Hyundai Introduces “Features-on-Demand” To Much Customer Dissatisfaction

The concept of paying extra to unlock features that are already physically present in the vehicle feels like a slap in the face to consumers. Yet, despite widespread disdain, Hyundai is pressing forward with its own version of this unpopular trend, introducing “Features-on-Demand” (FODs)—a euphemism for pay-to-use features.

This latest move is spearheaded by Hyundai Connected Mobility, a new entity established in Europe last month. The company merges the Mocean car subscription service with Bluelink, Hyundai’s connected services program. The idea, according to Hyundai, is to provide flexibility and customization for drivers. But at what cost? While the South Korean automaker hasn’t detailed exactly which features might be locked behind a paywall, the mere prospect has left many drivers bristling with frustration.

The pitch is that FODs will offer a way to “upgrade” older cars, giving them access to new features through software updates. On paper, it sounds like a win-win: car owners can keep their vehicles up-to-date without purchasing a new model. But in reality, it feels more like a cash grab, forcing drivers to continually pay for the privilege of accessing their vehicle’s full potential.

The concept of in-car subscriptions is nothing new, but it’s also nowhere near popular. Drivers have already voiced their disdain for being charged to unlock heated seats, advanced driver-assistance systems, or even enhanced infotainment features—especially when the hardware is already installed in the vehicle. It’s akin to buying a smartphone and being told that you’ll need to pay extra to use the camera.

Hyundai’s move is just the latest in a series of decisions by automakers that prioritize revenue streams over customer satisfaction. While the brand may tout the benefits of keeping cars fresh and up-to-date, the reality is that most consumers see through the marketing spin. They recognize it for what it is: another way to nickel-and-dime them for features that should have been included in the original purchase.

In the end, Hyundai’s foray into Features-on-Demand might just accelerate the growing backlash against in-car subscriptions, as drivers push back against the notion that their vehicle is becoming a rolling, pay-per-use service.