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BMW's high beam assistant (HBA): Difference between revisions

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'''[[BMW]]''' has created a subscription model for their auto-dimming headlights.<ref>[https://www.bmw.ie/en/shop/ls/dp/FLA_Offer_ie High Beam Assistant]</ref> Auto-dimming headlights have been a vehicle feature since 1952.<ref>{{Cite web |last=Del-Colle |first=Andrew |date=23 Dec 2013 |title=Carchaeology: 1952 Oldsmobile and the First Headlight Dimmer |url=https://www.popularmechanics.com/cars/a9816/carchaeology-1952-oldsmobile-and-the-first-headlight-dimmer-16301766/ |url-status=live |access-date=1 Apr 2024 |website=Popular Mechanics}}</ref>
{{#seo:
==High beam assistant subscription==
|description=BMW charges a subscription to activate the High Beam Assistant on vehicles where the hardware is already installed.
While some car manufacturers have included auto-dimming headlamps in their vehicles as standard, BMW has charged for this feature since 2005. [[Media:Night_Vision_highbeam.doc.doc]]
}}
{{IncidentCargo
|Company=BMW
|StartDate=2019-08
|EndDate=
|Status=Active
|ProductLine=
|Product=
|ArticleType=Product
|Type=Rent-Seeking
|Description=BMW charges a subscription to unlock High Beam Assistant, a pre-installed safety feature that prevents blinding other road users
}}
'''[[BMW]]''' charges a subscription or one-time fee to activate the High Beam Assistant (HBA) on vehicles that already contain the required hardware at the time of purchase.<ref name="bmw-uk-store">{{Cite web |title=High Beam Assistant |url=https://www.bmw.co.uk/en/shop/ls/dp/FLA_Offer_gb |url-status=live |access-date=26 Mar 2026 |website=BMW UK |archive-url=http://web.archive.org/web/20251015062146/https://www.bmw.co.uk/en/shop/ls/dp/FLA_Offer_gb |archive-date=15 Oct 2025}}</ref> The feature automatically dips headlights when it detects oncoming traffic.<ref name="bmw-press-2005">{{Cite web |date=21 Jul 2005 |title=BMW announces Night Vision and High-Beam Assistant |url=https://www.press.bmwgroup.com/united-kingdom/article/detail/T0013219EN_GB/bmw-announces-night-vision-and-high-beam-assistant?language=en_GB |url-status=live |archive-url=https://web.archive.org/web/20240613103706/https://www.press.bmwgroup.com/united-kingdom/article/detail/T0013219EN_GB/bmw-announces-night-vision-and-high-beam-assistant?language=en_GB |archive-date=13 Jun 2024 |access-date=26 Mar 2026 |website=BMW Group}}</ref> Because the camera sensor and LED headlamps are pre-installed for other driver-assistance systems, the subscription unlocks software that is already capable of running on the vehicle's existing hardware.<ref name="carmagazine-upgrades">{{Cite web |last=Groves |first=Jake |date=26 Mar 2021 |title=The uncomfortable future of in-car upgrades has begun |url=https://www.carmagazine.co.uk/features/opinion/jake-groves/in-car-upgrades/ |url-status=live |access-date=26 Mar 2026 |website=Car Magazine |archive-url=http://web.archive.org/web/20250708192507/https://www.carmagazine.co.uk/features/opinion/jake-groves/in-car-upgrades/ |archive-date=8 Jul 2025}}</ref>


When first introduced BMW's HBA required specific hardware components for its operation. The system utilized a sensor at the front of the car to detect oncoming light sources, which was integrated into the rearview mirror housing.<ref>{{Cite web |date=21 Jul 2005 |title=BMW announces Night Vision and High-Beam Assistant |url=https://www.press.bmwgroup.com/united-kingdom/article/detail/T0013219EN_GB/bmw-announces-night-vision-and-high-beam-assistant?language=en_GB&utm_source=chatgpt.com |url-status=live |access-date=1 Apr 2025 |website=[[BMW]]}}</ref>
== Background ==


