How can car companies provide true value with their subscriptions to ensure success?

According to a survey of prospective car buyers, the most in-demand upgrades in vehicle features were additional horsepower and safety features like lane assist. Only 25% of the respondents were willing to pay extra to unlock these features.

Consumer willingness to pay for additional features significantly impacts the digital transformation of car companies. If consumers are willing to pay extra for additional features, it provides an opportunity for car companies to increase their revenue through digital services. However, if consumers are not willing to pay for these features, it could lead to a failure in the company's digital transformation strategy. For instance, GM earned a staggering $2 billion from in-car subscriptions alone last year, indicating a positive consumer response. However, a survey revealed that only 25% of prospective car buyers were willing to pay extra to unlock a vehicle feature. This suggests that car companies need to provide true value with their subscriptions to succeed in their digital transformation.