Round Table China The hidden fees of car subscriptions
May 7, 2025
Dive into the world of car subscriptions where heated seats and adaptive cruise control have turned into recurring charges. Consumers are frustrated as automakers lock essential features behind paywalls, sparking a backlash. Over-the-air updates promise better maintenance, but raise security concerns. Transparency issues unfold as stories of hacked cars to unlock features emerge, questioning consumer rights. Meanwhile, younger generations are shifting towards access over ownership, reshaping the future of car sales in today’s market.
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Locked Features Behind Paywalls
- Many car features like heated seats exist in hardware but are locked behind paywalls via software subscriptions.
- This practice frustrates consumers who feel they paid for hardware but must pay extra to use features.
Cars as Computers Needing Updates
- Cars increasingly need over-the-air (OTA) updates similar to smartphones.
- Such updates require ongoing payments, creating a continuous cost for consumers.
Mazda Owners Hack Their Cars
- Some frustrated Mazda owners hacked their own cars to access features behind paywalls.
- This led Mazda to issue takedown notices, but consumer dissatisfaction had already grown.