Core Viewpoint - The automotive industry is increasingly adopting a "hardware embedded + software subscription" business model, where consumers must pay extra to unlock certain features of their vehicles after purchase, leading to dissatisfaction among buyers [1][2]. Group 1: Business Model - The "hardware embedded + software subscription" model allows car manufacturers to create additional revenue streams through after-sales services [1]. - Consumers may feel that they are not fully owning their vehicles, as they must pay extra to access features that are already installed [1]. Group 2: Consumer Rights and Transparency - It is essential for car manufacturers and dealers to clearly communicate which features are permanently free and which require additional payment before the sale [2]. - Misleading marketing practices, such as presenting features as free when they are not, can damage consumer trust and lead to dissatisfaction [3]. Group 3: Consumer Sentiment - Consumers expect to fully utilize the features of their purchased vehicles without additional costs, and feeling like they are merely "long-term renters" can lead to negative perceptions of the brand [3]. - Providing high-quality services and transparent information is crucial for fostering consumer loyalty and willingness to pay for additional features [3].

Core Viewpoint - The article highlights the growing trend among automotive companies to adopt a "hardware embedded + software subscription" business model, leading to consumer dissatisfaction as they often have to pay extra to unlock features that are already physically present in their vehicles [1][2][3]. Group 1: Consumer Complaints - Consumers are frustrated that despite purchasing vehicles with embedded hardware, they must pay additional fees to access features such as heated steering wheels and four-wheel drive systems [1][2]. - Many consumers report that sales representatives do not disclose the need for additional payments for certain functionalities at the time of purchase, leading to feelings of being misled [1][2]. - The issue extends to software services, where promised "basic data" for vehicle connectivity is reduced, forcing consumers to pay for what they believed was included in their purchase [3][5]. Group 2: Industry Practices - Some automotive companies are embedding features like seat heating and driving assistance sensors during production but require consumers to pay to unlock these functionalities post-purchase [2]. - The subscription model allows manufacturers to generate additional revenue while consumers bear the cost of features that should have been included in the initial purchase price [2][6]. - The lack of transparency in pricing and service terms has been criticized, with consumers feeling that they are not adequately informed about the costs associated with unlocking features [6][7]. Group 3: Regulatory and Industry Response - Experts suggest that there is a need for standardized regulations to protect consumer rights and clarify the distinction between basic and additional functionalities [7][8]. - Recommendations include establishing clear definitions of basic functions, prohibiting additional charges for safety-related features, and ensuring that consumers are informed about any extra costs at the point of sale [7][8]. - Regulatory bodies are urged to enhance oversight of automotive companies' charging practices to prevent misleading claims and ensure fair treatment of consumers [6][7].