BMW's heated seat subscription: Difference between revisions
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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> 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 | 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 continuously charge customers 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 | BMW started testing the waters with their heated seat subscription in South Korea. South Koreans' 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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==Consumer response== | ==Consumer response== | ||
Many BMW owners found it unacceptable to pay a subscription for a feature that was physically present in their vehicles. A common feeling between consumers was that they were being "charged twice for something they already owned". There were also concerns over privacy and security, as the vehicles are connected to the internet and can be controlled by the manufacturer. This | Many BMW owners found it unacceptable to pay a subscription for a feature that was physically present in their vehicles. A common feeling between consumers was that they were being "charged twice for something they already owned". There were also concerns over privacy and security, as the vehicles are connected to the internet and can be controlled by the manufacturer. This led to questions about data privacy and potential intrusions.<ref name=":2">{{Cite web |last=Prakash |first=Timothy |date=11 Sep 2023 |title=BMW Drops Heated Seats Subscription Due To Customer Backlash |url=https://thesun.my/motoring-news/bmw-drops-heated-seats-subscription-due-to-customer-backlash-JD11478313 |url-status=live |access-date=1 Apr 2025 |website=The Sun}}</ref> | ||
==BMW's response== | ==BMW's response== | ||