Car Functions Now Require Subscriptions — Which Ones and Are They Worth It?

More automakers are charging for features like heated seats and faster acceleration. Explore what’s offered via subscription and if it’s really worth the cost.

Imagine buying a new car—shiny, high-tech, brimming with features. You slide into the seat, turn on the ignition, and... discover the heated seats require a monthly subscription. Welcome to the new frontier of car ownership, where software and services are just as critical as horsepower and torque.

Over the past year, major automakers have been doubling down on subscription-based features, reshaping how drivers access in-car functions. This shift hasn't gone unnoticed—and certainly hasn't gone uncriticized. So, what exactly are you paying for? And more importantly, should you?

The Subscription Shift: Who's Charging for What?

BMW’s attempt to charge drivers for heated seats—despite the hardware being pre-installed—sparked an outcry that ultimately led the German brand to roll back the controversial model. As reported by Edmunds, BMW acknowledged consumer backlash and abandoned the idea of charging for “features that are already in the car.”

Mercedes-Benz, on the other hand, still leans into the model—at least for now. Owners of certain EQE and EQS electric vehicles can pay $1,200 per year for “Acceleration Increase,” a software unlock that boosts horsepower and shaves time off 0-60 mph runs. It’s a performance enhancement sold not through a mechanic, but over-the-air.

Tesla has arguably set the pace in this domain. Its Premium Connectivity package costs $9.99/month and includes access to satellite-view maps, live traffic visualization, and in-car streaming for video and music. There’s also a more bundled offering: $5,000 upfront for three years of Full Self-Driving (FSD), Supercharging, and Premium Connectivity, according to Electrek.

Why Automakers Love Subscriptions

For carmakers, the logic is clear. Instead of a one-time sale, subscriptions provide recurring revenue. For consumers, the supposed benefit lies in flexibility—buy what you need, when you need it. Got a road trip coming up? Activate heated seats for the month. Moving to a hot climate? Maybe skip it entirely.

Additionally, this model makes it easier for manufacturers to introduce new features post-purchase. Cars are increasingly computers on wheels, and over-the-air updates mean new tools can be added long after you leave the dealership.

Consumer Response: Between Pragmatism and Protest

Drivers, however, aren’t lining up to pay. BMW’s reversal on heated seats is telling: customers aren’t thrilled about being charged for something already sitting under the upholstery. But subscriptions tied to added performance or infotainment—features that feel like legitimate upgrades—have found more acceptance.

This tension reflects a broader question: are these subscriptions an evolution or a nickel-and-dime strategy? For many, the answer lies in perceived value. Does a subscription materially enhance the driving experience, or simply monetize what's already yours?

Should You Pay?

The decision comes down to personal priorities. If streaming music or faster acceleration is worth a few hundred dollars a year, then the math might work out. But if you prefer an all-inclusive price up front, look for models and trims where the desired features are built-in and unlocked by default.

One thing is clear: the industry is moving toward digital services, and with that comes a new kind of consumer calculus. As cars become more connected, drivers will need to weigh convenience against cost more consciously than ever before.

In the end, subscriptions are neither inherently good nor bad—they’re tools. And like all tools, their worth depends entirely on how, and whether, you choose to use them.