Recently, auto giants have started to offer paid subscription systems to create additional income, increase brand loyalty, ease of production and other reasons. Subscriptions offered certain features to users for monthly or annual fees. Among the companies that put out paid subscriptions, there were many brands from Volvo to Mercedes-Benz, from BMW to Honda.
While the discussions about these systems continue, a research on the subject has been done recently. The results revealed that, surprisingly, users may not be complaining about subscriptions.
Users are willing to subscribe to add new features to their cars
The results are from a study by S&P Global Mobility on nearly 8,000 global customers. According to the findings of more than half of the respondents, customers do not have negative thoughts about subscribing to have features that come for free or with a one-time additional fee.
4,500 people who had a free trial or existing subscription experience on a 2016 model or newer were asked if they would like to subscribe in the future. 82% of respondents stated that they can subscribe by paying a fee when purchasing a new vehicle in the future.
S&P Global Mobility says the best way to persuade customers to subscribe is to introduce them to such services. The results also reveal that users are more likely to pay when the features are tested. Of course, we can say that the effect of the free trial can be much greater. In addition, 85% of the participants state that they would recommend the services to their friends.
Let’s also emphasize that consumers are more willing to pay for certain features than others. For example, security features, advanced navigation, driver assistance systems are among the most requested services in subscriptions. On the other hand, an important part of people; He does not want to spend money on features such as heated seats and heated steering wheel.
As a result, the data reveals that paid subscription systems in cars can be welcomed. So what are your thoughts on this? How do you look at paying money regularly to add new features to your car?
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