Mazda has recently found itself embroiled in controversy over its subscription services after it discreetly eliminated remote start functionality from key fobs in 2021. Since that time, users have had to rely on the Mazda Connected Services app, which new car owners could access during a complimentary three-year trial. With this trial period coming to an end for some early adopters, many Mazda owners are frustrated to learn that access to this essential feature will now incur a fee of $10 each month.
Many owners of models like the Mazda CX-90 and Mazda3 have expressed their dissatisfaction on Reddit, as they now face charges for previously included services such as remote start/stop, remote climate control, and remote vehicle status. It’s important to clarify that Mazda initially offered buyers of new vehicles a three-year subscription to Mazda Connected Services, and some users have reported extended trial periods at no extra cost. However, several customers are now receiving notifications that their complimentary trials will soon be coming to an end.
In response to inquiries, a Mazda spokesperson stated, “Since the launch of Mazda Connected Services in 2019, we have informed customers about the complimentary three-year trial, after which a fee would be necessary to maintain access. For customers who have surpassed this trial period, we have continued to offer extensions with the understanding that this would eventually transition to a paid service.”
The spokesperson further noted that the paid subscription option will roll out in “about two months,” clarifying that existing three-year trials will not be shortened. Additionally, customers who purchase the 2025 CX-70 will receive a three-year trial, while buyers of other 2025 Mazda models will get a one-year complimentary trial.
At first glance, this may seem like Mazda is being generous, especially as it reaches a point where extending subscriptions past the initial three-year period is no longer feasible. However, considering that the company quietly removed the feature from key fobs and ceased selling specific hardware for new models, it raises questions about the carmaker’s intentions. This situation serves as a stark reminder that when features transition to mobile apps, they are often more prone to being converted into subscription services.
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This subscription model is becoming common practice, with Mazda now joining other automakers that are experimenting with paywalls and subscription services for various features. Some consumers have pushed back against these changes, leading certain manufacturers, like BMW, to refrain from implementing subscription fees for features like heated seats after facing significant backlash.
Mazda appears to be testing how far its customers are willing to tolerate subscription services, but many owners are expressing their dissatisfaction and even vowing to avoid purchasing Mazda vehicles in the future, as seen on forums.
Updated at 1:55 p.m. ET on 08/06/2024: This article has been updated to include Mazda’s official statement and additional clarifications.
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