Add vehicle owners to the growing list of potential cybersecurity threats against automakers in 2023.
Early adopters of new digitized offerings from automakers will find ways to bypass premium features by manipulating their vehicles' systems fraudulently, according to executives from Israeli cybersecurity firm Upstream.
Speaking at a cybersecurity webinar in January, the Upstream team said consumers may push back as automakers launch subscription-based services and features in new vehicles.
Automakers -- from BMW and Tesla to Volkswagen, Toyota and General Motors -- have offered monthly subscriptions for services like heated seats, global positioning systems, music streaming and remote keyless start functions with varying degrees of success.
An April 2022 survey from Cox Automotive suggested that consumers are hesitant to pay extra for apps and subscription services.
"We don't believe in asking people to pay $10 to get heated seats," Volvo Deputy CEO and Chief Commercial Officer Bjorn Annwall recently told Automotive News Europe. "The things we want to sell will provide a distinct consumer benefit. Then you can charge for it."