The first 12 months are completely free
The idea of receiving over-the-air updates to your car sounds great. You can access new software and other features even before you purchase the vehicle. Some of these goodies, however, are behind a paywall. It’s kind of like a download content (DLC) for a videogame.
The 2022 EQS was in the news a few weeks back after Mercedes charged customers in Germany EUR489 for the 10-degree rear-wheel steering. This upgrade to the standard 4.5-degree setup was reported. Daimler’s electric flagship car is back in the news, with another OTA-related topic. This time it concerns a less serious feature.
Today, the full-size luxury sedan goes on sale in Germany. It offers a series OTA updates every day. The Customization Package is the most important. It includes several lighting animations that are activated when you open or close the car, as well as a “Roaring Pulse” sound experience inside the cabin. The optional pack includes minigames such as Tetris and Sudoku, Shuffle Puck and Pairs if the EQS has a passenger-side screen.
You can also play these games in multiplayer mode via the rear-entertainment screen. Mercedes will give 12 months access free of charge to EQS owners, but thereafter, they will charge EUR89 (about $105). Some might argue that this shouldn’t be true, as customers already pay six figures for electric luxobarges. The EQS 450+ starts at EUR106,374 and the EQS 580-4MATIC starts at EUR135,529.
Two additional driving modes are available at EUR50 ($59) in the Mercedes Me Store. The Beginner Driver Mode changes the vehicle’s settings to make the driving characteristics more gentle. The Sport program is disabled, the maximum speed is limited to 75 mph (120 km/h), the ESP must stay on. Valet Mode is also included in this package. It’s similar to Beginner Driver Mode but lowers the maximum speed by 50 mph (80 km/h). Also, it restricts access to the owner’s personal profile.
Highlight Mode is also available via an OTA update. This activates via voice control and loads a video that shows some of the car’s special features like ambient lighting and massaging seats. Mercedes has confirmed that the DE-spec EQS will include the option to activate the 10-degree RWS via an OTA update. Side note: The US-spec car comes with the more advanced setup.
Mercedes will be able to offer temporary activations and subscriptions to EQS owners. This will allow Mercedes to create a new revenue stream. To show buyers what they are missing, and hopefully to lure them into paying more for an OTA update, free trial periods will be offered.