Additionally, retrofitting guides for models like the BMW E90 indicate that installing the HBA involves hardware modifications, such as replacing the rearview mirror with one equipped with the necessary sensor and connecting it to the vehicle's electrical system.<ref>{{Cite web |date=20 Apr 2016 |title=Retrofit FLA ( High Beam Assist ) |url=https://www.e90post.com/forums/showthread.php?t=1252416&utm_source=chatgpt.com |url-status=live |access-date=1 Apr 2025 |website=e90post.com}}</ref>
BMW introduced the High Beam Assistant in July 2005 alongside its Night Vision system on the 5, 6, and 7 Series.<ref name="bmw-press-2005" /> The original system used a dedicated sensor mounted in the rearview mirror housing to detect oncoming light sources and automatically switch between high and low beams.<ref name="bmw-press-2005" />


These sources confirm that the original implementation of the High-Beam Assistant required additional hardware installations, justifying its status as an optional feature at an extra cost.[[File:High Beam Assistant Fee.png|thumb|Photo from OzJedi in a Bimmerpost forum discussion in 2019.<ref>{{Cite web |date=25 Nov 2019 |title=Get ready to pay for High Beam Assistant!!! |url=https://g05.bimmerpost.com/forums/showthread.php?t=1672824&utm_source=chatgpt.com |url-status=live |access-date=1 Apr 2025 |website=Bimmeropost}}</ref>]]In 2019<sup>[citation needed]</sup> BMW started charging a subscription for their High Beam Assistant(HBA). This was originally a one time additional add-on for ~€115. Pricing for the subscription is as follows:
At that time, the HBA required specific hardware that was not standard equipment. Retrofitting guides for models like the BMW E90 confirm that adding HBA involved replacing the rearview mirror with one containing the necessary sensor and connecting it to the vehicle's electrical system.<ref name="e90post-retrofit">{{Cite web |date=20 Apr 2016 |title=Retrofit FLA (High Beam Assist) |url=https://www.e90post.com/forums/showthread.php?t=1252416 |url-status=live |access-date=26 Mar 2026 |website=e90post |archive-url=http://web.archive.org/web/20250708192450/https://www.e90post.com/forums/showthread.php?t=1252416 |archive-date=8 Jul 2025}}</ref> Because the hardware was a genuine optional extra during this period, charging separately for it was consistent with standard automotive pricing.


*1 month  €15
On newer models, BMW consolidated multiple driver-assistance functions into a single forward-facing camera mounted behind the windshield near the rearview mirror. Because most modern BMWs ship with this camera for other driver-assistance features, the physical hardware needed for HBA is present in the vehicle regardless of whether the customer ordered the feature.<ref name="carscoops-2019">{{Cite web |last=Karkafiris |first=Michael |date=8 Nov 2019 |title=BMW Will Let You Activate More Functions To Your New Car After Purchase |url=https://www.carscoops.com/2019/11/bmw-will-let-you-activate-more-functions-to-your-new-car-after-purchase/ |url-status=live |access-date=26 Mar 2026 |website=Carscoops}}</ref>
*1 year      €150
*3 years    €200
*unlimited €250


[[File:BMW's HBA Pricing Model.png|thumb|BMW's High Beam Assistant Pricing model, taken from bmw.co.uk.<ref>[https://www.bmw.co.uk/en/shop/ls/dp/FLA_Offer_gb High Beam Assistant]</ref>]]
== High beam assistant subscription ==
The problem lies with the components needed for this feature already being installed in the car at purchase, rather than installed after an additional fee.<ref name=":0">{{Cite web |last=Groves |first=Jake |date=26 Mar 2021 |title=‘The uncomfortable future of in-car upgrades has begun’ |url=https://www.carmagazine.co.uk/features/opinion/jake-groves/in-car-upgrades/?utm_source=chatgpt.com |url-status=live |access-date=1 Apr 2025 |website=carmagazine}}</ref>


===BMW's response===
In 2019, BMW launched its expanded [[Features on demand|Functions on Demand]] system alongside BMW Operating System 7 (iDrive 7.0).<ref name="carscoops-2019" /> The system applied to new models first purchased from August 2019 onward.<ref name="carscoops-2019" /> HBA was among the first features offered through the ConnectedDrive digital store, alongside Active Cruise Control with Stop&Go and the BMW Drive Recorder.<ref name="carscoops-2019" />
A BMW spokesperson said that the store of features it offered "allows new car customers flexibility to add additional features to their vehicle after production should their circumstances change and the need for the feature arises.


