In July this year, BMW launched a heated seat subscription service in South Korea, which caused a backlash from car owners. However, major car manufacturers still believe that subscription service will be the future trend of the automotive industry. In this regard, Volvo Chief Operating Officer Björn Annwall said in an interview with Bloomberg , Volvo will not take similar steps as there should be no extra charge for basic functionality.

Volvo chief operating officer Björn Annwall has publicly stated that there should be no extra charge for basic features.

He further stated that if car manufacturers want to charge for software updates, there must be a major change in consumer interest. Volvo will not require people who buy a car for 1 million Swedish kronor to pay an additional 10 Swedish kronor for seat heating.

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Although many car manufacturers say that subscription service is the future trend, the original intention is to provide consumers with more flexible usage functions, but it is undeniable that car manufacturers can indeed obtain additional profits from it.

Therefore, Björn Annwall said that only in major updates, Volvo will adopt subscription-based services, such as the Ride Pilot function that meets the Level 3 automatic driving level, because driving will not have to hold the steering wheel all the time, and have a more convenient and relaxed driving experience. The Ride Pilot automatic driving function will be the first to be used on the new generation of Volvo electric vehicles such as the EX90, but the exact launch time is still undecided.

The Ride Pilot automatic driving function is expected to be the first to be used on new-generation Volvo electric vehicles such as the EX90.

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