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<\/p>\nIn a sign of the changing times, motorists are set to increasingly have the option to pay for certain technology features and services on a month-to-month basis rather than being slugged a one-off cost at the time of purchase.<\/p>\n
Subscription-based car applications are being rolled out by some of the market\u2019s leading manufacturers. Apple CarPlay and Android Auto are the two platforms in the spotlight, however, BMW and Jaguar Land Rover are among those who have already backflipped on their decision to impose annual subscription plans for Apple CarPlay.<\/p>\n
Following the changes, it means Apple CarPlay will be a free service for new BMW and Jaguar Land Rover vehicles equipped to handle the technology, just like more affordable manufacturers Kia and Hyundai have already offered drivers.<\/p>\n
However, that doesn\u2019t mean drivers can expect to avoid being slugged fees for using specific technology services. It is still expected that this will be the strategy adopted by manufacturers going forward, whereby things like entertainment, auto high beams, active cruise control could fall under a user-pays model.<\/p>\n
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While we have become accustomed to this type of model in many other parts of our day-to-day lives, including Netflix, food-preparation services and much more, it remains to be seen just how drivers will respond to this model for vehicle features. The pushback in response to BMW\u2019s annual subscription-fees could be an indicator that drivers in today\u2019s age are expecting more bang for their buck, especially at the premium end of the market.<\/p>\n
In addition, as some features like active cruise control and auto high beams are extras at the time of purchase, drivers have long been able to negotiate themselves into acquiring \u2018premium\u2019 extras like this as part of their purchase, sometimes even as a freebie. Therefore, grouping these into a model where you have limited access, even if only charged when afforded that limited access, might work against the notion of value.<\/p>\n
Ultimately, this early move may be one that forces customers to raise their guard when it comes to embracing on-demand services inside new cars. In theory it makes some sense that users only pay for things they want as they choose to embrace them, but at the same time, driving habits stay largely consistent over time. That is to say, it\u2019s not easy to foresee an outcome where you decide one month that you could do with auto high beams and then suddenly not have a need for them the next month. And if you did go on to keep them, at what point does it become more expensive than it would have been to buy them outright in the first place, especially at a negotiated or bundled price?<\/p>\n
How willing are you to pay for certain technology services on a subscription basis in your next car?<\/p>\n