Mercedes is the latest manufacturer to lock auto features behind a subscription fee, with an upcoming add-on that allows drivers to pay to access motor performance their vehicle is already capable of.
When in Dynamic drive mode, the $1,200 yearly subscription improves performance by boosting output from the motors by 20 to 24 percent, increasing Torque, and shaving around 0.8 to 0.9 seconds off 0 to 60 mph acceleration. Mercedes deliberately limited performance to later sell as an optional extra, as the subscription doesn't come with any physical hardware upgrades. The Mercedes-EQ EQE and Mercedes-EQ EQS are electric car models.
The built-in vehicle features have been restricted by auto brands.
As global sales for new cars have fallen in recent years, car manufacturers have pivoted towards selling software updates and features as subscriptions to generate a continuous revenue stream. Mercedes payswalling its vehicle performance is part of an emerging trend that sees auto brands restrict the capabilities of hardware that already comes factory-equipped with the vehicle.
BMW sparked outrage by charging an $18 monthly subscription in some countries for owners to use the heated seats already installed in its vehicles, just one of many features paywalled by the car manufacturer since 2020. BMW tried to charge its customers $80 a month to access Apple CarPlay andAndroid Auto, features that other vehicle makers have included for free.
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