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Today, a blogger sent a text message from Mercedes-Benz on Weibo, joking that "when you can directly rob money, you must send a remote startup." According to the picture message content: your remote Internet service is nearing the end of validity. From now on to September 30, the maximum discount for remote products is 400yuan. The original 1298 yuan for three-year remote engine start function is now only 898 yuan, and that for one year is only 498 yuan. At the same time, the message also points out that there is a modified service, which can start the air conditioning in advance in summer, enjoy cool air conditioning immediately on the bus, and remotely close the window with one button in the rainy season, check the status of doors and windows, the location of the vehicle and other functions.

In this regard, some netizens said: subscription highlights dignity, bba car owners are not short of this money. Another netizen said: more than a hundred thousand cars have functions, which all cost money.

It is worth noting that this is not the first Mercedes-Benz fee program, as early as September last year, Mercedes-Benz launched a paid version of Gaud custom navigation. A car owner sent a text message reminder sent by Mercedes-Benz, saying that Gaode custom navigation is coming, you can go to the 4S store to upgrade, for 3 years, "only" 1998 yuan, less than two yuan a day. It is understood that the Gao de custom navigation package A (Gao de custom navigation 3 years + remote service 3 years) activity price 2498 yuan; Gao de custom navigation package B (Gao de custom navigation 3 years + 12G Wi-Fi hot flow 360days) activity price 1998; Gao de custom navigation package C (Gao de custom navigation 3 years + online entertainment 360days) activity price 1998 yuan.

In July this year, Mercedes-Benz launched another 4998 yuan to enjoy an one-year rear wheel steering function. For the service, officials say users can enjoy the rear wheel steering function for a year for 4998 yuan. After turning on this function, the active steering angle of the rear wheel can be upgraded from 4.5 degrees to 10 degrees, which can shorten the turning diameter to 10.9m, which is convenient for U-turns on narrow roads, etc., while other EQS models are equipped with the function of active rear wheel steering of 10 degrees. Some professionals also said for this function that this means of payment for hardware is essentially a new trick for users to share costs that have nothing to do with them and want to earn more money.

Since Tesla proposed the FSDF payment model in 2016, it has also triggered other car companies to start paying subscriptions, and many car companies have joined in. Each has launched high-end self-driving subscription services, seat heating, in-car entertainment, and other services. In addition to opening the payment function on software systems, many car companies have also launched hardware payment programs to help owners of older models replace hardware services such as chips.

It is not difficult to see that in the context of the rapid development of the mobile Internet, the paid subscription model has gradually become a more common phenomenon. Of course, the rise of paid subscription model in the field of smart cars has opened up a new way for automakers. In addition to selling cars, they can also charge for other value-added services around vehicles, so as to achieve revenue and profit growth. But this is not necessarily good news for users, who have to pay to enjoy the service.

However, at present, the exploration of paid subscription model by car companies is still in its infancy, and the business model of paid subscription service is not yet perfect. From the point of view of the paid services, these projects are not necessary, but more reflect the function of vehicle differentiation. At present, there is still a long way to go if the paid subscription service of car companies wants to become the core source of profit for them.

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