Automakers are increasingly obsessed with turning everything into a subscription service in a bid to boost quarterly returns. We’ve noted how BMW has embraced making heated seats and other fea…
I worked in design for a major global automaker, I designed and prototyped various user experiences around enabling/disabling features on demand, and paying a subscription. This was 7-8 years ago, and the context was developing countries and what we called “emerging markets” where people just bought bare bones base model vehicles, but there were always 1 or 2 highly desirable features they needed but could only get in a high spec model - they couldn’t afford.
The idea tested very well, they could buy their cheap vehicle and then enable just the things they really need. And they would pay for that. I still think this is a valid and good use case for subscribing, in these markets and for these people.
Somewhere between then and today, sales and marketing entered the chat, and I know because I fought them tooth and nail. What I designed morphed into subscribing to everything for everyone.
I don’t work there any more and that’s part of why.
That doesn’t solve the issue at all, the feature is there, it just isn’t enabled, extremely scummy.
If it was a modular design where you payed a one time fee for whatever you needed it would be less bad, not a damn subscription.
I worked in design for a major global automaker, I designed and prototyped various user experiences around enabling/disabling features on demand, and paying a subscription. This was 7-8 years ago, and the context was developing countries and what we called “emerging markets” where people just bought bare bones base model vehicles, but there were always 1 or 2 highly desirable features they needed but could only get in a high spec model - they couldn’t afford.
The idea tested very well, they could buy their cheap vehicle and then enable just the things they really need. And they would pay for that. I still think this is a valid and good use case for subscribing, in these markets and for these people.
Somewhere between then and today, sales and marketing entered the chat, and I know because I fought them tooth and nail. What I designed morphed into subscribing to everything for everyone. I don’t work there any more and that’s part of why.
That doesn’t solve the issue at all, the feature is there, it just isn’t enabled, extremely scummy. If it was a modular design where you payed a one time fee for whatever you needed it would be less bad, not a damn subscription.