The Mercedes-Benz CLA is a car that has been equipped with massage seats, a feature that is not commonly found in entry-level saloons. As someone who values a good massage, the author was excited to try out this feature, but was surprised to find that it was not enabled as standard.
Instead, the massage function can be unlocked through the car’s phone app, with a monthly subscription fee of £1.60 or a one-off payment of £16 for a 12-month activation. This has raised questions about the ethics of subscription-based features in cars.
Massage Seats: A Defining Differentiator
Massage seats are a feature that can set one car apart from another, and the author has had experience with several different types of massage seats in various cars. Peugeot’s attempt at massage seats is described as “absolute rubbish”, while Mini’s effort is also panned. The mainstream VW Group does the same thing but better – weirdly Skoda’s offering works fairly convincingly. And in some models you still get an activate-massage button on the seat itself, so no need to risk life and limb prodding a touchscreen.
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Mercedes-Benz has also made a significant effort in this area, with the previous-gen S-Class featuring a “hot stone” massage sensation that was highly effective. The author’s single favourite massage provider remains Bentley – it’s almost invasively thorough.
Subscription-Based Features: A Murky Ethical Area
The use of subscription-based features in cars is a relatively new phenomenon, and it has raised concerns about the way that car manufacturers are approaching the issue. Mercedes is using massage seats to wade into the murky ethics of subscription-based features. To save time and money in the factory, every CLA with these comfortable chairs has a massage function. But as delivered, there’s no option to activate it in the touchscreen.
Instead, you must first journey to the ‘Digital Extras’ section of the CLA’s full phone app. There you’ll be presented with various offers to unlock equipment you’re carrying around, but must pay extra to use. To enable the massage function, you’ll cough up a non-unreasonable £1.60 per month. Or to avoid yet another subscription drip-feed on your account, pay £16 for a 12-month activation.
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It’s worth considering how this approach to subscription-based features might impact the car-buying experience in the future. As cars become increasingly complex and connected, it’s likely that we will see more features being offered on a subscription basis.
In terms of the numbers, use it once a day and each massage costs 0.04p.
A Question of Value
Ultimately, the decision to pay extra for features like massage seats will depend on the individual buyer’s priorities and budget. Some may feel that the extra cost is worth it for the convenience and luxury that these features provide, while others may be more hesitant. As the car industry continues to evolve and innovate, it will be interesting to see how buyers respond to the increasing use of subscription-based features.
