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Former Zillow exec targets $1.3T
The top companies target big markets. Like Nvidia growing ~200% in 2024 on AI’s $214B tailwind. That’s why the same VCs behind Uber and Venmo also backed Pacaso. Created by a former Zillow exec, Pacaso’s co-ownership tech transforms a $1.3 trillion market. With $110M+ in gross profit to date, Pacaso just reserved the Nasdaq ticker PCSO.
Paid advertisement for Pacaso’s Regulation A offering. Read the offering circular at invest.pacaso.com. Reserving a ticker symbol is not a guarantee that the company will go public. Listing on the NASDAQ is subject to approvals.
So, here’s the latest “innovation” in the car industry: you buy a vehicle, it comes with the hardware, but plot twist you can’t actually use it unless you pay extra. 1
Volkswagen is now testing this in the UK, offering an “optional power upgrade” for ID.3 models: £16.50 a month, £165 a year, or £649 to permanently unlock horsepower that’s already under the hood. Yes, you’re paying not for new tech, not for a new feature, just for permission to access something you already own - (Source: BBC)
It’s like buying a smartphone with three cameras, but being told: “Sorry, only one works unless you subscribe to the Photography Plus plan.” Imagine the customer delight.
And here’s the kicker: history has already shown how this story ends. BMW tried to sell heated seats as a subscription service, customers hated it, mocked it globally, and BMW had to roll it back. Audi, Mazda, and even Toyota have tested the waters with subscription models for things like remote start or connected features, only to meet the same backlash. If the industry leaders are stumbling over this idea, maybe it’s time to rethink whether it’s really what customers want.
What Customers Might Actually Pay For?
Instead of nickel-and-diming people on existing hardware, why not create on-demand features that deliver real value?
Enhanced vehicle security
Park in a dodgy neighborhood? Activate advanced monitoring: motion detection, onboard camera recording, and remote alerts. Feels like peace of mind, not extortion.
Immersive drive highlights
Use the car’s built-in cameras and sensors to create cinematic “highlight reels” of road trips or track days. People want to pay for experiences they can share not just horsepower trapped behind a paywall.
Smart performance control with DMS (Driver Monitoring System)
Imagine your 18-year-old just got their license. The car automatically adjusts performance and speed limits when they’re at the wheel giving you confidence and them independence. That’s value. That’s safety. That’s the kind of feature families would genuinely appreciate.
Why this could heat the right notes with a customer you say?
Customers feel empowered, not tricked.
They’re paying for experiences, security, and peace of mind, not unlocking things they already bought.
The brand looks like it understands their life, instead of running a hardware toll booth.
Because in the long run, nobody remembers fondly the company that charged them a monthly fee just to sit on a warm seat. They remember the one that made them feel safe, excited, and cared for.
Why aren’t you listining VW? 1
MEET THE WRITER
Amod Mulay
I've progressed from a Java developer to leadership roles, gaining expertise in software architecture and product management. I'm passionate about creating solutions, meeting people, and driving innovation. In my free time, I enjoy drawing, biking, and trail running. Feel free to contact me for collaboration.
1 The views expressed here are Damian’s own and do not necessarily reflect those of his current or former employers.