Some car brands also have to pay for packages for basic functions, which raises questions

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At present, the paid membership service of automobiles mainly focuses on automatic driving functions, vehicle performance improvement, and Internet of Vehicles entertainment functions, but some car brands extend paid items to basic functions, and there are signs of nesting doll-style payment, which has caused many consumers' doubts. Industry insiders believe that car companies should listen more to the voice of consumers, fully protect consumers' right to know, and strive to diversify services on the basis of reasonable, legal and compliance.

Paid membership services have been widely used in various Internet products, and in recent years, there has been a tendency to spread to the automotive field.

The reporter learned that at present, many car companies have launched paid membership services. However, some car brands extend paid items to basic functions, and there are signs of matryoshka payment, which has caused many consumers to question. Industry insiders believe that to ensure consumers' right to know, the paid membership service of automobiles needs to be further standardized and optimized.

Basic function charges raise questions

Recently, Mr. Hu, who has just bought a new car, encountered troubles with the car subscription service. He told reporters that the car parameter configuration table clearly indicates that the remote start function is standard. However, soon after using it, I received a reminder that the remote launch service package will expire in July this year, and it will cost 7 yuan to renew for 1 year.

"The car that cost hundreds of thousands of yuan to buy still needs to spend money every year to use the original function, and it feels like being 'cut leeks'." Mr. Hu questioned.

With the popularization of automotive intelligence, there are more and more paid items for automobiles, especially new energy vehicles. Among them, a variety of software subscription services such as autonomous driving option packages and vehicle networking functions have been reflected in more and more models. Fees for some services are also rising. For example, the domestic optional price of a new energy vehicle's fully autonomous driving system has risen from 5,6 yuan to 6,4 yuan.

What makes consumers even more dissatisfied is that many car companies have expanded the subscription model to basic functions. The reporter learned that many car brands began to adopt a paid membership model in functions such as steering wheel heating, seat heating, seat ventilation, and rear wheel steering.

Zhao Changxin, a Beijing consumer, told reporters that he bought a luxury car earlier this year, only to find out that the rear wheel steering still needs to be paid to continue unlocking after delivery. "The accessories on the car have already bought the right to use it when they are purchased with the whole vehicle, and I don't think we should adopt a paid model like the software that needs to be updated from time to time." Zhao Changxin said.

What is the reason for car companies to push it?

More and more consumers are questioning subscription services, but why are more and more car companies sparing no effort to launch this service?

Manager Yang, a sales manager of an automobile 4S shop, told reporters that the paid membership service is mainly to consider the personalized needs of different regions and different consumers, and now vehicle sales have changed from the traditional one-time payment to paid subscription. "For users, paid membership services can be selected according to their actual car needs. As for consumers' doubts, it is largely due to the fact that they have not yet become accustomed to this service model. ”

For example, Manager Yang said that car owners in Guangdong may not need to use the "seat heating" and "steering wheel heating" functions for a year, but if they travel to the northeast by car in winter, they can spend 99 yuan to buy a one-month front seat heating function, making the experience more comfortable. "Each consumer's car use is different in terms of how and how often they use cars, and there are also differences in vehicle usage scenarios. If the car company collects the project fee at one time, it may cause a certain degree of waste. ”

Zhu Xing, an analyst in the automotive industry, said that the fundamental reason why car companies have successively promoted paid membership services is that car companies need to open up new profit space after the decline in maintenance revenue. "It is now difficult to reach the previous level of profitability in terms of maintenance and repair. In particular, compared with fuel vehicles, new energy vehicles have fewer maintenance items, so manufacturers need to tap new revenue items, and paid membership services have become a new source of charging for many car companies. ”

Analysts believe that diversified paid membership services will be the trend of the development of the intelligent automotive industry, and the proportion of car companies' revenue may become higher and higher in the future.

Is nesting doll payment reasonable?

In recent years, the matryoshka charges of video website members have caused many consumers to be dissatisfied. Industry insiders believe that car paid membership services have this trend.

Xiong Chao, a lawyer at Beijing Jingshi Law Firm, said that the positioning of payment should be value-added services and differentiated services, and it is obviously unreasonable to apply it to basic services. "Vehicles must be sold to meet basic driving needs and must not create a trap of secondary charging."

Liu Xiangqing, an observer of the automotive industry, believes that it should be affirmed that paid membership services enhance the consumption experience of car owners and meet personalized needs to a certain extent. Paid services themselves are a commercial activity and are beyond reproach. "But what is important is that when tying this service, consumers are clearly informed in advance of what they need to charge and how much they will charge." If there is no prior notice, it is suspected of infringing the legitimate rights and interests of consumers. ”

"The reason why many consumers are dissatisfied with the paid car service is that some car company sales personnel have not fulfilled their obligation to inform truthfully, and many consumers have received reminders after use, only to know that the use of the functions of the vehicle configuration requires additional fees." On the other hand, the scope of payment is expanding, and consumers are worried that it will extend to more and more basic configurations, increasing their spending. Liu Xiangqing said.

Zhu Xing said that car companies should listen more to the voice of consumers, fully protect consumers' right to know, and strive to diversify services on the basis of reasonable, legal and compliance, so that paid membership services bring convenience rather than burden to consumers.

"For the increasing number of subscription services for automobiles, the industry should make certain specifications according to the consumer experience, especially to determine the boundaries of value-added services." Experts remind consumers to pay more attention to this aspect when buying a car, and consult the functions and charges of the relevant services in detail. (Daily Worker)