BMW and others have been criticized for charging monthly fees for features in new cars like heated seats. Now the tactic is coming to used cars.
Automakers are just starting to figure out how to transform used car owners into subscribers. Today, most of them reach used-vehicle owners either when someone buys a used vehicle through a certified dealer or when that new owner seeks out its app.
Drivers of used cars whom automakers have a direct line to—whether by email or app—are often offered free trial periods aimed at hooking a consumer to the subscription model of car ownership. But many drivers of used cars aren’t so easily targeted, especially those who don’t buy their cars through automakers’ dealer-controlled networks.
Since 2021, LexisNexis has offered a service called Owner Check aimed at helping automakers root out used car owners. It can link “disparate data sets” to determine when a car has a new owner, and conversely, when a person has a new car, says Dave Nemtuda, the company’s head of automotive product. The company won’t disclose which automakers use Owner Check, but it says companies accounting for 65 percent of the global auto market are either testing or in discussions about the service.
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