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.
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GM says last year it earned a staggering $2 billion dollars from in-car subscriptions alone. It hopes to grow that to $25 billion by the end of the decade. The big question is whether consumers are willing to fork out the cash for features that should probably just be included in the original price tag. A survey of over 200 prospective car buyers from earlier this year revealed the answer. Only 25% said they'd be willing to pay extra to unlock a vehicle feature. The rest said absolutely not. Of that 25%, the most in-demand upgrades were additional horsepower and safety features like lane assist. The challenge for car companies will be to provide true value with their subscriptions. Otherwise, they are likely to fail.
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