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Didn’t Tesla and others already try this (and will probably keep pushing it)?
Things like monthly subscriptions for various car features working like seat warmers.
Tesla has some upgrades for a one time fee - like rear seat heaters and acceleration boost, and subscription ones - premium connectivity
You’re thinking of BMW for the heated seats: https://www.theverge.com/2022/7/12/23204950/bmw-subscriptions-microtransactions-heated-seats-feature
And Toyota for being able to remote start your car with your keyfob. https://www.theverge.com/2021/12/12/22831105/toyota-subscription-remote-start-key-fob Which they later walked back when a lot of their customers pushed back on it: https://www.thedrive.com/tech/43636/toyota-reviewing-key-fob-remote-start-subscription-plan-after-massive-blowback
