Mercedes closed access to the fast acceleration mode in electric cars with a paywall – the subscription costs $1,200 per year

Mercedes closed access to the fast acceleration mode in electric cars with a paywall - the subscription costs $1,200 per year

Mercedes has joined the cohort of automakers limiting functionality in their cars, only to then provide access to them for a fee. A future update, Acceleration Increase, will make it possible to use the more powerful engine mode that it is capable of initially. But it can be activated only under the terms of a paid subscription.

Yes, a $1,200/year subscription will unlock Dynamic driving mode. It increases engine power by 20-24%, increases torque and cuts the 0-60 mph time by 0.8-0.9 seconds. The subscription does not require any physical upgrades to the hardware, but only software unlocks a more productive engine mode. So Mercedes deliberately limited the performance to be sold later as an optional extra. This offer is available to owners of Mercedes-EQ EQE and Mercedes-EQ EQS electric vehicles.

As global sales of new cars have fallen in recent years, automakers have begun to look for alternative ways to generate revenue. One of them was the sale of software updates and features in the form of a subscription. In this way, they receive a continuous stream of income for a long time after the sale of the car.

This approach has the right to live with certain software offerings, such as premium navigation features or remote vehicle monitoring. But the example discussed above assumes that the car manufacturer first installed more productive hardware resources on the car and sold the finished car, having specifically reduced its capabilities. It is possible to reveal the originally laid potential only under the conditions of a considerable annual subscription. Previously, the BMW company took the same step, “allowing” buyers of its cars to use heated seats for $18 per month. BMW also tried (fortunately, unsuccessfully) to charge buyers $80 a year for access to Apple CarPlay and Android Auto. In cars of other brands, these features are available without any additional annual fees.

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Source: The Verge

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