QOTD: Feeling That Freedom of Choice?

Recent subscription-related news arising from the bottom and top ends of the automotive social ladder has this writer thinking about freedom — freedom of choice, of movement, and of personal wealth. Popular topics these days, what with the budding Jacobins burning up Twitter with their guillotine fantasies.

But enough about auto journos.

As automakers dip their toes in the subscription model pool, offering customers not just a vehicle but a whole range of models for a monthly fee, we have to ask: to what OEM would you pay a relatively princely sum in exchange for unlimited vehicle access?

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California Auto Dealers Ask Volvo to End Subscription Service

The California New Car Dealers Association is requesting that Volvo immediately end its Care by Volvo subscription service within the state. According to the group, the automaker is in violation of California’s franchise and consumer protection laws.

It’s been a long time coming, as Care by Volvo is clearly designed to minimize dealer interactions. Anders Gustafsson, CEO of Volvo Cars of North America, even said the program claimed as much as 15 percent of the XC40 crossovers intended for dealerships this year.

“It’s really the same concerns from everybody, and it’s just that they don’t feel secure,” Gustafsson of said dealers last month. “They’re afraid we’re going to take something away from them … I would say the biggest question mark around subscriptions is that consumers need to decide that. Our retailers are asking, ‘Please let us be involved, because we can help.'”

It looks like they’re tired of begging.

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365 Days Later: What Volvo's Subscription Service Means for the Larger Industry

Despite the push from an eager industry, car subscription services haven’t proven an overwhelming success. The general consensus is that premium services, while intriguing concepts, are too expensive and complicated to maintain at scale. Book by Cadillac, which was recently suspended by General Motors, is emblematic of the public’s lackadaisical response to a system mired in logistical issues.

However, the concept itself isn’t dead just because one manufacturer decided it wasn’t worthwhile. Other premium nameplates still have their own services — Toyota plans to launch its own subscription-based pilot program in Japan soon, while Volvo Cars has enjoyed some success with Care by Volvo. Still, framing it as a trouble-free victory for the brand would be a mistake. Volvo’s subscription service has been as much a learning opportunity as it has been an overwhelming triumph.

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  • Cprescott Look for this to be called a human right and for Washington to make it their business to run these places and charge you based upon your income.
  • Renewingmind The idea of a silent smell free world of vehicles sounds wonderful from a quality of life standpoint. Start with diesel trucks. Especially big ones. They are the worst offenders for fumes and noise.
  • DenverMike Pininfarina I know it's not related to this, I just like saying it.
  • Matt Posky I don't understand the appeal of fake meat and this seems to operate under a similar premise: You don't want the V8 because someone says it's bad for you. But you can have something designed to mimic the experience because that's what your body actually wants. The styling is cool I guess. But I don't understand why EVs don't just lean into what they are. Companies can make them produce any wooshing or humming noises they want. Buiding an entire system to help you pretend it still has a combustion engine seems a little lame.
  • DenverMike I'm sure it would have a volume control. It's nice to sneak into my neighborhood at 2am quietly. Or creep out, 4am. I don't get much sleep OK, but I always keep my V8 exhaust stock, as much as I love the sound of others loud. My stereo would make it pointless anyway.