How to Spot (and Avoid) Sneaky Car Subscription Services

When it comes to buying a car, there are already a lot of factors you need to take into consideration from the star, from mileage and fuel efficiency to safety features. However, there’s a relatively new car concept on the rise that buyers need to consider before they make their big purchase: car subscription services.

Yes, you read that right. Many car brands have rolled out car subscription services to access even more features in their cars, most of which some argue should already be included in the price of the car. This topic of car subscription services gained traction after BMW started charging for the ability to have heated seats. This received a lot of backlash and was ultimately stopped in 2023, however, it hasn’t stopped companies from charging for other features.

Ahead, we spoke with car experts about what you need to know about car subscription services from the different features, how car companies can get away with this type of service, and whether or not it is worth it for the average buyer.

Sneaky Car Subscription Services

Many car brands have a subscription service available to customers that they can opt into when initially purchase their car or afterwards when they are ready to start the subscription.

“On one hand, they promise flexibility, you only pay for heated seats during winter, for example, but on the other hand, charging for hardware that’s already in the vehicle often feels unjustified,” says Patrick Peterson, an auto expert and team lead at GoodCar.com. “Unless you’re certain you’ll benefit enough from the feature to outweigh the cost, these subscriptions frequently come off as unnecessary—and sometimes even exploitative.”

Here are some common car subscription services you might find as you look into this option.

Remote Start

If you live in an area with a hot climate, then being able to start your car from a key fob or phone before you get inside can help cool it down and make it more comfortable. While some cars already come equipped with this feature for everyone to use, some brands are only making this feature available to subscription customers only.

The cost for this feature varies based on the subscription type and if you decide just to purchase that feature or a bundle. For example, the feature from Mercedes Me Connect costs roughly $35 per year whereas with BMW ConnctedDrive you can either pay $105 for the year or $330 for the car’s lifetime.

Other car subscription services that offer this feature include Audi Connect (included with car purchase) Kia Connect and Tesla.

Vehicle Locating and Tracking

We’ve all been there where you forgot where you parked and can’t remember no matter how much you try. Some car brands offer a vehicle locating and tracking feature as part of their subscription service. You can typically see where your car is through the designated app and find it that way.

Pricing varies based on the subscription service but it typically ranges between $10-$25 per month and $300-$500 per year. Some bundles include it but it depends on the type you get.

Some car subscription services that include this feature are Mercedes Me Connect, BMW ConnectedDrive, Audi Connect, Kia Connect, Porsche Connect and Tesla.

Drive Recorder

If you’re interested in having your drive recorded, then you may want to get a subscription with this feature. The function depends on the car, however, it can typically record the surroundings in front and behind your car similar to a dashcam.

Some car subscription services that include this feature are Mercedes Me Connect, BMW ConnectedDrive, Audi Connect, Porsche Connect and Tesla and the pricing varies from $250-$500 per year.

Maintenance Reminders

It’s possible that a light might turn on in your dashboard when you need an oil change or if you have a flat tire, however, that’s usually the extent that most cars go. That said, some modern car subscription services can provide maintenance reminders to car owners alterting them to tire pressure issues, change oil, fluid levels, air filters, etc. Perhaps you’re a self-proclaimed car guru and remember to check those things on your own, but for some people these extra reminders to keep their car in good shape are worth the extra money.

The types of alerts received will vary based on the subscription but services like Mercedes Me Connect, BMW ConnectedDrive, Audi Connect, Kia Connect and Porsche Connect all offer this feature.

In terms of price point, it can vary between $10-15 per month to $250-$400 for the year depending on the service.

Real Time Traffic Information

While you don’t necessarily need this from your car when there are apps like Google Maps or Waze to help, some services offer this feature to help you while on the road. In addition to real time traffic information, you may also be given weather updates or access to Google Earth depending on the type.

Some car subscription services that include this feature are Mercedes Me Connect, BMW ConnectedDrive, Audi Connect, Porsche Connect and Tesla and the pricing varies from $10-$25 per month depending on the plan.

These are just some of the subscription types you can opt into if you’re interested. Perhaps you may find that a bundle works better for you than picking individual features or vice versa — you have to select the best plan for your needs.

FAQ

Why can car manufacturers charge me for services that are built into the car?

According to Peterson, from their perspective, feature subscriptions allow for simplified manufacturing with standard hardware across models, and open recurring revenue streams similar to the smartphone business model. “However, as BMW’s heated-seat reversal demonstrates, maintaining consumer trust and delivering perceived value are critical,” he adds.

Additionally, monthly subscription fees offer a steady, predictable stream of revenue, exactly what companies (and their investors) crave. “Unlike one-off vehicle sales, recurring revenue supports better forecasting, stronger valuations, and a tighter financial runway.”

What is the future of car subscription services?

Peterson says that drivers can expect more add-on options like driver-assist tiers, navigation enhancements, entertainment systems, and safety packages in the future with car subscription services. “There’s growing interest in monetizing used-car fleets, too, with OEMs offering trial subscriptions to second- and third-hand owners,” Peterson explains. “As platforms evolve, vehicles may increasingly resemble software ecosystems, offering over-the-air feature activations, but backlash and regulatory red flags may guide how transparent and balanced these models remain.”

How do you avoid car subscription services?

The only way to avoid being roped into car subscription services you don’t want to pay for is to ensure you stay informed about which deal-breaking features come with your car and which will be hidden behind a paywall. Be sure to ask your salesman which features require a subscription (and which ones come with a free trial but will ultimately be hidden behind a paywall a year or two after purchase). If one or more of the features you consider a deal-breaker will end up behind a paywall, you may want to consider another car.

About The Experts

• Patrick Peterson, an auto expert and team lead at GoodCar.com.

Sources

• Kiplinger: Automakers’ Added Subscription Fees Raise Legal Questions (2024)

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