Connected vehicle technology is a big part of Ford’s future plans, as the automaker expects to generate $20 billion in annual revenue by 2030 from both its retail and Ford Pro business in that regard, as well as leverage that technology to reduce marketing and warranty costs. FoMoCo has already said that some of these features and services will be free, while others will be subscription based, but it appears that new car buyers have a very strong opinion on that topic, according to a new survey from Cox Automotive.
A full 75 percent of new car buyers surveyed by that organization said that they are not willing to pay an annual or monthly subscription fee for most features on their next new vehicle, and instead expect those features and services to be included in the vehicle’s sales price. In terms of which types of features and services new car buyers expect to be included, that list includes safety and comfort features such as heated and cooling seats (indicated by 92 percent of those surveyed), remote start (89 percent) lane-keeping assist (89 percent), and automatic emergency braking (87 percent).
Of the 25 percent of buyers that said they would be willing to pay for such services, more than 80 percent said they would fork out between $30-$35 a month for those same aforementioned safety features, $20-$25 a month for things like performance upgrades, over-the-air software updates, and stolen vehicle tracking, as well as $15-$31 a month for creature comforts such as heated/cooling seats and remote start.
While Ford CEO Jim Farley previously criticized BMW for its heated seat subscription model, The Blue Oval has launched some other subscription features, including stolen vehicle services in Europe. The automaker has also enjoyed a tremendously positive response to its FordPass and LincolnWay apps, which tout a 91 percent adoption rate and a total of 8 million users thus far.