Cover comment | "Auto Paid Subscription" attracts disputes, tram accelerates electronic productization

Jiang Yan

If the wheels turn to a larger angle, the seats can be automatically heated, the vehicle is remotely start ... the functions of these cars are not extracted but they can't use it. Recently, the paid subscription function launched by multiple car companies has caused heated discussions. Netizens vomited: In the future, is the throttle pedal and steering wheel also pay for subscriptions? Even questioning this is charging. (Beijing Youth Daily)

As we all know, traditional oil vehicles generally have options. From top to the "beggar version", the gap is not large. At this point, consumers are generally recognized and accepted, after all, a penny is a penny. There are more hardware selected outside the standard, and naturally spend more money, which is in line with the basic logic of the cost pricing method. However, the same gameplay, moved to a new energy vehicle, quietly changed. And this has also aroused more questions.

Of course, there are also hardware increases on the tram. In addition, a new routine of "car payment subscription" has been developed recently. In some cars, functions such as "rear wheels", "car entertainment", "accelerated package", and "remote temperature control" must be paid monthly or one -time to be paid to use. In this way, many car owners were obviously uncomfortable and even "self -doubt" for a while: this car was bought and did not seem to buy it; this car was mine, it seemed that it was not mine ...

If you look at the traditional car consumption concept, the so -called "car paid subscription" is of course unreasonable. It should be noted that many of the "subscription functions" and many belong to the model of hardware embedding+payment activation software. Since the hardware has long been installed, the buyer has paid "hardware" when buying a car. So, why should we give extra money to use it? Is this "repeated charges"? In the legal sense, is there any suspicion of infringing the owner of the owner to the entire owner of the vehicle and the right to dominate the vehicle?

However, it is necessary to clarify that while the new forces and new energy are shaped the "new car", they also reconstruct another set of completely different sets of "car culture" and "car consumption concept". Among them, one of the core changes is that cars are no longer regarded as simply "transportation", and increasingly "electronic product". If the electric vehicle is complained to "smartphone", then everything seems to be said -after all, consumers buy smartphones, and they still have to pay for using specific APPs.

However, is electric vehicle really a "electronic product"? At this point, the manufacturer should not be defined unilaterally, but only consumers can choose to choose through their own purchase behavior.

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