The car industry is shifting its focus towards software and finding new revenue streams due to tight margins and the expensive pivot to electrification. Car companies want to emulate the success of companies like Apple and Google, who make money after the sale through various services and subscriptions. However, the car industry has struggled to find a similar business model, resulting in higher car prices and an increase in leasing. BMW, for example, sells each car three times by leasing it, buying it back as a certified pre-owned car, and then selling it as used. Despite attempts to introduce subscription models, car companies have faced resistance from customers who prefer traditional ownership. Additionally, the premium image associated with certain car brands, like BMW, can deter potential customers. Overall, car companies are trying to adapt to changing consumer preferences and economic challenges by exploring new revenue models alongside traditional car sales.