--- title: "Volvo CTO Says Automakers Need To Cool It With Subscription Options" date: "2024-09-09" modified: "2024-09-09" authors: - name: "Jerry Perez" job_title: "Deputy Editor" link: "https://www.thedrive.com/authors/jerry-perez" url: "https://www.thedrive.com/news/volvo-cto-says-automakers-cant-rely-on-subscription-options-for-revenue" categories: - "News" - "News by Brand" - "Volvo News" tags: - "Volvo" --- # Volvo CTO Says Automakers Need To Cool It With Subscription Options ![]() *\Volvo\* Cars have become increasingly more reliant on software and connected technologies in recent years, leading automakers to find sneaky ways of [selling certain features]() to customers rather than including them at no extra cost. Consumer blowback [has been brutal in some cases](), and [Volvo]() has taken notice. Speaking at a roundtable discussion during the [2025 XC90’s reveal]() last week, Volvo Chief Engineering and Technology Officer Anders Bell told *The Drive* that while some subscription models are acceptable, there are some that even he would struggle to justify. “I would have a hard time paying to unlock hardware that I know is \[already installed\] in the car,” Bell told *The Drive*. “So I can understand that there is a \[negative customer\] reaction to those things—so there’s gotta be a balance in between. “There will be more acceptable models developed over the next few years—but without having an over-reliance on making a ton of money selling software," he added. ![]() ![]() ![]() When asked if the Swedish automaker has [monitored consumer response]() to the likes of [BMW](), [Audi](), and other automakers charging additional fees for features as simple as heated seats, Bell quickly highlighted that not all subscription models are created equal. “I’m sure we observe it, I’ve only been with Volvo for a year and a half so I don’t have all the discussions going further back, but there are some good subscriptions that make sense,” said Bell. “For example, consumers are comfortable paying for traffic data. We all do that through our phones already, there’s no such thing as free traffic data. I think that’s something that is acceptable. “The industry as a whole was super enthusiastic about robotaxis, \[immediate\] full electrification happening right now, and subscription services. I think in all these three areas we’ve kind of calmed down a bit. My job is to make a fantastic product for the customer—business models we can always debate but we should not have some dream of selling software for a massive income.” Along with the considerably overhauled XC90, Volvo teased an upcoming [ES90 electric sedan](), as well as an [updated infotainment platform]() that it's making available to 2.5 million customers worldwide free of charge. The new OS is powered by Google and was originally developed for the EX30 and EX90 EVs. However, most customers with 2020 model-year Volvos and newer should have access to the fresh interface sometime in 2025. *Got a tip? Email us at tips@thedrive.com* ## Author Jerry is responsible for upholding The Drive's ethos as an audience-first, enthusiast-driven car blog that serves up industry-leading news, reviews, culture, and motorsport coverage. Overseeing a staff of writers and editors from his home base in Indianapolis, he helps curate the site's daily rundown, as well as its medium- and long-term content strategies. Jerry joined The Drive in 2018 as a writer and worked as news editor and managing editor before becoming the deputy in 2023. As a lifelong car enthusiast and racing fan, Jerry believes that all cars are cool, but the people behind the machines are even cooler. This belief often gives The Drive a slightly different focus from most other car sites, where we explore the humanity behind the machines. When he's not obsessing over the day's biggest stories or hanging out at a race track, Jerry can be found behind the wheel of a car, most likely sharing a laugh with his teenage son or daughter. ### Author social links [Instagram]()