Future Forward: Hyundai Looks into In-Car Feature Subscription Offerings

May 09, 2024 02:04 AM EDT

HYUNDAI KONA ELECTRO ELECTRIC CAR — (Photo : PIXABAY/mikenr1)

Hyundai introduces Features-on-Demand (FODs), a term denoting pay-per-use features. This initiative falls under Hyundai Connected Mobility's purview. The recently established European division of Hyundai Connected Mobility disclosed plans to merge Mocean car subscriptions and Bluelink services to streamline the launch of on-demand features.

Subscriptions for In-Car Feature Soon

The specific features to be restricted under FODs are undisclosed, but Hyundai mentions the advantage of enhancing older vehicles. Various subscription options will become available through the current Bluelink platform. Hyundai Connected Mobility, a newly established division, will focus on implementing a features-on-demand initiative.

As per CarExpert.com.au, Marcus Welz, Head of Hyundai Connected Mobility, informed Autocar about the company's consideration of feature-on-demand to enhance car personalization. He highlighted the traditional approach of introducing features like heated seats through software updates and emphasized the potential of feature-on-demand to introduce new functionalities to older vehicles.

Welz did not mention the specific nature of these features but implied that they might entail enhancing current software and components to enhance performance. As reported by CarBuzz, Hyundai Connected Mobility, a recently introduced project, has disclosed plans to launch in-car subscription services.

This fresh department aims to advance the software-defined vehicle concept, providing additional choices for Hyundai clients in Europe. It will enable feature enhancements for existing models such as the Ioniq 5 and upcoming models like the Ioniq 7, with the overarching objective of delivering various digital in-car, in-app services, and new mobility solutions throughout the vehicle's lifespan.

The concept of in-car subscriptions may trigger memories of past practices where features like heated seats and climate control were locked behind payment barriers; however, Hyundai's approach differs. Instead of concealing current features, the company perceives this as a chance to introduce fresh functionalities.

Welz noted the industry's tendency to deliver features like heated seats through software updates and highlighted the contrast with feature-on-demand's potential to bring new features to older vehicles. At present, Hyundai has not disclosed the specific new features that will be accessible.

Promises Better Experience

CarBuzz also emphasized the company's exploration of innovative methods to engage with customers post-vehicle purchase. This trend has gained traction in the industry as connectivity grows and there is a rising demand for enhanced services.

Marcus Welz, CEO of Hyundai Connected Mobility, highlighted a change in perspective, stating in the past, the focus was on increasing car sales. Now, there is a concern about the potential scenario where the primary activity revolves solely around selling cars.

Three levels will be available on the system: Lite, Plus, and Pro. Basic internet services and navigation are included in the free Lite edition, but a suite of remote services is added in the Plus package, which costs €2.99 ($3.21) per month. The Pro at €9.99 ($10.74) a month adds advanced services like in-car payments to Hyundai partners. Regarding whether any safety features will be hidden behind a paywall, nothing was said.

According to information from Team-BHP.com, Hyundai is reportedly planning a revamp of its BlueLink connected technology. The current system enables owners to manage various features like pre-conditioning, car locking/unlocking, and navigation.

The overhauled technology will be integrated into a larger 10.25-inch infotainment display and will be available in three tiers: Lite, Plus, and Pro. The Lite package will be complimentary for the initial 10 years, offering in-car map usage and basic services only.

The Plus package, priced at 2.99 euros per month, will grant users access to all remote services. For the premium 'Pro' package, Hyundai intends to charge 9.99 euros monthly, providing data-driven services, in-car payments, and enhanced connectivity for drivers with their surroundings.