Once upon a time you bought a car...
...and the only "extra fee" you paid was the extended warranty. Then of course you had the expected service charges for scheduled maintenance, break-fix and other running costs.
Those were the simpler days of the "analogue car" where the instrument cluster had gauges, radio's had real buttons, and nothing changed about the vehicle's original specifications. You got the occasional "recall" letter where a discovered fault needs to be addressed. More often a software bug needs to be fixed. My last recall was a faulty airbag mechanism.
[I still own one of those mostly analogue cars, a 2009 C Class Mercedes. Rock solid car. It's more computerized of course than prior generations. Yet you still get a feel of its mechanical origins, even if it's an automatic transmission. My wife complains about the flimsy acceleration. It's high time to get an Electric Vehicle.]
The factor that matters most in the cost of a car is software
The intrinsic value of a car is primarily in software. That's not a surprise to anyone in the automotive sector, but not that obvious to most others. With the computerization of steering, braking, acceleration and body control---software is the intermediary, if not the operating system. Every modern vehicle's electric and electronic architecture is surrounded by hundreds of millions of lines of code. It is software-defined, as the industry has currently coined the evolution.
The next big step for car makers is to convince us of a new value proposition where our driving experience can be enhanced and upgraded on the fly--after the purchase.
There are several popular ways to depict this new relationship with their product: (a) it will be like using an iPhone with downloadable apps (b) like playing a video game with in-car purchases (c) a driving experience that can be tailored with features charged on demand
While a relatively small opportunity today for car makers, this idea of a "software-defined vehicle" is projected to become an annual market size of $40 billion by 2030. More aggressive numbers predict billions of dollars for each of the major automotive OEMs in the form of recurring fees. Thereby creating a new stream of revenue not unlike Amazon Prime, Netflix and other software company business models. A software-led model that is more profitable and has higher margins when compared to solely being a manufacturer of machines.?
We have already gotten a taste of how software changes our relationship with the > 100-year-old automobile: The digital cluster. An array of hi-resolution screens with a more precise reading of things like speed and vehicle health, familiar touch interaction and responsive navigation apps.
Every year car makers launch even better displays that are slicker and better integrated into the driving experience. It used to be called Tesla envy. But now it's necessary for a car brand to compete on the best digital cockpit experience. For example, BMW's next-generation digital assistance will be built on Amazon's Alexa voice technology. Mercedes has its MBUX Hyperscreen that made its debut in the EQS as "one?56-inch, gently curved piece of glass, three separate displays merge to look like a single entity."
These digital cockpits are part and parcel of the base price of the car. There is no separate charge for a cool looking dashboard unless you use something like Apple Car Play where some car makers charge an initial integration fee of some sort.
Even if car makers wanted to charge for a premium user interface the interest and adoption of Android Auto and Apple Car play has created a level playing field. Much like Microsoft or Apple iOS ---the base operating system is nominal or free and the real money is in the apps.
So it has been decided by car makers and the automotive ecosystem that the way forward to profitability, brand differentiation and customer loyalty will be a constantly improving car experience derived from software & apps. Well beyond fixing something that is broken in the car, the opportunity is car functions on demand that are activated at any point in the ownership (leasing) journey. Some features will absolutely need pre-installed hardware & sensors.
What exactly are we going to pay for in an upgradable driving experience?
Most of us would like to believe there is no such thing as a premium safety feature. For example, forward collision warning is a feature that detects the "potential for collisions and alerts the driver through visual, audio, or haptic warnings" and together with emergency braking can reduce rear-end collisions by 49%. Sounds like a pretty important, standard feature. Even in this case, car makers are still experimenting with what should be baseline, what's premium and what's our willingness to pay.
Here is a rough classification of pay as you go car features, software-activated features and software updates and upgrades options:
- More performance. For example, Mercedes Benz "Acceleration Increase" reduces the time to go from 0-60 mph by one second for the Mercedes-EQ Electric Vehicle. Similarly, the Volvo Polestar 2 removes 4.2 seconds for a mere $1195 that is made possible by a "software upgrade". In each example the software unlocks a engine performance limiter.
- Extra comfort and convenience: Recently BMW seemed to have confused some customers that it will charge for heated seats---when in fact it won't. However, BMW does have a host of convenience features under their BMW Connected Drive offering that are mostly upfront payments. A feature called "high beam assist" automatically switches beams on and off when there is oncoming traffic. The price for 1 month =10 Euros and for unlimited usage is 200.00 Euros.
- Better steering & handling. Germany buyers can pay $576 per year for rear-wheel steering on the EQS---which helps improve the turning radius.
