Mazda’s $10 remote start subscription sparks backlash

Right-to-repair advocates argue car owners should have full ownership of technology embedded in their vehicles

Mazda recently surprised customers by requiring them to sign up for a subscription to retain certain services. Now, renowned right-to-repair advocate Louis Rossmann is promoting the brand. He pointed to some of Mazda’s actions as reasons for his anger at them. However, it turns out customers may still have a workaround.

Previously, the Japanese automaker offered connected services, including remote start and other features, without a subscription. At the time, the company told customers that the services would eventually transition to a paid model.

More: Native Google Maps won’t work on GM’s new cars without $300 subscription

To clarify, we’re talking about two very different types of remote start here. The first type is the one many people are familiar with using a key fob to start the vehicle. The second method involves using another device, such as a smartphone, to start the car. In the latter, interconnected services do the heavy lifting.

Transition to paid services

It’s crazy that Mazda ever offered the first option on a key fob. Now it only offers the second option, in which users can start their cars by phone through its connected service, for a monthly subscription of $10, or $120 per year. Rothman noted that Brandon Rorthweiler developed a workaround for 2023 that enables remote start without a Mazda subscription fee.

However, according to Ars Technica, Mazda filed a DMCA takedown notice to terminate the open source project. The company claims it contains code that infringes “(Mazda’s) copyrighted rights” and uses “certain Mazda information, including proprietary API information.” Additionally, Mazda argued that the project contained code that provided the same functionality as found in official apps available on the Apple App Store and Google Play Store.

But that doesn’t mean aftermarket remote starter kits don’t work. In fact, with Mazda’s subscription model now in place, it’s not hard to imagine customers flocking to aftermarket solutions to avoid extra costs. However, by not choosing to pay for Mazda Connected Services, owners will also miss out on information such as vehicle health reports, remote keyless entry and vehicle status reports.

Showing a growing trend

Keep in mind, this is just one example of an automaker trying to fleece customers with a subscription-based feature that could potentially net them millions of dollars in additional revenue. BMW, for example, installs adaptive suspension hardware on some vehicles but charges $27.50 per month (or $505 for a one-time purchase) to unlock the software that makes the suspension actually work.

Additionally, Ferrari plans to offer a battery subscription service for its hybrid models to extend the warranty for just $7,500 each year! Granted, while this may sound ridiculous to most of us, for those who can afford a Ferrari, it’s just pocket change. Considering it covers all battery-related defects and offers free replacement after eight years (compared to the standard five-year warranty), it might even appeal to Maranello’s best car owners.

you don’t own me

However, regardless of whether people can afford (or are willing to pay) for a subscription, the main lesson from all this is that if automakers have their way, the car ownership experience will change dramatically in the near future. In fact, even the word “ownership” can become a bit fishy. Sure, you may have paid quite a bit of money for your car, and it may be legally yours, but that doesn’t ensure you actually have all the features it comes with, unless you’re prepared to pay extra.