"This is similar for secondary owners and providing customers with the chance to specify features they deem necessary, even if previous owners hadn’t needed those features."<ref name=":0" />
When a customer purchases HBA through the ConnectedDrive store or the My BMW app, an over-the-air update is sent to the vehicle, changing the software parameters to enable automatic high beam dimming.<ref name="carmagazine-upgrades" />


==Consumer response==
[[File:BMW's HBA Pricing Model.png|thumb|BMW's High Beam Assistant pricing in the UK ConnectedDrive store.<ref name="bmw-uk-store" />]]
Pricing varies by market. In the United Kingdom, BMW offers HBA at £10 per month, £100 per year, £150 for three years, or £200 for a permanent unlock.<ref name="bmw-uk-store" /><ref name="autoevolution-hba">{{Cite web |date=21 Jul 2024 |title=Netizens Up in Arms Over BMW Adaptive Headlight Subscription |url=https://www.autoevolution.com/news/netizens-up-in-arms-over-bmw-adaptive-headlight-subscription-237335.html |url-status=live |access-date=26 Mar 2026 |website=autoevolution}}</ref> In Ireland, the permanent unlock costs approximately €225.<ref name="bmw-ie-store">{{Cite web |title=High Beam Assistant |url=https://www.bmw.ie/en/shop/ls/dp/FLA_Offer_ie |url-status=live |access-date=26 Mar 2026 |website=BMW Ireland |archive-url=http://web.archive.org/web/20251211055532/https://www.bmw.ie/en/shop/ls/dp/FLA_Offer_ie |archive-date=11 Dec 2025}}</ref>
[[File:High Beam Assistant Fee.png|thumb|Photo from OzJedi in a Bimmerpost forum discussion in 2019.<ref name="bimmerpost-2019">{{Cite web |date=25 Nov 2019 |title=Get ready to pay for High Beam Assistant!!! |url=https://g05.bimmerpost.com/forums/showthread.php?t=1672824 |url-status=live |access-date=26 Mar 2026 |website=Bimmerpost |archive-url=http://web.archive.org/web/20250708192451/https://g05.bimmerpost.com/forums/showthread.php?t=1672824 |archive-date=8 Jul 2025}}</ref>]]
BMW applied the same software-lock model to [[BMW's heated seat subscription|heated seats]] in July 2022, charging approximately $18 per month for seat heaters whose physical coils were already installed at the factory.<ref name="edmunds-heated-seats">{{Cite web |last=Bierenkoven |first=Chase |date=27 Sep 2023 |title=BMW's Heated Seat Subscription Is Dead; Others Live On |url=https://www.edmunds.com/car-news/bmw-relents-on-heated-seat-subscription.html |url-status=live |access-date=26 Mar 2026 |website=Edmunds}}</ref> After widespread backlash, BMW dropped the heated seat subscription in September 2023, but the reversal applied only to physical hardware features. Software-driven features including HBA, Adaptive Cruise Control, Parking Assistant, and [[BMW feature lockout scandal|Adaptive M Suspension]] remain available through the ConnectedDrive store as of 2025.<ref name="edmunds-heated-seats" /><ref name="ttac-2024">{{Cite web |last=Posky |first=Matt |date=23 Jul 2024 |title=Driving Dystopia: BMW Sneaks Subscription Services Back Into Vehicles |url=https://www.thetruthaboutcars.com/cars/news-blog/driving-dystopia-bmw-sneaks-subscription-services-back-into-vehicles-44508289 |url-status=live |access-date=26 Mar 2026 |website=The Truth About Cars}}</ref>


Many people who have purchased a newer BMW are shocked to find out that the HBA requires an activation fee, and have looked for ways around it believing it should come standard.<ref>{{Cite web |title=Is there a proven way around paying £200 to activate high beam assist? |url=https://www.reddit.com/r/BmwTech/comments/1b2d99v/is_there_a_proven_way_around_paying_200_to/?utm_source=chatgpt.com |url-status=live |access-date=1 Apr 2024 |website=[[Reddit]]}}</ref><ref>{{Cite web |date=21 Nov 2022 |title=Just picked-up a demo G30 545e Xdrive. It has the high-beam assist hardware and BMW want €225 to turn it on. Anyone know whether Bimmercode could throw the switch on this for me and get it working? |url=https://g30.bimmerpost.com/forums/showthread.php?t=1971756 |url-status=live |access-date=1 Apr 2025 |website=Bimmerpost}}</ref> Others wonder if the purchase price is simply worth it.<ref>{{Cite web |date=17 Sep 2022 |title=High Beam Assist. |url=https://www.babybmw.net/threads/high-beam-assist.147073 |url-status=live |access-date=1 Apr 2025 |website=babybmw}}</ref>
=== BMW's response ===


