This Is What’s Coming To Cars And People Are FURIOUS
Something is changing about new cars—and drivers are starting to wonder how far automakers are going to take it.
For decades, buying a vehicle was relatively straightforward. You purchased the car, and the features inside it were yours.
But modern vehicles are becoming increasingly dependent on software.
Navigation, remote controls, connectivity and advanced driver-assistance features can now come with free trials followed by monthly or annual subscriptions. In some cases, the necessary hardware is already installed in the vehicle while software determines which capabilities the owner can access.
And recently, another controversial possibility entered the conversation:
Advertising inside your car.
BMW faced backlash after a promotional experience appeared on infotainment screens in compatible vehicles. BMW says the campaign was a one-off promotion rather than the beginning of a broader in-car advertising strategy, but the reaction demonstrated how strongly some drivers feel about automakers continuing to control the digital experience after a vehicle has been sold.
In this video, we look at what’s happening to modern cars, why automakers are pursuing recurring revenue after the initial sale, and whether we’re heading toward a future where buying the car is only the beginning of what you have to pay for.
For decades, buying a vehicle was relatively straightforward. You purchased the car, and the features inside it were yours.
But modern vehicles are becoming increasingly dependent on software.
Navigation, remote controls, connectivity and advanced driver-assistance features can now come with free trials followed by monthly or annual subscriptions. In some cases, the necessary hardware is already installed in the vehicle while software determines which capabilities the owner can access.
And recently, another controversial possibility entered the conversation:
Advertising inside your car.
BMW faced backlash after a promotional experience appeared on infotainment screens in compatible vehicles. BMW says the campaign was a one-off promotion rather than the beginning of a broader in-car advertising strategy, but the reaction demonstrated how strongly some drivers feel about automakers continuing to control the digital experience after a vehicle has been sold.
In this video, we look at what’s happening to modern cars, why automakers are pursuing recurring revenue after the initial sale, and whether we’re heading toward a future where buying the car is only the beginning of what you have to pay for.
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