What should DLCs in cars enable

Car manufacturers make several claims about what is achievable with vehicle add-ons. What are the advantages and disadvantages of this strategy?

Automobile manufacturers can lower the complexity of vehicle building by creating fewer varieties and so saving money. True, many new automobiles will have features such as three-zone automatic climate control, but in order for owners to use this function, it must be engaged for a price.

Audi sees the benefit of offering varied terms and, for example, only activating the air conditioning function for three months in addition to the one-time purchase. BMW advised us that DLCs might benefit used car buyers in particular. Finally, functions that the original owner never utilized but that the second owner would like to have can be unlocked.

In any case, automakers have always tied their activations to a user account and a certain model. So, for example, if you activate the three-zone automated climate control in the Q4 E-Tron, this purchase cannot be transferred to another Audi that you own.

Rental vehicles are an exception, and this activation should be transferable in the future. To prevent abuse, DLC purchases are only available after logging in with the corresponding user account and need the car to be connected to the internet via the built-in E-SIM card, which is directly incorporated into the chipset and cannot be switched.

In the worst-case scenario, you may be unable to utilize online functions, for example, because the mobile network has been turned off, as has been the situation since June 2021.

Certain BMW models no longer have real-time traffic information since they rely on UMTS, which is no longer available in many regions. A conversion is not possible; instead, the advice is to purchase a new BMW.

As a result, automobile owners will have to pay more in the future to get a vehicle with the necessary features. In this context, luxury automakers are no longer aiming to sell more vehicles, but rather to raise profit margins per vehicle sold.

Even in the age of electric vehicles, all German premium companies aim to position themselves more toward luxury and earn a lot of money in the so-called aftersales market. Although the main money is no longer made in authorized workshops, DLCs in the infotainment system should make the tills ring.