Car companies face several challenges in implementing in-car subscriptions. Firstly, they need to convince consumers of the value of these subscriptions. Many consumers believe that features offered in these subscriptions should be included in the original price of the car. Secondly, there is a lack of willingness among consumers to pay extra for these features. A survey revealed that only 25% of prospective car buyers were willing to pay extra to unlock a vehicle feature. Lastly, the most in-demand upgrades are additional horsepower and safety features like lane assist. Car companies need to ensure that their subscriptions provide these in-demand features to attract consumers.
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