Automakers are trying to use vehicle connectivity to layer in subscriptions instead of using it to build a relationship with their customers. Engagement will remain hopelessly low until they change strategy. Somehow (likely the result of millions of dollars worth of presentations from consultants) automakers got it in their head that the best thing about connected cars was going to be the ability to sell subscriptions to drivers for everything in the car. This blended well with the new concep...

Automakers are trying to use vehicle connectivity to layer in subscriptions instead of using it to build a relationship with their customers. Engagement will remain hopelessly low until they change strategy. Somehow (likely the result of millions of dollars worth of presentations from consultants) automakers got it in their head that the best thing about connected cars was going to be the ability to sell subscriptions to drivers for everything in the car. This blended well with the new concep...