Mazda’s three-year complimentary Connected Services trial is concluding for many customers, prompting some to voice dissatisfaction on social media about the impending $10 monthly fee for continued access to features such as remote start.
Initially launched in 2019, Mazda’s Connected Services provided new car buyers with a free trial period that included a range of features. This trial was occasionally extended, allowing customers to enjoy the benefits for longer than initially promised. However, the company has now clarified that these extensions are ending, and customers will soon need to subscribe to maintain access to these services. Despite the frustration expressed by some owners, Mazda emphasized that they have consistently communicated the eventual transition to a subscription model. The Connected Services suite includes essential benefits such as remote keyless entry, vehicle health information, service alerts, vehicle finder, and automatic 911 calling.
Mazda is not alone in this shift; it is part of a broader industry trend where automakers are expanding subscription services into vehicles. This move involves charging recurring fees for features that were previously available with a one-time payment at the point of sale. For instance, BMW attempted to charge for heated seats, a decision that met with significant backlash and low acceptance rates. However, this has not deterred other companies like Toyota, Audi, and even Mercedes—which initially criticized BMW’s subscription model—from implementing similar strategies.
The integration of software and internet connectivity into modern vehicles has granted automakers greater control over the ownership experience. This development allows companies to place hardware features behind subscription paywalls, even in new $30,000 to $40,000 vehicles. This evolving dynamic represents a significant shift in how car owners interact with and pay for their vehicles’ features, creating a new paradigm where ongoing subscriptions are required for access to functionalities that were once freely included with the purchase of the vehicle.
