Calculate the global car here. Many car companies do not have a plan

Huntis Tesla describes as the hesitant car maker, forced to spend industrial levels of capital to update a material product through which the levels of marginal software are always out of reach. “Musk does not want to play a BYD game,” says Houschois. “He believes that BYD is the game last year. Except for you get a business tomorrow, you need to play in the game last year.”

Data shift

All car makers are still working hard to create a full upgrade car. “For me, the software is really the game’s change,” says Kevier Martinette, President of Hyundai in Europe. “If everything is mechanical, if you want to move from manual air conditioning to automatic air conditioning, you cannot. If you become a problem with the program, you can already sell it.”

However, car makers, although they are well aware of the sale of physical options such as leather seats or ceiling opening, have not yet been proven that they are able to do the same with digital upgrades.

Most of them understand now Early experiences In selling the subscription access to the pre -installed technology such as hot seats, or acceptable free gifts such as Apple Carplay, greed shows and can Customer alienation. according to A survey from the S&P Global Customers are increasingly liked such contributions, with the proportions of those who say they will pay for the continuous services that decreased from 86 percent in 2024 to 68 percent in 2025.

Without deterrence, I just presented VW Subscribe to increase energy Some of its electric cars, a step that reflects Mercedes ” Increase acceleration For its EQ models, which initially cost $ 1,200 a year.

Perhaps the most important importance, car manufacturers companies have been largely from the ability to sell programs in cars, and a few have been able to get rid of what they sell in the future, which consumers will be really worth buying.

However, despite the relapse after setback, car companies cling to the dream that when this largely reaches a really useful new technology, they could be the ones who invest it, rather than losing technology companies or other suppliers.

They are forced to raise their game, and car makers now realize that they cannot repeat previous mistakes such as allowing others to build spare parts and services against the background of their primary product. “They stole the work from us,” says Martinete, refers to an example of the windshield replacement companies. “So I don’t want them to steal the next.”

Hyundai remains in subscription sales – a more flexible form of leasing. He says: “Sometimes you lose money as a whole, but you are losing lost work in front of leasing companies, to banks, to insurance companies,” he says.

One of the car companies that seem to have more than just an approximate plan for the next contract plan is Ford. Farley believes that business customers are an excellent source of income for subscription revenues. “The customer who uses his car looks at his car completely differently from the retail customer,” Farley told Wire. “When it does not work, they lose revenue, unlike retail customers, who are only annoyed. So they pay for productivity programs.” Ford claims to have nearly a million subscriptions for its “Pro” program.