That's not rent seeking. Rent seeking is when an entity has control of something that can't be traded in a liquid/efficient way (this part is important!) and tries to leverage this uncompetetive situation into revenue that isn't subject to market forces.
Cars are pretty liquid. Subscription products are very liquid. If people don't want this they won't buy it. If they don't want cars with this subscription model they'll buy a Tesla[1] or VW. That's exactly the opposite of rent seeking.
That's not saying it's good (or bad) for consumers. But it's not rent seeking.
[1] Tesla also sells over-the-air performance upgrades, but it's a fixed price and goes with the vehicle after purchase. They do have subscription fees for data access features, and for FSD though.