- Driver assistance. Audi lets drivers purchase subscription to a parking assistance feature. Of course, Tesla was the pioneer in software upgrades. Today it offers its "Full self-driving" feature in a beta mode for a fee (anywhere from fixed price of $15,000 or $99 and $199 per month depending...). As Elon Musk puts it just "request it from the car screen". Cadillac offers hands-free driving for the highway called Super Cruise for $25 per month. Other top features that come with various pricing models: Lane Departure Warning, Lane Keep Assist, and Automatic Lane Centering, self-parking, Adaptive Cruise Control and Collision Avoidance
- Immersive experiences: This is a catch all category of features that is evolving. Here is a good example: Continental AG, the German developer and supplier of automotive and mobility solutions will receive the Innovation Award for its Scenic View Heads-Up Display (HUD) at CES 2023. The technology displays the information of the instrument cluster, center display and passenger display as a virtual image reflected on the windshield spanning the entire cockpit that is visible to everyone in the vehicle. [Will add images]
- Threat detection & incidence response. GM includes it's OnStar service on some models for a fee of $1500.00 and comes with 3 years of roadside assistance and "crash response". BMW offers a threat detection system for $280 per year.
- Connected Apps: Usually available on a mobile app, mirrored on the dashboard (via Google Android / Apple Car Play) or integrated as part of the in-vehicle experience. Basics: Lock and unlock, real-time diagnostics, check EV car range or schedule maintenance. Want some more stuff, consider Kia Connect that offers 66 features including in car air quality monitoring...with an initial 3-year subscription for free.
- Interior sensing: Driver monitoring systems can tell if you are distracted, texting, drowsing or plainly speaking a bad driver at any moment. Camera(s) stare at your facial expressions picking up cues from the gaze of your eyes to head posture and other signals, These systems are mandatory in Europe and will most likely become so in the US. How will auto makers enhance these capabilities ---and charge a fee? Already there is a distinction in occupancy monitoring vs. driver monitoring opening up the possibility for new offers...maybe keep a watchful eye on your dog to alert in case it eats up the leather seats.
- Mobile connectivity. Likely a feature that will not be priced separately in the future, but for now car companies offer some sort of paid connectivity service. For example, Porsche Connect has a Wi-Fi-hotpot feature for $20 per month
- Remote access & start. Self-explanatory, but as an example Toyota's REmote Connect costs $8 per month and lets you start your car and get it to the temperature of your choosing.
- Novelty & tailored features: This one requires out of the box thinking., but luckily Toyota has something up its sleeve: a Software-based electric clutch. Toyota’s is working on a manual transmission for EVs where?software will mimic the behavior and interaction model of well--- a stick shift. No pricing or availability date.
- Third-party Apps: Google's Waze is available in Renault’s Austral Hybrid and Megane E-Tech electric vehicles in Europe. One can expect real-time routing, navigation, etc. but notably designed for a larger display and without connecting a phone. Presumably there will be other apps that need to be mirrored, or natively run in the vehicle. Which ones will have a separate charge?
- EV support features: While I don't own an EV (yet) I do know you have to locate a EV charging station, charge and pay. To get that done you need an EV charge point app and of course a charging station. What value add can be offered by OEM's (and EV charging facilities) that is beneficial enough to warrant a fee?
Still, there are issues that automotive OEM's need to contend with
- Public awareness and education on the value (product & feature management): There are many features on demand that need specialized hardware support be that increased engine performance or driving assistance functions that need cameras and sensors. This hardware and underlying operating software will be pre-shipped ...then turned on. Put more elegantly by BMW's recent clarification on its functions on demands strategy: "they will offer premium features through software upload that use data and sensors from factory option hardware already built into BMW vehicles." While car makers know what they are doing and offering, the buyer is probably still confused about what's happening. In fact a bill in New Jersey is being crafted to ban car makers from charged anything on a subscription basis that uses pre-installed hardware. Clearly the bill needs to catch up with technology--but nevertheless buyer education is necessary across the board. In fact a study by Cox Automotive found that 75% of consumers are not willing to subscribe to most vehicle features. In the software realm, we have a whole discipline around product-led marketing and management that is exclusively focused on value creation ---feature by feature. A feature management approach will have to be taken up by car makers that now are more like software companies.
- Great & predictable software is not easy (safety-critical & cloud-native software). The culture and DNA of incumbent auto makers and their traditional suppliers is not software engineering. It is grounded in mechanical and now more so electrical systems. So not only do they need software & digital talent, but the necessary processes, methods and tools to ensure rigor of automotive grade software. Software is not just software in the car especially when it needs to be ultra-responsive for an instrument cluster---or meet safety critical standards for a lane departure warning function. Real-time faults are not just frustrations they are life consequential. You cannot have buggy software or behavior that is unaccounted for. Behavior has to be deterministic and well known.
If the base price of the vehicle is clearly articulated and the features on demand materially add value...then I personally have no qualms about paying a subscription fee. However, there has better be no bugs in the software.
https://www.theverge.com/2022/12/14/23508088/volkswagen-software-id4-bug-problem-smartphone
Hmmm, a car subscription service?! If the fee goes over $15 a month, I start questioning if I really need it. I guess it's more for the die-hard car lovers with deep pockets. Right now, it's a solid no for me.
Undergraduate Student| North South University Brand Representative| Interactive Cares
10 个月In reference to the "conflicting outcomes" of innovation, "Managing Innovation in Market Economy–10 Principles" (https://www.the-waves.org/2020/07/25/managing-innovation-in-market-economy/) highlights the potential for increased inequality alongside economic growth. This aligns with your point about subscription-based car features exacerbating affordability concerns for low-income drivers. I would appreciate your remarks on how to ensure innovation benefits everyone!