Would you want to “subscribe” to heated seats?
Source: BMW is going all-in on in-car microtransactions – The Verge
With rentals or leases, this is interesting.
Imagine a car rental service that buys all one brand with different form factors (sedan, pickup/suv, minivan, or whatever) to save on maintenance overhead.
When you rent a car, you can pay $X/day for the basic, car with no extra features. You pay $X+Y/day for various options enabled. Something goes weird during our rental, bam, free upgrade.
The car companies charge 50% of the retail price for the upgrade. Rental companies charge regular price, keep 50%. Seems like a win-win.
Leases, as the story mentions, is interesting since you can lease a car with one config and on the resale market, it can be sold as anything.
For a car that I purchase, I would want a permanent unlock. I wouldn’t want to have to subscribe for 10 years to have heated seats or whatever the whole time.
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