Automakers really, really want that subscription-based recurring revenue. But most attempts aren’t going all that well. Instead of charging for useful new features added to the vehicles, some have opted to artificially paywall certain upgrades—including some that already come physically installed on the vehicle. Power boosts that make a car faster, headlights that turn with the steering wheel, or even heated seats are all on the piecemeal nickel-and-dime subscription menu for automakers to get some of those sweet, sweet monthly or annual fees.
