BMW ends heated seat subscription
BMW announced that it will terminate the heated seat subscription it offers for $18 per month in some countries. The company explained the reason behind this decision as users objecting to offering this feature for a subscription fee.
BMW Board Member Pieter Nota told Autocar that offering heated seats for a subscription fee was not well accepted among users. "BMW customers felt like they were paying double in this case, but in reality that's not the case," Nota said. But every zamAs I said, perception is reality. That's why we stopped it,” he said.
BMW will stop offering features that are already physically present in its cars for a regular fee. According to the experienced manager, such features will either come from the factory or not exist at all. The attempt failed because it was not accepted by the user.
Despite this, BMW does not intend to abandon the concept of subscription-based services and will continue to move in this direction. The company will continue to offer subscription-based features in its cars that are activated by downloading additional software. These will be related to driving assistants or the media system. The company plans to further expand options in this area.
