, it seems possible that automakers will keep trying to add similar on-demand features. What still needs to be discovered is whether or not most people will accept it.