==References==
BMW has argued that its ConnectedDrive store gives customers flexibility. A BMW spokesperson told ''Car Magazine'' that the store "allows new car customers flexibility to add additional features to their vehicle after production should their circumstances change and the need for the feature arises." The spokesperson added that this "is similar for secondary owners and providing customers with the chance to specify features they deem necessary, even if previous owners hadn't needed those features."<ref name="carmagazine-upgrades" />
 
After dropping the heated seat subscription, BMW board member Pieter Nota drew a distinction between hardware and software features. Nota told ''Autocar'' that customers "feel that they paid double" for hardware features like heated seats, and that "perception is reality." But he stated that software-based services like driving assistance and parking assistance are "very well accepted" by customers, comparing them to "downloading a film or an extra feature on an app."<ref name="edmunds-heated-seats" /> Because HBA relies on camera software rather than a physical component like a heating coil, it falls on the software side of this distinction and was not included in the heated seat reversal.<ref name="edmunds-heated-seats" />
 
== Safety concerns ==
 
Unlike heated seats or synthesized engine sounds, the High Beam Assistant directly affects the safety of other road users. The UN Economic Commission for Europe (UNECE) Regulation No. 48, which governs vehicle lighting installation, defines an adaptive main-beam system as one that "adapts its beam pattern to the presence of oncoming and preceding vehicles in order to improve the long-range visibility for the driver without causing discomfort, distraction or glare to other road users."<ref name="unece-r48">UN ECE Regulation No. 48, Revision 13, Section 2.7.28.7 (Installation of lighting and light-signalling devices on motor vehicles). [https://unece.org/sites/default/files/2025-04/R048r13e_0.pdf Full text (PDF)]</ref>
 
Without automatic high beam management, drivers must toggle high beams manually. Owners who decline to pay for HBA activation have no automatic dimming when approaching oncoming traffic, which increases the risk of glare for other road users.<ref name="autoevolution-hba" />
 
The safety angle distinguishes the HBA subscription from BMW's other paywalled features. A consumer who declines to pay for heated seats only affects their own comfort. A consumer who declines to pay for automatic high beam dimming affects every driver they pass at night.<ref name="ttac-2024" />
 
== Consumer response ==
 
BMW owners have expressed frustration at discovering the HBA requires an activation fee on vehicles where the hardware is already installed.<ref name="bimmerpost-g30">{{Cite web |date=21 Nov 2022 |title=Pay to play high-beam assistant |url=https://g30.bimmerpost.com/forums/showthread.php?t=1971756 |url-status=live |access-date=26 Mar 2026 |website=Bimmerpost |archive-url=http://web.archive.org/web/20250708192459/https://g30.bimmerpost.com/forums/showthread.php?t=1971756 |archive-date=8 Jul 2025}}</ref> Forum threads on Bimmerpost and Reddit show owners asking whether the permanent unlock price is justified and seeking ways to avoid the fee.<ref name="reddit-hba">{{Cite web |title=Is there a proven way around paying £200 to activate high beam assist? |url=https://www.reddit.com/r/BmwTech/comments/1b2d99v/is_there_a_proven_way_around_paying_200_to/ |url-status=live |access-date=26 Mar 2026 |website=Reddit}}</ref>
 
Some owners have used third-party OBD2 coding tools like BimmerCode to activate the feature without paying BMW.<ref name="bimmerpost-g30" />
 
The HBA subscription is one of several [[Automotive digital rights management|automotive subscription controversies]] across the industry. [[Mercedes-Benz]] has [[Mercedes-Benz locks horsepower behind paid subscription|charged for additional horsepower]] on its EQ electric vehicles, and [[Tesla]] has [[Tesla locks battery range behind paywall|locked battery range]] behind software paywalls.
 
== See also ==
 
* [[BMW]]
* [[BMW's heated seat subscription]]
* [[BMW feature lockout scandal]]
* [[Features on demand]]
* [[Subscription service]]
* [[Automotive digital rights management]]
 
== References ==
{{reflist}}
{{reflist}}
[[Category:BMW]]
[[Category:BMW]]
[[Category:Subscription Features]]
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