There was a time when shopping for a car (new or used) had "cool feature value" that was bundled into the purchase of the car. Some cars had heated seats, heated steering wheels, premium sound, etc. We perceived those options as adding emotional value to the vehicle, and that those nifty features came with the price of the vehicle. With subscription pricing, the thrill of car shopping shifts from discovery to accounting. What used to feel like a personal touch is now just another line item on the final bill. Since the subscription options don't affect the core functionality of the vehicle, people will ask, "Do I really want/need those features?" Budget-conscious people will look for what used to be called "base model" vehicles.