Car Thing, likened by at least one admirer as the Zune of the 2020s, will cease to exist later this year following an announcement by Spotify late last week that the little device that couldn’t will stop working on Dec. 9. It’s not a suspension of technical support or software updates, but rather the simply designed in-car audio player will be remotely deactivated and that users should be prepared to discard it.
“The goal of our Car Thing exploration in the U.S. was to learn more about how people listen in the car,” said a Spotify spokesperson when asked about Car Thing’s death sentence. “In July 2022, we announced we’d stop further production and now it’s time to say goodbye to the devices entirely. Users will have until December 9, 2024 until all Car Thing devices will be deactivated.”
Spotify broke the news to Car Thingheads in an email on May 23, writing that the company was “switching gears” and that “while this chapter is closing, we’re working new, innovative ways to enhance your drives in the future.” A day later, the company sent a followup email explaining that “this was not a decision we made lightly and we want to ensure that you have the right place to reach out if you have any questions.”
The soon-to-be-obsolete devices have a 4-inch touch screen, a large rubbery spin dial and several buttons. In terms of size, Car Thing is 5-inches wide, 3-inches high and less than an inch thin. It is light (three ounces) and mounts to a dashboard, air vent or a CD player, and stays put in said mounts using magnets. Adding to the confusion surrounding its very existence, the Thing still needs to be connected to your car stereo using bluetooth or wires, and requires a dedicated power source and your smartphone (via WiFi) in order to access Spotify’s millions of tracks and podcasts. Users of the gadget control what’s playing via the touch screen, the dial or Spotify’s increasingly smart “Hey Spotify” voice control mode, which has become particularly popular among buckled-up kids wanting to take over the playlist.
The audio streaming giant began tinkering with a voice-controlled hardware device in 2019 as a way to test in-car listening habits and also to fill a need for Spotify devotees with older cars — or slightly less-smart or attractive interfaces — to enjoy their favorite music and podcasts while driving. Car Things began rolling out to select U.S. premium subscribers in April 2021 before going wide in February 2022 at a price point of $89.99. But a few months later, Spotify slammed the breaks on Car Thing production, saying in an earnings call that they “frankly haven’t seen the volume at the higher prices that would make the current product financially viable.”
Unsurprisingly, the company has not disclosed sales figures.
On its support website, Spotify said its decision to discontinue Car Thing was “part of our ongoing efforts to streamline our product offerings” and that “we understand it may be disappointing, but this decision allows us to focus on developing new features and enhancements that will ultimately provide a better experience to all Spotify users.” The company suggests resetting your Car Thing to factory settings before disposing of it at your nearest electronic waste recycling center. Spotify added that it has no plans to develop a new car device and won’t be offering a trade-in benefit.
