BMW's heated seat subscription: Difference between revisions
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In July 2022 [[BMW]] started charging a subscription for their heated seats as part of their Functions on Demand system.<ref>{{Cite web |title=BMW ConnectedDrive seamlessly integrates your mobile devices, smart home technology, and your vehicle's intelligent interfaces into a complete driver's environment. |url=https://www.bmwusa.com/explore/connecteddrive.html |url-status=live |access-date=1 Apr 2025 |website=[[BMW]]}}</ref> BMW's Functions on Demand system operates on a user opt-in/out subscription to enable various functions inside their vehicles. In September 2023 BMW stated they are no longer charging a subscription for heated seats.<ref>{{Cite web |last=Attwood |first=James |date=7 Sep 2023 |title=BMW will not charge extra to activate existing functions in cars |url=https://www.autocar.co.uk/car-news/new-cars/bmw-will-not-charge-extra-activate-existing-functions-cars#:~:text=What%20we%20don%E2%80%99t%20do%20any%20more |url-status=live |access-date=1 Apr 2025 |website=AutoCar}}</ref> | In July 2022, [[BMW]] started charging a subscription for their heated seats as part of their Functions on Demand system.<ref>{{Cite web |title=BMW ConnectedDrive seamlessly integrates your mobile devices, smart home technology, and your vehicle's intelligent interfaces into a complete driver's environment. |url=https://www.bmwusa.com/explore/connecteddrive.html |url-status=live |access-date=1 Apr 2025 |website=[[BMW]]}}</ref> BMW's Functions on Demand system operates on a user opt-in/out subscription to enable various functions inside their vehicles. In September 2023, BMW stated they are no longer charging a subscription for heated seats.<ref>{{Cite web |last=Attwood |first=James |date=7 Sep 2023 |title=BMW will not charge extra to activate existing functions in cars |url=https://www.autocar.co.uk/car-news/new-cars/bmw-will-not-charge-extra-activate-existing-functions-cars#:~:text=What%20we%20don%E2%80%99t%20do%20any%20more |url-status=live |access-date=1 Apr 2025 |website=AutoCar}}</ref> | ||
==Background== | ==Background== | ||
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==Heated seat subscription== | ==Heated seat subscription== | ||
[[File:Bmw-heated-seats-subscription.jpg|thumb|370x370px|South Korean heated seat subscription pricing. Photo by motor1.com taken from BMW South Korea.<ref name=":1">{{Cite web |last=Padeanu |first=Adrian |date=11 Jul 2022 |title=BMW Heated Seats Subscription Is Real And It Costs $18 Per Month |url=https://www.motor1.com/news/597376/bmw-heated-seats-subscription/ |url-status=live |access-date=1 Apr 2025 |website=Motor1}}</ref>]] | [[File:Bmw-heated-seats-subscription.jpg|thumb|370x370px|South Korean heated seat subscription pricing. Photo by motor1.com taken from BMW South Korea.<ref name=":1">{{Cite web |last=Padeanu |first=Adrian |date=11 Jul 2022 |title=BMW Heated Seats Subscription Is Real And It Costs $18 Per Month |url=https://www.motor1.com/news/597376/bmw-heated-seats-subscription/ |url-status=live |access-date=1 Apr 2025 |website=Motor1}}</ref>]] | ||
BMW stated that around 90% of customers would order the optional heated seat package<ref name=":0">{{Cite web |last=Smith |first=Christopher |date=14 Jul 2022 |title=BMW USA Won't Have Heated Seat Subscription If Option Is Already Chosen |url=https://www.motor1.com/news/598281/bmw-usa-heated-seat-subscription-if-option-chosen/#:~:text=As%20premium%20vehicle,ConnectedDrive%20store%20online. |url-status=live |access-date=1 Apr 2025 |website=Motor1}}</ref> | BMW stated that around 90% of customers would order the optional heated seat package.<ref name=":0">{{Cite web |last=Smith |first=Christopher |date=14 Jul 2022 |title=BMW USA Won't Have Heated Seat Subscription If Option Is Already Chosen |url=https://www.motor1.com/news/598281/bmw-usa-heated-seat-subscription-if-option-chosen/#:~:text=As%20premium%20vehicle,ConnectedDrive%20store%20online. |url-status=live |access-date=1 Apr 2025 |website=Motor1}}</ref> In order to streamline their factories, they started installing heated seats in all vehicles. Ordinarily the costs saved by streamlining factories would be passed on to customers with lower vehicle pricing, or by offering advanced features at a more competitive price. However, BMW's approach is to continuing charging for such features, using recurring fees rather than a one-time purchase. | ||
BMW started testing the waters with their heated seat subscription in South Korea. South Korean's monthly pricing is ₩24,000, using the 2022 currency conversion to USD this works out to approximately<ref name=":1" /> | BMW started testing the waters with their heated seat subscription in South Korea. South Korean's monthly pricing is ₩24,000, using the 2022 currency conversion to USD this works out to approximately:<ref name=":1" /> | ||
*$18/mo | *$18/mo | ||
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*$406 for unlimited use | *$406 for unlimited use | ||
A similar subscription is offered for heated steering wheels, with costs at<ref name=":1" /> | A similar subscription is offered for heated steering wheels, with costs at:<ref name=":1" /> | ||
*$10/mo | *$10/mo | ||
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==Legal impact== | ==Legal impact== | ||
Introduced September 2022 New Jersey's Assembly proposed a bill to make it illegal for automobile manufacturers to offer subscription services for any motor vehicle feature that<ref>https://legiscan.com/NJ/text/A4519/2022</ref> | Introduced in September 2022, New Jersey's Assembly proposed a bill to make it illegal for automobile manufacturers to offer subscription services for any motor vehicle feature that:<ref>https://legiscan.com/NJ/text/A4519/2022</ref> | ||
#utilizes components and hardware already installed on the motor vehicle at the time of purchase or lease by the consumer; and | #utilizes components and hardware already installed on the motor vehicle at the time of purchase or lease by the consumer; and | ||