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Car subscription services: A slow, expensive start — but the potential is huge

Americans are used to paying for subscriptions — to magazines and cable television, for instance — but experience shows they'll cancel when the price of admission gets too high, or there are more tempting alternatives. Cord cutters ditched nearly 1.5 million pay-TV subscriptions in 2017, according to a survey by Leichtman Research Group. Cable TV started out cheap with basic offerings, and then got expensive. The auto industry's subscription offerings are new, but they're starting out costly, and not price-competitive with traditional leasing. The upside is that they take the hassle out of car ownership for busy people by letting the service take care of maintenance, insurance, licensing and taxes. And they give consumers choice, often allowing relatively painless switches between different cars in the automakers' lineup. Subscription services also point the way toward an ownership-free auto experience, and offer an easy transition to a potential world where ride- and car-sharing will be dominant. Subscriptions are here to stay, but consumers may take a while to "get" them. Lincoln's subscription service for lightly used 2015 to 2017 models, offered through the Ford-owned Canvas beginning this year, got off to a slow start. Many early subscribers canceled. Last month, Cadillac announced it would " temporarily pause" its $1,800-per-month Book subscription service for "adjustments" as of December 1. According to the Wall Street Journal, "Snags with the back-end technology used to support the service made some customer-service functions tedious and time-consuming, adding costs for the company." The challenge for automakers is to come up with a strategy that offers consumers a compelling, affordable option to regular ownership, and one that can also make a profit. I think they'll find that sweet spot, but they're not there yet. Jack Nerad, former executive editorial director at Kelley Blue Book and author of " The Complete Idiot's Guide to Buying or Leasing a Car," points out that "A lot of people expected that subscriptions would be very valuable for people who wanted inexpensive transportation, but the reality is quite the opposite. Subscriptions are offering more choices for the wealthy.

Will next BMW Project i car be an i6?

BMW may be steadily working its way through the single digits when it comes to the i sub-brand of plug-in vehicles for the next few years. The automaker started with the i3 and the i8, and we heard rumors about an i5 and an i7. Oh, and we've heard about a potential i4, too. None of these have been confirmed. Still, next up is the i6, according to Automobile. There aren't a ton of details, but the all-electric vehicle would be about the same size as the 3-Series line that's long been a workhorse for the German automaker. Like the other Project i vehicles, the i6 would have a lot of carbon fiber in order to reduce weight and help with range extension. The model would also likely have multiple electric motors as well as a state-of-the-art lithium-polymer battery that would provide a big single-charge range, though, again, no specifics on that number. Word got out earlier this year about a supposed i5 model that would be a plug-in hybrid with a gas-powered engine and two electric motors that combine for about 540 horsepower. Other reports said that the four-door sedan would actually fall under the i7 badge. BMW North America chief Ludwig Willisch said this past spring that the sedan in question wouldn't be seeing the light of day any time soon. BMW has already doubled US sales of its two Project i vehicles this year. Through November, Bimmer's sales of its i8 plug-in hybrid quadrupled from a year earlier to about 1,600 units, while sales of the i3 electric vehicle jumped 89 percent from a year earlier to about 9,600 vehicles.

Audi to spend $17 billion to fight BMW

It's no secret that VW Group, parent company to not only Volkswagen but also Audi, Bugatti, Bentley, Lamborghini, Porsche and Ducati brands sold in the US, is determined to become the world's largest automaker. Even more impressive is that VW is prepared to spend billions to make it happen.
With that comes word that VW Group will be spending $17 billion on its Audi brand over the next three years to push itself above rival BMW. The money will be invested in both vehicle development (including lightweight auto design and alternative powertrains) and facilities (including expansion in Hungary, China and new operations in Mexico). The luxury brand is focused on global manufacturing infrastructure.
Already Europe's best-selling luxury brand, Audi's objective is to overtake BMW by the end of the decade by selling more than two million cars per year (BMW is shooting for 1.54 million sales in 2013). If those objectives are met, VW Group should be on track to be the industry's volume leader by 2018.