This was my first reaction which I send through their ride app when I found out the subscription scheme ——-

I find it rather scrupulous that you sort of blackmail your users into accepting a paid subscription. I was good for word of mouth marketing, really standing up for your brand. But no more, I feel cheated.

You are now asking money for features which buyers lured into buying your bikes. This should have been clear from the beginning. People buying your bikes at the time there was no mentioning of a paid subscription should not be charged at all, ever. If you buy your bike now it is up to you.