Not long ago, an auto journo logged on to Twitter with a confession. Having just spent time testing a common-as-crabgrass crossover, this journo discovered, much to his horror (or at least confusion), that the experience didn’t leave him hating the world, himself, or the auto industry. It just left him rattled.
Rattled, because the crossover didn’t rub him the wrong way. There was no disappointment, rough edges, or lingering bitterness with this unnamed vehicle. It did what he wanted, drove the way he wanted, and generally made his life better. He could imagine a future with this vehicle. Like the stereotypical college freshman experiencing strange new feelings, self-doubt crept into his consciousness, challenging perceptions of his own identity.
It wasn’t dissimilar from my own experience, and I’m not talking about that unexpected come-on in the karaoke club last February. No, this very same realization washed over me behind the wheel of a popular three-row crossover — an Acadia, but not this one.
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- Jwee I think it is short sighted and detrimental to the brand. The company should be generous to its locked-in user base, treating them as a resource, not a revenue stream.This is what builds any good relationship, generosity to the other partner. Apple does with their products. My iPhone is 5 years old, but I keep getting the latest and greatest updates for free, which makes me feel valued as a customer and adds actual value. When it is time for a new phone, Apple past treatment towards me certainly plays into my decisions (as did BMW's - so long subscription extracting pigs, its been a great 20 years). Imagine how much good will and love (and good press) Polestar would get from their user base if they gave them all a "68 fresh horses" update overnight, for free. Brand loyalty would soar (provided their car is capable).
- ToolGuy If I had some space I would offer $800 and let the vehicle sit at my place as is. Then when anyone ever asked me, "Have you ever considered owning a VW?" I would say "Yes."
- ToolGuy In the example in the linked article an automated parking spot costs roughly 3% of the purchase price of the property. If I were buying such a property, I would likely purchase two parking spots to go with it, and I'm being completely serious.(Speaking of ownership vs. subscription, the $150 monthly maintenance fee would torque me off a lot more than the initial acquisition cost.)
- ToolGuy "which will be returned as refunds to citizens of the state" - kind of like the Alaska Permanent Fund? Make the amount high enough and I will gladly move to California to take advantage (my family came close to moving there when I was a teen, and oodles of people have moved from CA to my state, so I'm happy to return the favor).Note to California: You probably do not want me as a citizen.
- ToolGuy Nice torque figure.