Just when you thought your car would be a one-time purchase, Hyundai decides to join the ever-growing list of automotive companies trying to milk every last cent from your wallet with in-car subscriptions. Yup, Features-on-Demand (FOD) is the latest gimmick from Hyundai’s newly minted Hyundai Connected Mobility division, which was proudly announced in Europe last month. This isn’t just a simple car subscription; it’s a whole new level of pay-to-play, where you can unlock features already built into the vehicle—but only if you pay extra. Hyundai’s move is hardly groundbreaking; it’s just the latest in a series of money-grabbing schemes by car manufacturers. BMW faced heavy criticism for locking heated seats behind a paywall, and Mercedes did the same with their advanced rear-wheel steering system. Audi, not wanting to miss out on the fun, charges extra for dual-zone climate control, high-beam assist, and adaptive cruise control. All these companies seem to be taking a page out of the same playbook, hoping to turn these “features” into significant revenue streams. The Promise and the Reality image: Hyundai Marcus Welz, Managing Director of Hyundai Connected Mobility, promises that these subscriptions will bring new features to older cars via software updates. Imagine your old Hyundai EV suddenly becoming more efficient with a tweak to the electric motor or battery pack—if you’re willing to pay. It sounds like a win-win, but let’s be real: it’s a never-ending cycle of payments to keep up with features that should arguably be included in the original purchase…Hyundai wants buyers to pay more for features their cars already have