Volvo Cars Chief Operating Officer Björn Annwall BMW veered right into a public-relations mess this year when it began billing car owners monthly registration charges to warm their behinds . Volvo Car will not be making similar moves.
"If you are to bill for software application updates, it should be a step change in consumer advantage," Volvo's Chief Operating Officer Björn Annwall claimed in an interview this month. "We will not ask individuals that have acquired a vehicle for 1 million kronor ($96,500) to pay one more 10 kronor to get added heat in the seat."
While BMW will certainly no doubt have other suppliers follow in its steps-- Mercedes-Benz recently began asking buyers of its EQ electric vehicles to shell out $1,200 a year to unlock quicker acceleration , for example-- the vehicle world has begun to second-guess simply just how much cash there is to be made from the surge of software program within their hardware-intensive organization. In a 91-page deep study the topic last month, analysts at UBS fixed the total addressable market at $700 billion by 203