Carmakers Are Bleeding $20,000 Per Vehicle to Kill CarPlay. It Won’t Work.
Automakers desperately want to be tech companies, locking users into native infotainment systems to chase recurring software revenue. But the market just delivered a brutal A/B test. The Honda Prologue and Chevy Equinox EV are essentially the same vehicle, yet Chevy is slashing $20,000 off its price just to move inventory. Why? Consumers refuse to settle for clunky native UIs when they can just use CarPlay. Automakers are subsidizing their own software delusions with massive hardware discounts, and buyers are finally holding the leverage.