# Instrument clusters now paid extras in two Hyundai models Unbundling of basic features spreads to the automotive industry. - **Source:** [Slashdot](https://brifing.si/source/0f34d58e-1ccd-45a6-ab82-2de4065dc7ad) - **Published:** 2026-09-03 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/c0e734cd-22d9-4562-a530-36ac3f239906 ## Hyundai's new pricing strategy Hyundai has removed the driver's display from standard equipment in new Elantra (Avante in Korea) and Ioniq 3 models, making it optional. Base trim packages in the Korean market won't include the 9.9-inch instrument cluster. Customers must pay an additional 350,000 won ($255) for this feature. For the electric Ioniq 3, accessing the driver's display requires upgrading to a $5,000 premium package, drawing significant criticism from consumers. ## Strategy inspired by Apple Hyundai's move draws parallels to Apple's 2020 decision to stop including earphones and chargers with iPhones. This marks the first time such a fundamental hardware component becomes optional in the automotive industry. Hyundai's new Pleos Connect infotainment system will be installed in 20 million vehicles globally by 2030. The system consists of a center touchscreen and slim instrument cluster, now sold separately. ## Consumer backlash Hyundai customers on automotive forums describe the monetization of traditionally standard features as 'a slap in the face.' The $5,000 mandatory upgrade for EVs has become particularly controversial. Industry experts note this represents the first time a mainstream (non-luxury) automaker has adopted such aggressive unbundling tactics. Social media reactions suggest significant damage to brand perception among cost-conscious buyers. ## Emerging industry trend Hyundai's decision signals the potential start of a 'hardware unbundling' trend in automotive. Following Tesla's software-locking strategies, the physical partitioning of components raises concerns. A 2023 JD Power study shows 62% of consumers believe basic safety and driving information displays should remain standard. Automakers face growing pressure to maintain transparency about what's included in base prices. ## Manufacturer's justification Hyundai executives claim this decision provides customers with more choice and flexibility. The company argues some drivers prefer minimalist interfaces and that separating components keeps base prices lower. However, analysts suggest the real motivation stems from new revenue models enabled by software-defined vehicles. This approach mirrors tech industry practices but breaks with automotive traditions where instrument clusters were considered essential. ## Competitive market implications Industry watchers are monitoring whether Hyundai's move will inspire imitation from mainstream competitors like Toyota or Volkswagen. Currently, no major rivals have announced similar strategies. However, as profitability pressures mount during the EV transition, such practices may proliferate. The risk exists that competitors might use Hyundai's controversial decision as a differentiation point in their marketing. ## Long-term consequences Consumer advocacy groups warn about potential safety implications when basic driving information (speed, fuel levels, warning lights) becomes paywalled. The NHTSA hasn't regulated instrument cluster standards in the US, while European authorities face growing pressure to mandate free access to essential driving data. Legal experts suggest future regulations may emerge if this trend expands to safety-critical features. ## Changing consumer psychology Marketing analysts note a fundamental shift in perceived value within automotive. A 2023 Deloitte study found 58% of consumers are willing to pay for software-based services in vehicles. However, physical hardware unbundling may negatively impact brand loyalty. Hyundai's challenge lies in balancing new revenue streams with maintaining customer trust during this industry transformation period. ## Sources covering this story - https://tech.slashdot.org/story/26/09/02/2246257/instrument-clusters-are-now-paid-extras-in-two-hyundai-models?utm_source=rss1.0mainlinkanon&utm_medium=feed — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._