Why heated-seats subscription might not find many takers

Comfort features such as heated seats on a subscription model might not gain any traction among consumers, unless offered with software-driven smart functionalities. As per the S&P Global Mobility survey on feature desirability, out of the 7,800 people surveyed, 66% wanted heated seats and 60% wanted the heated-steering feature in their next vehicle.

Lately, automakers seem to have taken a huge liking to the concept of microtransactions. With cars becoming more software defined, smart and connected, there is a growing consensus in the automotive industry that new vehicles are designed, developed and sold with a clear focus on offering features that go behind a paywall. This is to ensure that original equipment manufacturers can create revenue streams that will continue during the entire life of a vehicle. However, can OEMs put all factory-fitted features on a subscription model? Is the consumer ready to pay for features that they have come to expect as standard equipment? Heated seats and heated steering wheels are among such equipment, especially in the premium segment.