Remote pre-conditioning via an app,
subscription-based navigation updates and vehicle tracking from a distance:
an increasing number of in-car functions are now tied to paid digital services. A recent analysis by the German
motoring association ADAC, conducted in cooperation with the technology
magazine c’t, shows that customers are often insufficiently informed
about prices, contract durations and follow-up costs.
Digital services often come at an extra cost
Typical digital services include remote access to vehicle
data and app-based control of functions such as vehicle location or climate
pre-conditioning. In many cases, these services are initially offered free of
charge, but only for a limited period.
Skoda, for example, provides three years of complimentary
access. Audi and Opel offer certain services for up to ten years, while Nio
makes comparable functions available free of charge for the entire lifetime of
the vehicle. By contrast, navigation services and extended
infotainment features frequently become subject to fees once the free
period ends.
BMW charges close to ten euros per month after a three-month
trial period, while Mercedes-Benz may charge up to 329 euros per year after
three free years. In some cases, pricing remains unclear for a long time.
Renault plans to define costs only after the end of its free usage period in
2027, while Volvo states that customers will be informed shortly before the
four-year free phase expires.
Keeping track of costs remains a challenge
According to the ADAC, the market comparison reveals
substantial differences between manufacturers. For consumers, estimating the
total cost of digital services over the lifetime of a vehicle often involves
significant effort.
The association advises buyers of young used cars in
particular to clarify the status of connected services before signing a
purchase contract. Many functions may only remain free of charge for a short
time or may already require payment. Written confirmation of which services are
permanently included in the purchase price is therefore essential.
Transparency as a key requirement
The ADAC is calling on manufacturers to significantly
improve transparency. Customers should be clearly informed about how long
digital services can be used free of charge and what costs will arise
thereafter. Given that vehicles are typically used over many years, buyers need
a reliable long-term cost perspective at the time of purchase.
In addition, the association argues that subscriptions
should be transferable when ownership changes, in order to avoid unnecessary
loss of value. From the ADAC’s point of view, functions that are essential for
safety or basic vehicle operation should remain free of charge throughout the
entire lifecycle of the vehicle.
Digital services reshape car ownership
The findings highlight a broader shift in the automotive
market. As vehicles become increasingly software-driven,
the traditional one-off purchase price is being supplemented by recurring
digital costs.
While connectivity enables
additional convenience and functionality, unclear pricing models and
limited transparency risk undermining customer trust. Without clearer standards
and more comparable offerings, digital services may increasingly be perceived
less as added value and more as a long-term financial burden.
