Marcus Welz, Head of Hyundai Connected Mobility, stated, "We are looking at feature-on-demand as an option, in order to add more personalization in the car." This move emerges as the automotive industry shifts towards more subscription-based and connected services.
Hyundai recently announced its new Europe-based Connected Mobility Division. This division merges elements from Mocean (car subscription) and Bluelink (connected services). Welz emphasized a strategic pivot, noting, "For years we worried about how we were going to sell more cars. Today we worry about 'what if all we do is sell cars?'" The new division aims to meet evolving consumer expectations around mobility and vehicle ownership.
The objectives of the Connected Mobility Division were further outlined by Andreas-Christoph Hofmann, Hyundai's Vice-president for marketing, product and PR. He stated that the initiative seeks to transition "from today owning cars to transferring to subscriptions." This reflects a broader industry trend toward less direct ownership and more flexible user access.
Additionally, Hyundai plans to restructure its Bluelink system into tiered subscription services to offer varying levels of connectivity and features. The Lite package will be free for the first ten years and includes essential services like in-car maps and online capabilities. The Plus package will cost €2.99 a month offering access to all remote services. At the highest tier, Pro will be available for €9.99 a month, providing advanced data-driven services including in-car payments.
Comparatively, BMW has implemented similar subscription models for certain car features like heated seats and high-beam assistance. However, this model faced widespread criticism regarding customer satisfaction with paying extra for already installed functions.
Source: Autocar
