Не сподобалась: BMW скасовує передплату на підігрів сидінь

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BMW позбавиться від нашумівшої підписки на підігрів сидінь. 

За словами члена ради директорів автовиробника з продажу та маркетингу Пітера Нота, “користувачі були не в захваті від цієї послуги” і відчували, що несправедливо переплачують. В результаті BMW вирішила припинити брати регулярну плату за розблокування встановлених на заводі опцій. Натомість вона зосередиться на підписці на софт та супутні продукти.

В інтерв’ю виданню Autocar Нота зазначив, що клієнтам не подобається платити за послуги, що «вшиті» в машину. Набагато більше інтересу у них викликають різні помічники водія — наприклад, помічник паркування.

Дослідження S&P Global Mobility підтвердило, що автовласники не проти ідеї передплати, якщо функції здаються їм корисними. При цьому інше опитування, проведене Cox Automotive, показало, що більшість – 70 відсотків – покупців оберуть машину іншої марки, якщо дізнаються, що їм доведеться щомісяця оплачувати певні опції.

BMW запустила підписку на підігрів сидінь минулого літа. Крім цього, пропонувався обігрів керма, автоматичне керування дальнім світлом, IconicSounds Sport, що передає звук двигуна прямо в салон, та інші. Ціна теплих сидінь варіювалася від 15 до 30 доларів.

Деякі виробники категорично відмовляються пробувати такий підхід. Так, Volvo оголосила, що не братиме по 10 крон зверху з людей, які купили машину за мільйон. З іншого боку, Mercedes-Benz не зневажався впровадити «підписку на потужність», що збільшує віддачу електрокарів на 20-24 відсотки.

Запис Не сподобалась: BMW скасовує передплату на підігрів сидінь спершу з’явиться на theROAD..