BMW pushed the boundaries with its subscription model for heated seats, frustrating consumers who felt they were paying for features already present in their vehicles.
Volvo's Chief Technology Officer, Anders Bell, suggested that while there are viable subscription models, automakers should not expect enormous income from software sales.
Bell pointed out that while consumers are generally open to subscription services for functionalities that involve ongoing costs, they dislike being charged for already available features.
BMW, Tesla, and Rivian face backlash for their strategies of software-locking existing hardware, a method Bell believes will fail to gain consumer acceptance.
#subscription-models #automotive-industry #consumer-reactions #revenue-strategies #software-limitations
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