I wouldn't mind it. I would be fair and square.
You could have two options:
1. Buy a car as is: Pay your car upfront. No updates after purchase
2. VaaS: No upfront cost. Constant updates, monthly payment.
This current situation why I hate IoT devices. You pay upfront and hope they still provide the service after n years. It makes no sense for me, why would somebody provide a service without an ongoing revenue.