Before you say no way, read on. A new study by S&P Global Mobility found consumers actually like subscription services once they try them IF they are for new, high end features such as high beam assist. And the catch is, they have to try them first to be interested.
Conversely, consumers don’t want to pay for lower end features that have been on the market for years such as heated seats.
In a group of about 4,500 respondents who had experienced a free trial or a subscription service in a 2016 vehicle or newer, 82 percent said they would definitely or probably consider purchasing subscription-based services on a future vehicle.
The most popular services were “enhanced navigation” and advanced safety systems (ADAS). “For a lot of those features, when you buy them in full at the dealership, the initial investment is overwhelming,” said Yanina Mills of S&P Global Mobility.
Also high-beam assist and digital video recorders, had the highest satisfaction rating of all connected services at 89 percent, said the study.
But less expensive features such as heated seats and a heated steering wheel, which have been available for years, are less popular than subscriptions for novel, high end features.
“When everything becomes a subscription, it becomes overkill,” said Mills.
See more at S&P Global Mobility
source: https://www.ceoutlook.com/2023/07/21/consumer-warming-up-to-subscriptions-in-cars-yup/
