Hyundai is exploring the possibility of introducing pay-to-use features in its cars as a way to enhance personalization and maintain a connection with customers after the sale. This move comes as Hyundai launches a new division in Europe that brings together its car subscription and connected services under one roof. The company is shifting its focus from solely selling cars to embracing the future of mobility, which includes transitioning from car ownership to car subscriptions.
One of the key aspects of this new division is the restructuring of Hyundai’s Bluelink app. Currently, Bluelink allows owners to remotely control various features of their cars, such as pre-conditioning, locking, and navigation. With the new system, Bluelink will be offered in three different grades: Lite, Plus, and Pro. The Lite version will be free for the first 10 years and will only provide in-car use of maps and online services. The Plus version, priced at €2.99 per month, will grant access to all remote services. The Pro version, priced at €9.99 per month, will offer advanced data-driven services like in-car payments and partner offers.
Hyundai’s goal with these changes is to stay connected with customers even after they have purchased their cars. The company is considering the possibility of implementing feature-on-demand integration, allowing customers to add new features to their older cars. This approach goes beyond what other automakers have done in the past, where new features were introduced through software updates. Hyundai aims to upgrade existing components like the battery, motors, parking cameras, and sensors through software updates to enhance performance.
Marcus Welz, head of Hyundai Connected Mobility, believes that many advancements can be achieved through software updates without requiring significant hardware changes. By utilizing existing hardware and continuously developing new features and functionality, Hyundai can provide enhanced experiences to its users.
The concept of pay-to-use features is not entirely new in the automotive industry. BMW, for example, has faced criticism for limiting certain features behind paywalls. However, Hyundai aims to go beyond the current examples and bring new features to older cars. This approach demonstrates Hyundai’s commitment to customer satisfaction and its willingness to adapt to changing consumer preferences.
With the launch of its new division and the potential introduction of pay-to-use features, Hyundai is positioning itself as a leader in the future of mobility. By embracing car subscriptions and enhancing connected services, the company aims to provide a more personalized and convenient experience for its customers. Hyundai’s focus on software updates and feature-on-demand integration demonstrates its commitment to staying at the forefront of technological advancements in the automotive industry. As the company continues to innovate and adapt, Hyundai owners can expect even greater customization and flexibility in their driving experiences.