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Home › Pay › Nickel-and-dime tactics › Feature subscriptions
Paying again for what you already have

Paying a subscription for features already in your car

More cars and gadgets now come with features that are fully built in but locked until you pay a monthly or yearly fee. You already own the hardware, yet the company charges again to let you use it. Before you buy, it pays to know which features are included for good and which ones come with a running bill.

Where you’ll see it

Heated seats by subscriptionIn 2022, BMW offered a monthly subscription to turn on heated seats in some countries, including the UK, though the heaters were already in the car. In September 2023, a BMW executive said it would stop charging that way.
Remote start through an appSome car makers let you start or lock your car from your phone only while a connected-services plan is active. After a free trial ends, the feature stops working unless you start paying.
Driver-assist features unlocked by softwareSome newer cars carry cameras and sensors for hands-free or advanced driver-assist features, but the software that uses them is sold as a monthly, yearly, or one-time add-on after you buy the car.
Built-in navigation and live trafficThe map screen came with the car, but live traffic, map updates, or voice search may need a paid plan once the trial period runs out, even though your free phone app does much the same job.
Smart home gear that needs a planMany video doorbells and security cameras record clips only with a monthly plan. Without it, you may get live view but no saved video, even though the camera itself can do more.
Printers that police their own inkSome printers work fully only with the maker's ink or an ink subscription, and features may be limited when you use other cartridges. The printer you bought is tied to an ongoing bill.

What it really costs them

When the part is already installed, turning it on often costs the company almost nothing. It is a software switch, sent over the air. The seat heater, camera, or sensor was paid for when the car or device was built, and that cost is usually baked into the price you already paid.

To be fair, some features do have ongoing costs. Live traffic, cellular data, cloud video storage, and map updates all cost the company money to run. Those can be fair to charge for. The problem is charging again, month after month, for hardware you own that needs no ongoing service at all.

How to spot it

  • The feature is listed with words like trial, plan, connected services, or unlock.
  • The spec sheet says the hardware is equipped, but the feature is sold separately.
  • A free period is measured in months or years, not for the life of the car.
  • The app asks for a card before the feature will work.
  • The dealer cannot tell you, in writing, what the feature costs after the trial.

What you can do

  1. Before you buy, ask for a written list of which features are included for life and which need a plan later.
  2. Ask what each plan costs after the trial, and add that cost to the price of the car.
  3. Compare models or brands that include the feature at no extra charge.
  4. Use free alternatives where they work, such as phone maps instead of a paid navigation plan.
  5. Put trial end dates on your calendar and cancel any plan you do not use.
  6. If the cost was hidden or misleading, complain to the maker and report it to the FTC or your state attorney general.
Things you can say:
  • “Is this feature included for as long as I own the car, or does it need a paid plan later?”
  • “What will it cost me each year after the free trial ends?”
  • “Can you show me that in writing?”

Rules and your rights

No specific federal law bans charging a subscription to turn on built-in features. In general, it is legal as long as the price and terms are clearly disclosed. Many states have automatic renewal laws that cover recurring plans, including how you are told about them and how you cancel. If a feature fee was hidden or the trial terms were misleading, you can report it to the FTC at ReportFraud.ftc.gov or to your state attorney general.

Related common problems

Related guides

Common questions

Why do car makers charge subscriptions for features already in the car?

Building one version of a car with all the hardware is often simpler for the maker, and software subscriptions create steady income after the sale. Turning on a feature remotely costs them little, so each subscription is mostly profit. For you, it means the true cost of the car keeps going after you drive it home.

Can I refuse a car feature subscription and still use the car?

Yes. The car will still drive normally. You simply will not have the locked feature until you pay for it. Before buying, ask which features need a plan, what they cost after any trial, and whether you can buy the feature once instead of paying monthly.

Does a feature subscription transfer if I sell my car?

It depends on the maker. Some plans end when the car changes owners, and the next owner must pay again. Others let a one-time purchase stay with the car. Ask the dealer or check the maker's terms before you pay, especially for a costly one-time unlock.

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Sources: CNN Business: Why BMW is offering heated seats on a monthly subscription (July 2022, as republished by ABC17) ↗ · Business Insider: BMW owners won't have to pay to heat their seats after all (September 2023, via Yahoo News) ↗

General consumer information, not legal or financial advice. Practices and prices change; check the business’s current terms. AblePro has no relationship with any company named here.