Surprising car subscriptions you’ll pay for in your new vehicle

We’re in a phase where cars are no longer just hardware; they’re software platforms on wheels. Brands like Tesla introduced the idea of “pay monthly for advanced driver assist” years ago. More recently, manufacturers such as Ford and General Motors have rolled out hands-free highway driving systems or connected navigation with recurring fees. From your perspective as a consumer, this means the sticker price of the car is only one piece of the story. You must ask: what features come included? Which ones are pay-walls later? How many dollars per month (or per year) will they ask you for? Even lawmakers, particularly in Europe, are starting to probe this business model and its implications for data access and consumer rights. The connected-vehicle model isn’t just about convenience; it’s about monetising your ride.

How does it compare to rivals?

The subscription-feature landscape is uneven and evolving fast. For example, BMW previously floated an $80-per-year fee for Apple CarPlay, then dropped the plan amid backlash. Meanwhile, Ford reduced the monthly price of its “BlueCruise” hands-free system from around US$75 to US$50. GM offers its “Super Cruise” system via subscription after a trial period. In contrast, some manufacturers still bundle a much wider range of connected services or driver-assist features into the purchase price, reserving subscriptions only for premium add-ons. This means that when you compare one brand to another, you must not only compare specs, trim levels, and warranties—you also have to consider which features will be locked behind a paywall later. It’s not just horsepower and styling anymore: it’s feature-pricing, software architecture, and ecosystem access.

Who is this for, and who should skip it?

This shift is most relevant for buyers of new cars, especially those who value the latest connected services, driver-assist features, and in-car streaming or remote-access conveniences. If you enjoy hands-free highway driving, app-based remote start, embedded navigation updates, or streaming in-car entertainment, you might be comfortable with a model that charges subscription fees.

On the flip side, if you prefer simplicity, dislike recurring fees, plan to keep a vehicle for a long time (10 years or more), and want all features included upfront, then a model that locks major features behind subscriptions may not suit you. Also consider the used-car angle: if you buy used, many features may be “hardware ready but software locked”; you may end up paying for things you didn’t value. Used-car buyers should be aware that resale value and second-owner costs can be impacted if features require active subscriptions or if functionality is locked to the original buyer.

What is the long-term significance?

In the long term, the shift toward subscriptions and software-defined vehicles means that owning a car is starting to look more like owning a smartphone or a smart appliance: you buy the hardware, but you pay overtime for features. For automakers, it opens predictable revenue streams, tighter data control, and deeper customer relationships. For drivers and buyers, this brings structural changes: your total cost of ownership increasingly includes monthly or annual fees; resale becomes more complex unless features are included for life; comparisons must now consider not just specs, but also “how many subscriptions will I pay in five years?” and “how many features are included vs locked?”

GM’s decision to remove Apple CarPlay/Android Auto and shift to its own native platform is telling. It suggests software/data control is becoming an automaker’s priority. Meanwhile, for you as a buyer, the monthly impact can be real: simple connected services might cost under US$10/month; advanced driver-assist or hands-free systems could cost US$25-US$50/month (or hundreds annually); one-time unlocks cost thousands. When you buy a car today, ask: Does this make ownership simpler or more expensive over time? What happens if I trade in? If the next buyer loses access or must pay, what value remains? Please don’t view this as alarmist; it’s simply the new territory the automotive industry now inhabits.