Subscription services have been a part of modern life for decades now.
A quick glance at my bank statement shows small monthly charges for streaming services, software, The Augusta Press and even a gym membership (I swear I will go there one day.)
These charges are so ingrained into our lives that there has been a rise in companies that remove the subscriptions we forget about for a fee.
Automotive subscription services are nothing new either. Between satellite radio, traffic information, navigation, and emergency service access, cars have been providing their manufacturers with income well after the payments have ceased for years.
General Motors first launched its OnStar subscription service in 1996, almost two decades before iPhones made the service obsolete.
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However, this past month, a line has been crossed, and it is up to the consumer to decide if it will go any further.
BMW made news last month with its “heated seat option subscription” that showed up on its digital store in several countries. To explain this more clearly, the car you buy will have everything for these seats to be heated installed, but you will have to pay a one-time fee or monthly charges for the heaters to work.
This was met with huge criticism from owners, car aficionados and the automotive press. The car companies’ response is that the subscriptions give the customer more flexibility over the cost of the vehicle. In other words, if you live in a hot climate, you will save money by not needing that option. If you live in Siberia, heated seats will be $18 a month extra. That’s more than Netflix.
Ridiculous.
BMW is not the only manufacturer contemplating this gigantic consumer can of worms. VW Auto Group, Toyota and Tesla are working on their offerings now. These offerings will start at the more luxurious brands and models, but if successful, they could trickle down to all cars.
What is the worst thing that could happen?
There are already cases where software updates have affected car operation. Horror stories from out of warranty Tesla owners fill the online forums and Facebook pages, complaining of reduced range or battery failure shortly after servicing or software updates.
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Manufacturers should build the car and provide service, and not be involved in the day-to-day operation of basic hardware on a vehicle.
There is no regulation in the United States for such things yet, but you can be sure that there will in due time. If this wasn’t just a money grab, the manufacturers wouldn’t put the amount of energy in it that they have so far.
BMW expects to make more than $6 billion on this type of stuff for the next ten years.
Car owners should refuse to buy into the subscription scheme. Cars are expensive enough without these unnecessary micro-transactions. Make your actions heard at dealers and on forums. If this proves to be successful, this is only the beginning. We need to start taking back ownership of things we already paid for.
As for me, I will see you on the road, and thanks for subscribing.
Taylor Bryant is an automotives instructor for Augusta Technical College.
