![]() It's a practice that Tesla has used both in the past and now, once again, artificially restricting the useable storage capacity in some of its electric vehicle batteries. Perhaps more egregious than charging a monthly fee for an in-car data service has been the practice of installing equipment at the factory and then later charging an owner a fee to unlock its use. Indeed, in 2019 BMW earned a degree of consumer distrust after making Apple CarPlay a subscription-only feature for a while before backtracking. But it turns out-surprise, surprise-that consumers don't really want any more monthly payments attached to their vehicles. Wide-eyed executives and shareholders looked at the profit margins and market value of software companies and their "recurring revenue streams" and decided they wanted a slice of that, particularly since a modern car is just so many computers on wheels now. The last decade or so has seen the auto industry get tech fever. ![]() Earlier this week, a BMW board member told Autocar that while it will still pursue some subscription features in the future, those will only be software-based services. BMW's experiment with offering in-car subscriptions for hardware features installed at the factory is over. ![]()
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