Name: Now Audi plans to increase fees to unlock built-in features in its cars - despite major backlash from drivers over rival brand BMW's paywall tactics - Worldtimetodays
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Now Audi plans to increase fees to unlock built-in features in its cars - despite major backlash from drivers over rival brand BMW's paywall tactics - Worldtimetodays

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When BMW confirmed last year that it would charge customers additional fees to unlock features already built into its cars, including £15 a month to use heated seats, it sparked outrage among motorists.Interestingly, the Bavarian brand has only recently decided to back away from this idea, but one of its biggest German competitors says it still plans to extend the availability of “on-demand” features locked behind a paywall in theirs future models.Audi’s head of technical development, Oliver Hoffmann, told Autocar that the next-generation models – including the popular A4 family sedan – will have more functions and features that owners can purchase on an ad hoc basis.Similar moves by Porsche and Skoda in recent months have sparked angry reactions from some drivers, who have criticized automakers for trying to charge subscriptions for features already installed in the vehicles.Audi’s Oliver Hoffmann says the brand’s next-generation cars – including the upcoming A4 family sedan – will have more features that owners can purchase on an ad hoc subscription basisMr. Hoffmann told Autotitle that Audi will soon increase the availability of “on-demand features.” Buyers will “see new features in cars year after year” and the subscription-based model will soon be “normal.”He claimed to Autocar that the decision to offer unlockable features was “a response to consumer demand” rather than an attempt to extract greater profit margins from existing customers – although motorists are unlikely to agree with that sentiment.Audi currently only offers unlockable functions in its e-tron and e-tron Sportback electric vehicles that are available via the “myAudi” app.It includes access to an improved “LED matrix package” with automatic high beam function, a “light function package” that displays animations via the LEDs when locking and unlocking the vehicle, and “parking assistance” for using the semi-autonomous system independently Find places and park.Audi currently only offers unlockable functions in its e-tron and e-tron Sportback electric vehicles that are available via the “myAudi” appHoffmann (pictured) told Autocar that the decision to offer unlockable features was “a response to consumer demand” and not an attempt to force larger profit marginsThese are available at increasing prices over three different subscription periods: Try gives you access for six months; “Experience” means the feature is available for up to four years; and “Own” allows you to purchase the feature directly.Hoffmann spoke to Autocar shortly after BMW confirmed it would no longer charge additional fees to enable hardware-based features in its cars.Not only did a monthly subscription for heated seats cost £15, customers were also told they could use the heated steering wheel feature for £10 a month.BMW sparked outrage last year when it told customers they would have to pay a monthly subscription to add features to their car, even though the vehicle was already equipped with the technologyThis screenshot of BMW UK’s Connected Drive section last year shows the various purchase and subscription options for heated front seatsDo you want a heated steering wheel in your BMW just for the winter? The German brand once charged £10 a month for the luxurySpeaking to Autocar in September, Pieter Nota, board member for sales and marketing at BMW, said“What we don’t do anymore – and this is a very well-known example – is to offer heated seats in this way.” It’s either in or out. “We offer it from the factory and you either have it or you don’t.”He further acknowledged that the decision to charge customers additional fees for access to heated seats and faster internet connections in the expensive new models had backfired, saying that “user adoption is not that high.”When the BMW story made headlines last year, many people took to social media to strongly condemn the idea.Responding to the news on Twitter – now X – one user said: “BMW is seriously demanding monthly subscriptions for heated seats and heated steering wheels.”“Components already in your very expensive cars and controlled by software are #greedy and opportunistic.”‘What next? “We’re sorry, but your car isn’t allowed to be driven on Sundays.”Another added: “Although I don’t need heated seats, I would consider looking into other brands.”“If a company is so greedy as to charge money for something like this, I wonder about the overall quality of their vehicles.”However, not everyone is completely against the concept of paying for on-demand features in certain months.One user tweeted: “Sounds crazy but if you think about it it might make sense.”“If there is no additional upfront cost to fit heated seats in the car, it might make more sense to just pay for the winter months.”“You should see the math!”Skoda also recently caused a stir when it confirmed that its new Kodiaq SUV will not come with a navigation system as standard and drivers who want to use the navigation function will have to pay extra to download itMercedes and Porsche also offer similar on-demand subscriptions for driving assistance packages and Wi-Fi upgrades.Some links in this article may be affiliate links. If you click, we may receive a small commission. This helps us finance This Is Money and keep it free to use. We don’t write articles to promote products. We will not allow a commercial relationship to compromise our editorial independence.

When BMW confirmed last year that it would charge customers additional fees to unlock features already built into its cars, including £15 a month to use heated seats, it sparked outrage among motorists.Interestingly, the Bavarian brand has only recently decided to back away from this idea, but one of its biggest German competitors says it still plans to extend the availability of “on-demand” features locked behind a paywall in theirs future models.Audi’s head of technical development, Oliver Hoffmann, told Autocar that the next-generation models – including the popular A4 family sedan –...

Now Audi plans to increase fees to unlock built-in features in its cars - despite major backlash from drivers over rival brand BMW's paywall tactics - Worldtimetodays

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