It started a few years ago when Tesla made their features and some options available through subscription. BMW is now looking to do an overhaul with the launch of iDrive 7.
Buying a car can be strenuous. Not only do you need to decide what model to get, but also what features you need. As someone who has spent time in the car industry I can attest that picking features on a car build can cause a lot of stress. What if the car came with all the possibilities every time? What if you could decide what features to activate based on a subscription payment? Simply log on to ‘your car’ and activate with a payment the feature you want.
Allowing an in car update or shopping experience has the potential of streamlining the production process as well. Removing the variables from the build lines would help minimize any discrepancies or build faults. BMW is not alone in this thought. Ford recently announced that the 2021 Ford F-150 would have the ability to have over the air updates covering the car from bumper to bumper. Tesla of course was the first to offer this type of service and other OEMs are following suit.
This serves another benefit from the pre-owned market as well. It’s just as important that the next owner of the car gets what they are looking for as well. Being able to pick and chose which features and technologies are active when buying that used car would not only streamline the buying process but would help from a dealer stand as well. Bringing cars in off lease would be much easier and prevent cars from going to third party lots.
I realize that this has the implications of some more money exiting your wallet after a car is purchased either new or pre owned, however the upside is fantastic. Being able to subscribe to things like Apple CarPlay, Android Auto, Heads Up display and others will make it so much easier to buy a car down the road.