A new controversial subscription offering has emerged from one of the largest prestigious car manufacturers in the world, it’s an online monthly subscription to be able to activate your new BMW heated front seats. The cost for having this additional service will be £15 per month and is part of the BMW ConnectedDrive online store package.
BMW also proposes a monthly heated steering wheel subscription charge of £10 a month which is also part of the ConnectedDrive online store options. Other features have already been readily available through the online store but the heated seat subscription will become active in July 2022.
All BMW’s additional features can be activated remotely, without the need for visiting a BMW dealer. You can also opt to make a one-time payment for any extra feature if you prefer.
ConnectedDrive
BMW gave a statement to the BBC, explaining the new monthly subscription packages. “Where heated seats, or any feature available in the ConnectedDrive store have been purchased when a customer vehicle is ordered, no subscription or payment is necessary”.
With the outburst of criticism from experts and major influencers in the industry, BMW has also responded by stating that the ability to add additional features on a monthly basis, gives customers the opportunity to try the product and then have the ability to change their minds after purchase, without being committed and having regrets.
Another case BMW is making through a recent statement is, for the used car owners, “as they now have the opportunity to add features the original owner did not choose”. BMW went on to say, that the features also enable drivers to “experiment with a feature by purchasing a short-term trial before committing to a purchase”. Bear in mind, that unlimited use of a feature can be purchased too. For example, a £200 payment can warm up your chilly hands via your steering wheel for “as long as the technical prerequisites are met for this vehicle”.
What’s of slight concern is this trend is also being followed by a range of other car manufacturers, so this could be a sign of a new revenue stream for the car industry going forward.
Other options are available
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