BMW Ready To Go All In, With Subscription Based Platform
BMW customers may not be as technologically inclined or crazy about the newest tech as those who buy the latest Tesla and put up with all the software gimmicks and build quality issues. “The ultimate driving machine” is supposed to offer thrilling experiences behind the wheel, and in doing so, there’s no room for compromise. Ok, maybe there’s room for a couple of issues, but that’s it.
Tesla, however, proved something incredibly important for other market players – paying customers are willing to put up with all sorts of issues when they get a chance to be early adopters of a new trend. That may be why Mercedes-Benz is also going down this rabbit hole with its yearly subscription for acceleration increase in some of its EVs.