Mazda has recently brought up controversy after it transitioned to a subscription-based service model particularly as it affects once-free features. Previously, the automaker provided connected services, including remote start capabilities, without any additional fees. However, customers are now required to pay $10 per month—or $120 annually—to access these services.
It’s crucial to differentiate between two types of remote start systems: the first is the traditional key fob method, which has been available for years, while the second involves using a smartphone app linked to connected services. Mazda has discontinued the key fob option, forcing customers to rely on the app for remote starting their vehicles.
Brandon Rorthweiler, an independent developer, created a workaround in 2023 to enable remote starting without incurring subscription costs. However, Mazda responded aggressively, filing a DMCA takedown notice against the open-source project. The company argued that it contained proprietary code and information, claiming it mirrored the functionality of its official apps available on major app stores.
Despite this setback, Mazda owners still have alternatives. With the introduction of the subscription model, it is expected that many consumers will seek aftermarket remote starter kits to bypass Mazda’s fees. However, opting out of Mazda Connected Services means losing access to valuable features like vehicle health reports and remote keyless entry.
Mazda’s move is not an isolated incident but part of a growing trend in the automotive sector. Other manufacturers are also exploring subscription models for vehicle features, which can significantly boost their revenue. For instance, BMW offers a subscription for adaptive suspension hardware, charging $27.50 monthly or $505 for a one-time unlock fee. Meanwhile, Ferrari has introduced a $7,500 annual battery subscription for its hybrid models, covering extended warranty coverage for battery-related defects.
The shift toward subscription services raises fundamental questions about car ownership. While consumers may pay substantial amounts to purchase their vehicles, the reality is that ownership may no longer guarantee access to all features without ongoing payments.