Ford Patents a Subscription Model That Might Actually Make Sense

Car subscriptions have become one of the most polarizing topics in the auto industry. Drivers already juggle monthly fees for streaming, cloud storage, and delivery services, so finding out their vehicle also wants a recurring payment often lands poorly. Yet automakers see subscriptions as a steady revenue stream and keep pushing the concept.

Ford just filed a patent that could soften the blow, even if it doesn't fix the underlying frustrations.

Unlike typical vehicle subscriptions tied to a specific car. Ford's idea links the subscription to a driver's account. Think of it like Netflix: you log into any compatible device and access your content. If you rent a Ford or Lincoln with locked features, say, an upgraded BlueCruise, your existing subscription would activate it instantly.

The plan even allows simultaneous logins across multiple vehicles, so owning two or three Fords means paying one fee. Ford also suggests sharing the account with family or friends, though limits on how many cars can be active at once will likely apply. More intriguingly. Ford floats the possibility of cross-brand compatibility, using a BlueCruise subscription to access GM's Super Cruise in a rental.

That would require major cooperation and data sharing between rivals, which history suggests is a tall order.

Automakers are walking a tightrope here. BMW's infamous attempt to charge a monthly fee for heated seats, hardware already installed in the car, sparked such backlash that the company scrapped the plan. GM now offers Super Cruise via OnStar, justifying the cost because the feature relies on ongoing mapping data.

Volvo says it will focus subscriptions on driver-assist systems, not basic amenities. But Honda recently drew ire for charging a subscription just to open a garage door. If automakers insist on subscriptions, making them flexible, like Ford's account-based model, is the bare minimum.

Still, they must tread carefully. Consumers are growing tired of endless monthly bills, and pushing too hard could drive buyers away entirely.