You’re probably already subscribed to numerous service that touch so many elements of daily life, but are you ready for in-car subscriptions? They’re already happening in some ways to unlock features you may not need all the time, but Volkswagen thinks it might be a smart strategy for future autonomous driving technologies.
Speaking to Top Gear in an interview published Wednesday, VW’s head of marketing and sales Klaus Zellmer said he can foresee a system in which drivers don’t pay for the technology upfront. The positive behind this thinking is the price of a new car wouldn’t climb into the stratosphere, noting any prototype self-driving technology today can cost tens of thousands of dollars. Rather than pass that cost onto new car buyers, Zellmer said it might make more sense to simply unlock the function when the driver wants it.
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