Mercedes-Benz is looking to get you to subscribe for full speed. The automaker is introducing a new service that will allow drivers to access the car’s full potential without having to worry about breaking the bank. The service, called “Mercedes-Benz Full Speed,” will cost drivers $5 per month. The fee will be added to their regular monthly car insurance premiums. The idea behind Mercedes-Benz Full Speed is simple: To make sure drivers are using their car at its best, the automaker wants them to use it as much as possible. By subscribing, drivers will be able to access all of the features that make Mercedes-Benz a top choice for driving enthusiasts. Some of the features that are included in Mercedes-Benz Full Speed include: access to all of the car’s systems, including air conditioning, navigation and audio; priority lane entry and exit; and more.
Mercedes is joining the emerging, potentially aggravating trend of charging a subscription fee for features the car already has. A $1,200 yearly subscription grants customers access to an “Acceleration Increase” that opens up the full performance potential on new Mercedes EQ electric models, giving an increase in maximum horsepower, torque, and overall performance.
This includes the acceleration from 0-60 mph improving by 0.8 to 1.0 seconds, as well as gaining increased output from the motors by 20-24 percent. One wonders if the car suddenly gets slower again if your credit card doesn’t go through in a year.
To be clear, this is not a physical upgrade to the hardware. You don’t need to take the car to a a Mercedes dealer mechanic and nor does it physically change before your eyes like Optimus Prime. It functions more like the premium mode on a streaming service, or first class on a plane, except it’s your own car.
That obviously implies that Mercedes purposely released the car with this limited performance so they could upsell customers with the add-on later. BMW got into a slight pr hullabaloo a few months ago after charging an $18 monthly subscription in some countries for extra features, including already installed heated seats. It’s fun to imagine someone buying a BMW, and yet not forking over the $18 so their bum can be warm.
Drivers are used to paying subscription fees for upgrades related to areas like navigation and security. But using one to unlock basic hardware capabilities that the car is trying to hide from you is new, potentially irritating territory.
It’s only a matter of time before people figure out how to steal extra speed and warmer rears the way they used to steal cable.
