Rivian’s CarPlay-less EVs Get Apple Music With Spatial Audio: Is This the Future of In-Car Entertainment?

Rivian’s Connect Plus Subscription: The Rise of Connected Features, the Fall of Free Data

Rivian, the up-and-coming electric vehicle manufacturer, is shaking things up in the automotive world, but not in the way you might expect. While other automakers are embracing the convenience of phone mirroring features like Apple CarPlay and Android Auto, Rivian has opted for a different path – a path strewn with paid subscriptions for even the most basic connectivity.

This bold move, announced in June with the introduction of Connect Plus, the company’s premium data subscription service, is sending waves through the EV community. The recent addition of a native Apple Music app to Rivian’s vehicles, while seemingly a welcome update, further highlights Rivian’s commitment to a subscription-based approach, prompting questions about the future of in-car features and the balance of power between automakers and technology giants.

Rivian CEO RJ Scaringe explained his reasoning for rejecting CarPlay during an interview on the Decoder podcast, stating that CarPlay "can’t leverage other parts of the vehicle experience" and "takes control away from automakers". This statement underscores Rivian’s desire to maintain control over the user experience and build a cohesive ecosystem within its vehicles. However, this push for control comes at a cost – the cost of a paid subscription for features that many users have come to expect as standard.

Here’s a breakdown of Rivian’s Connect Plus subscription and its implications:

The Connect Plus Subscription:

• Price: $14.99 per month or $149.99 annually.
• Features:
  • Native Apple Music streaming: Including support for spatial audio and Dolby Atmos.
  • Streaming connectivity: Allows for on-the-go streaming from apps like Apple Music, YouTube, and Google Cast.
  • Built-in Wi-Fi hotspot: Enables a consistent internet connection for passengers and the vehicle itself.
  • Access to other native apps: Including TuneIn, Amazon Audible, and future additions like native YouTube support.

The Impact on Rivian Owners:

• Prioritizing the User Experience: While some users might see Connect Plus as a cost-effective solution for accessing features like Apple Music and streaming connectivity, others may deem it unnecessary, particularly those who already utilize other music streaming apps or have personal data plans they can utilize via a Wi-Fi hotspot.

• Phasing Out Free Data: Rivian is phasing out its previous Rivian Membership, which offered free data and other perks. This shift means that even owners of older vehicles will eventually be required to pay for the Connect Plus subscription to access essential features like streaming and onboard Wi-Fi.

The Rivian Approach vs. Industry Standards:

• Rivian’s defiance of CarPlay and Android Auto: Their absence is a significant departure from the industry trend, where most manufacturers see them as critical for user satisfaction. Rivian’s stance suggests a belief that their in-house infotainment system can provide a superior user experience, or perhaps, a more lucrative source of income.

• A Comparison with Tesla: Tesla has also moved towards a subscription model for some features, requiring a $99 annual Premium subscription for full functionality. However, early Tesla owners still enjoy grandfathered unlimited data plans, whereas Rivian is implementing a blanket subscription policy for all new and existing customers.

Rivian’s Approach to Control vs. Convenience:

• The Argument for a Controlled Ecosystem: Rivian argues that their approach allows them to integrate features seamlessly with the vehicle’s systems, creating a more holistic user experience. They also point to the potential for future advancements and exclusive features that might be unavailable through CarPlay or Android Auto.

• The Argument for User Choice: Many users value the flexibility and familiarity of CarPlay and Android Auto, allowing them to easily access their preferred apps and services with minimal setup. The lack of phone mirroring features in Rivian vehicles could ultimately deter some consumers, especially those who rely heavily on their smartphone’s functionality while driving.

The Future of Connected Features and Subscription Models:

Rivian’s move is likely to provoke further discussion about the future of car ownership and the role of subscriptions in the automotive industry.

• The Shift Towards Subscription Services: The trend of offering connectivity and other features through subscriptions is expected to continue as automakers seek additional revenue streams and seek to control the user experience.

• The Need for Transparency and User Choice: As subscription models become more prevalent, it will be increasingly important for manufacturers to provide transparency about pricing, feature sets, and any potential limitations. Consumers will also demand greater choice and flexibility, enabling them to opt for only the subscription services they truly need.

• The Importance of User Convenience: The ultimate test for any subscription model will be whether it offers true value and convenience for the user. Rivian’s decision to prioritize its own in-house system over industry standards like CarPlay and Android Auto, could ultimately be a gamble that either pays off handsomely or results in lost customers.

Time will tell whether Rivian’s bold decision to prioritize its own ecosystem will ultimately resonate with customers. The company’s vision of a subscription-based future for in-car features is certainly ambitious, but the long-term success will hinge on its ability to deliver a compelling and user-friendly experience. Will Rivian’s bold approach to in-car features become the new standard, or will customers ultimately demand more choice and flexibility in how they access the features they need? The automotive industry is sure to be closely watching.

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