Isn't this just a new way to pay for already existing options? Instead of paying the full cost in advance, you can spread it over the product's lifetime, and once the car gets resold, the new buyer can "configure" it as they prefer.
That's assuming manufacturers wouldn't already include the price of rentable hardware in the cost of the car.
Would any manufacturers do that?
Why would a manufacturer fit in hardware for heated seats into a car, and not charge you for it? Because they hope you will subscribe to the heated seats?
This argument breaks down in markets like India, middle East, Malaysia etc where it's hot and humid, and nobody would want to use heated seats. If you don't subscribe, then it'll be a loss for the manufacturers who included the hardware and not charged you for it.
Of course, the sane thing would be to not offer heated seats at all in such markets, but as things stand today, heated seats are offered in these hot places (and nobody uses them AFAIK).
In the subscription-based future, here's how I think it'll be like:
- heated-seat hardware will be present in the car
- heated seats will be a rentable option
- manufacturers would include the price for it anyway in the cost of the car
=> customers lose
Cars are expensive as it is, so manufacturers can totally get away with it.
in india, the car market starts at around 4 Lacs Inr or $5000. people tend to now buy cars for like 4-9L or $5000-$12000. the cheapest EV on the market is tata tigor ev for like inr 12Lacs or $15000 and those prices are on the high end spectrum of the general market and mass adoption is only possible if prices are price-matched or be close to the ICE cars.
in that situation, it is not possible to add "features" that the people don't care about. think about it, a $5000 car is barebones as it is, when they launch its EV version, it is not going to have tesla features. there are manufacturers who are failing NCAP testing and they are pushing to not make such testing mandatory because in their opinion, it would reduce choice for customers and their own business would fail.
I don't see how your conclusion follows your premise.
> people tend to now buy cars for like 4-9L or $5000-$12000
Sure the majority of the sales are for cheaper models, but go to any tier-1 or tier-2 city and you'll see plenty of BMWs, Mercs, Audis, Jaguars, Land Rovers, and whatever else is under the sun. Like, stand on any random junction, and I guarantee that the won't even be a single minute where you won't be able to spot a >₹50 lakh car ($62000). Yes the sales numbers are objectively much lower, but still you see plenty of them.
> those prices are on the high end spectrum of the general market
People have moved past the ₹12 lakh mark a while ago. It's more like ₹25 lakhs now. I see plenty of Hyundais, Hondas, Kias, and Toyotas. None of them exactly have a cheap model anymore.
Heck, there's such a huge number of Toyota Innova/Crysta on the road that it's practically invisible now. And top end Crysta retails at ₹25 lakhs (≈ $31000).
> in that situation, it is not possible to add "features" that the people don't care about
Move up the price range and you start to see nonsense (in this country) features like heated seats. My E-class has a panoramic sunroof which I never open because the sun is scorching here, and the glass' greenhouse effect cooks everyone inside so the AC has to work harder.
> there are manufacturers who are failing NCAP testing and they are pushing to not make such testing mandatory because in their opinion
European manufacturers here have always done well in terms of safety. Not entirely sure about other Asian brands. As for Indian brands, new Tata and Mahindra cars pass GNCAP with 5 stars, though Maruti still has a lot to improve.
yeah, it was maruti who said that so there you go.
>Move up the price range and you start to see nonsense (in this country) features like heated seats. My E-class has a panoramic sunroof which I never open because the sun is scorching here, and the glass' greenhouse effect cooks everyone inside so the AC has to work harder.
i do not own a car. no one in my family does. you say your e-class so your income bracket is already in the top %.
>People have moved past the ₹12 lakh mark a while ago. It's more like ₹25 lakhs now. I see plenty of Hyundais, Hondas, Kias, and Toyotas. None of them exactly have a cheap model anymore.
i am not saying people arent buying this. my point is, they are serving a niche and not cutting into the sales of cheap vehicles where haggling is done on the number of airbags.
>Move up the price range and you start to see nonsense
that is my point. if you stay in the price range of sub 12L, you will not find those features and as long as these cars sell, these features will not be common in india.
And as soon as that car hits the second hand market, the next owner can find the appropriate relay, tap in a switch, and solve the rent to use problem.
While obviously a big pain in the butt, aftermarket EV computers are coming onto the market which could help solve the long tail of used EV software related nuisances.
Lots of learning from the EV conversion market will go directly into that ecosystem too I feel. But that said, I'm pretty sure that it's already illegal in many countries to tamper with the ECU. It's currently because you can change the emissions profile of the car, but I'm sure they'll just swap to saying it's about safety instead for EVs.
The cost of installing heated seats might be at least partially included in the base price. But that's different from the price they charge for buying heated seats. The $300-$500 you currently pay for heated seats are not reflective of the price to run a couple resistive wires through a seat, they are reflective of what people are willing to pay for the convenience and status of heated seats.
