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A TikTok video criticizing Toyota’s subscription services has sparked widespread debate about the growing trend of automotive features being locked behind paywalls. The viral video, which garnered over a million views, features user @otwdesigncrystal complaining about her new $40,000 Toyota and its subscription costs.
In the video, she claims that basic features like navigation require monthly fees, stating, “We’re in a Toyota 2025, and we noticed that on the screen you can’t use navigation unless you pay a subscription fee for it.” She further alleged that the company charges $15 monthly for navigation, another $15 for music streaming, and according to forum posts she had seen, $8 monthly to monitor oil levels and tire pressure.
The video gained additional traction after being shared by political channel @WallStreetApes on X (formerly Twitter), where it received 5.7 million views. However, a Community Note attached to the post labeled the claims as “misinformation,” clarifying that Toyota owners can use Bluetooth, Apple CarPlay, and Android Auto free of charge for music and navigation. The paid services—Toyota Audio Multimedia and Drive Connect—are optional add-ons allowing cloud-based services without connecting a smartphone.
Toyota does offer various “Connected Services” through subscription bundles ranging from $15 to $25 monthly, which include features like remote locking and vehicle health updates. These subscriptions are optional enhancements rather than requirements for basic functionality.
The controversy reflects growing consumer frustration with the subscription-based business model that has proliferated across multiple industries. Toyota is far from alone in this approach—other automakers have implemented similar strategies. Mercedes-Benz sells an “Acceleration Increase” feature for its electric vehicles, while Tesla offers a Premium Connectivity plan for enhanced features like live traffic updates and video streaming.
Industry analysts trace this subscription shift back to Netflix’s 2007 transition from DVD-by-mail to streaming services, which normalized the concept of paying monthly for digital content. Software giants like Adobe and Microsoft followed suit, converting traditionally one-time purchase products into subscription services.
The subscription model has proven lucrative for companies. Amazon’s Prime membership program has become the gold standard for customer retention, though critics like journalist Corey Doctorow argue in his recent book that such models often lead to “lower quality and higher prices” while locking in both customers and merchants.
Consumer backlash has intensified as more products move to subscription models. Charlie Wartzel’s article in The Atlantic titled “My Printer Is Extorting Me” highlighted how HP’s decision to remotely disable printers without active ink subscriptions feels like betrayal rather than service.
Despite the growing prevalence of subscription-based features, car owners still maintain choices. Basic functionality remains accessible without additional fees, and features like Apple CarPlay or Android Auto provide free alternatives to built-in navigation systems. The value proposition of subscription services depends entirely on individual needs and usage patterns.
For new car buyers, experts recommend thorough research before purchase. Potential owners should request detailed information about which features come standard, which require subscriptions, and the duration of any included trial periods. With new vehicle prices averaging over $50,000 and interest rates remaining high, careful budgeting of both purchase price and potential ongoing costs has become increasingly important.
Ultimately, consumers can protect themselves by understanding exactly what they’re buying, taking advantage of trial periods before committing to subscriptions, and being selective about which premium features truly enhance their driving experience.
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7 Comments
While optional add-ons can provide value, core features should remain accessible without a subscription fee. Automakers need to carefully consider the customer experience and avoid the perception of nickel-and-diming their customers.
Exactly. Customers expect a certain level of functionality to be included in the base price of a vehicle. Automakers who try to monetize these basic features may face significant backlash.
This is an interesting development in the automotive industry. While subscription-based features can provide added convenience, they should not come at the expense of basic functionality that customers expect to be included. Automakers need to strike a careful balance between monetization and customer value.
This debate highlights the growing tension between automakers’ desire to generate revenue from features and consumers’ expectations of a comprehensive, hassle-free driving experience. Transparency and fair pricing will be key as these subscription models continue to evolve.
It’s concerning to hear about essential features being locked behind paywalls. Customers deserve transparent and fair pricing, especially for a $40,000 vehicle. Automakers should focus on delivering a complete package rather than nickel-and-diming consumers.
I agree. Customers should not have to pay extra for basic functionality that was previously included. Automakers need to be mindful of consumer backlash over these types of practices.
This controversy speaks to a broader trend of companies trying to extract more revenue from customers through subscription models. However, automakers must ensure that critical features remain accessible without additional fees. Transparency and customer-centricity should guide their approach.