As part of Hyundai's Bluelink service, subscribers can download a new FIFA World Cup 2026 display theme. The theme joins the currently available Nature, Hyundai Pony, and Peanuts Display Themes, accessible through the Bluelink Store, via the Bluelink app, and the car owners MyHyundai account. Hyundai Bluelink+ is free for the original owner of the car, so the themes are readily available to those that choose to sign up and have an eligible 2024, 2025, or 2026 model year Hyundai vehicle. Reconnecting With What People Enjoy Hyundai Hyundai is an official partner of the FIFA World Cup 2026, and Hyundai is keen to try and wax eloquent about them. “The car is becoming one of the few places where people can reconnect with what they truly enjoy," says Olabisi Boyle, senior vice president, product planning and mobility strategy, Hyundai Motor North America. "Whether that is the excitement of the World Cup, the nostalgia and optimism of PEANUTS, or simply feeling a little more present during everyday moments."Boyle goes on to say, “At a time when so much technology competes for our attention, experiences like these can make the cabin feel more personal, more calming, and more emotionally connected to your life.” But, if downloading a theme for the sports tournament, the brand of car you own and drive is sponsoring isn't technology competing for your attention, we don't know what is. Exterior Lighting Patterns Hyundai As well as themes, Hyundai subscription customers can also access new exterior lighting patterns on 2026 model year Ioniq 9 and Palisade models. If you're wondering why you need to use the app and a download store to add something that could be delivered with an over-the-air update, we'll get to that. But, currently, the store website shows that the only downloadable content Bluelink has at the moment is the 2026 FIFA World Cup, Nature, Hyundai Pony, and Peanuts Display Themes, then the lighting patterns for two vehicles.Hyundai has also announced that there are new eligible models for Digital Features and Services: Eligible 2026 model year and later — Hyundai IONIQ 9 (initial rollout) Eligible 2026 model year and later — Hyundai Palisade (initial rollout) Eligible 2024 model year and later — Hyundai Santa Fe Eligible 2025 model year and later — Hyundai Tucson Eligible 2025 model year and later — Hyundai Santa Cruz Eligible 2025 model year and later — Hyundai IONIQ 5 The Subscription Model Issue Hyundai The Bluelink store is where you can "easily purchase or subscribe to various functions" on the car you bought. While the subscription is part of the purchase of new Hyundai cars, it doesn't transfer to the next owner. The next owner has to purchase a subscription, which is a seemingly neat solution to making money from the next owner of a car.If the automaker can't make money from the sale of the car, why not make money by locking desirable features, like remote lock, open, and start, and then less consequential features like digital themes and wallpapers behind a paywall? It works, but it also means the original owners have to go through extra steps using an app as the digital features aren't added through an over-the-air update. It also means customers have to submit information to Hyundai to access features on the car they own, and data collection is becoming a consistent revenue stream for automakers.
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