Luxury vehicle buyers, represented by Lincoln's insights, strongly prefer having costs integrated into the MSRP rather than facing ongoing subscription fees for features. This sentiment addresses long-standing consumer concerns as premium buyers dislike separate charges for features like heated seats or enhanced performance. Lincoln aims to meet these expectations by offering such services for the duration of the car's warranty, which aligns with the typical ownership or leasing cycle of luxury cars. As a result, second-hand buyers could face these subscription fees in the future.
Premium buyers do not want to be nickel-and-dimed while they own their luxury car; they prefer the costs to be included in the initial price.
Many luxury vehicle buyers are unhappy with subscription services, preferring features like BlueCruise to be incorporated into the MSRP instead.
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