BMW feature lockout scandal: Difference between revisions
Fixed punctuation. |
m Reformatted sections, fixed citations |
||
| Line 1: | Line 1: | ||
This article documents BMW's practice of including the hardware for its M adaptive suspension in many vehicles, while requiring customers to pay extra to activate the software that enables the feature. This model exemplifies modern consumer exploitation by eroding traditional notions of ownership and leveraging [[Subscription service|subscription services]] to control access to features that are physically present in a purchased product. | This article documents BMW's practice of including the hardware for its M adaptive suspension in many vehicles, while requiring customers to pay extra to activate the software that enables the feature. This model exemplifies modern consumer exploitation by eroding traditional notions of ownership and leveraging [[Subscription service|subscription services]] to control access to features that are physically present in a purchased product. | ||
| Line 7: | Line 4: | ||
Modern automotive manufacturers are increasingly using software and subscription models to control features within their vehicles.<ref name=":0" /><ref name=":1" /> This approach differs significantly from older consumer protection issues which focused on unsafe products or misleading advertising. BMW's adaptive suspension model is one example of how companies are shifting towards business practices that limit a consumer's [[Right to own|right to ownership]].<ref name=":1" /> | Modern automotive manufacturers are increasingly using software and subscription models to control features within their vehicles.<ref name=":0" /><ref name=":1" /> This approach differs significantly from older consumer protection issues which focused on unsafe products or misleading advertising. BMW's adaptive suspension model is one example of how companies are shifting towards business practices that limit a consumer's [[Right to own|right to ownership]].<ref name=":1" /> | ||
== | ==Adaptive Suspension as a Service== | ||
BMW includes the hardware for its M adaptive suspension in many of its vehicles, but the customer must pay extra to activate the software that enables the feature.<ref name=":0" /> The way this is offered is as follows:<ref name=":0" /> | BMW includes the hardware for its M adaptive suspension in many of its vehicles, but the customer must pay extra to activate the software that enables the feature.<ref name=":0" /> The way this is offered is as follows:<ref name=":0" /> | ||
| Line 15: | Line 12: | ||
*It can be bought outright for a one time charge of $500 | *It can be bought outright for a one time charge of $500 | ||
This means that even though a consumer has physically purchased the car with the suspension components, they do not have full control or use of those components without paying an additional fee.<ref name=":0" /> The cost of the equipment was already included in the price of the vehicle, meaning that the customer is effectively paying twice for the same components.<ref name=":0"> | This means that even though a consumer has physically purchased the car with the suspension components, they do not have full control or use of those components without paying an additional fee.<ref name=":0" /> The cost of the equipment was already included in the price of the vehicle, meaning that the customer is effectively paying twice for the same components.<ref name=":0"> | ||
{{cite web | |||
|first=James | |||
|last=Attwood | |||
|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 | |||
|website=AUTOCAR | |||
|url-status=live | |||
|archive-url=https://web.archive.org/web/20250202040409/https://www.autocar.co.uk/car-news/new-cars/bmw-will-not-charge-extra-activate-existing-functions-cars | |||
|archive-date=2 Feb 2025 | |||
|access-date=19 Feb 2025 | |||
}}</ref>This is a shift from traditional ownership models where the consumer has full access to the functionality of purchased goods. | |||
This business model alters the definition of "purchase" and "own," as described in the Consumer Action Taskforce mission statement. The consumer does not have complete control over the purchased item, as the manufacturer can effectively disable or restrict functionality through software. This raises questions about what it means to own a product, if the manufacturer retains control over key features. | This business model alters the definition of "purchase" and "own," as described in the Consumer Action Taskforce mission statement. The consumer does not have complete control over the purchased item, as the manufacturer can effectively disable or restrict functionality through software. This raises questions about what it means to own a product, if the manufacturer retains control over key features. | ||
This practice is not an isolated incident. BMW has previously implemented similar business practices such as charging a subscription fee for access to heated seats, despite the hardware being installed in the vehicle.<ref name=":1"> | This practice is not an isolated incident. BMW has previously implemented similar business practices such as charging a subscription fee for access to heated seats, despite the hardware being installed in the vehicle.<ref name=":1"> | ||
{{cite web | |||
|first=Andrew J. | |||
|last= Hawkins | |||
|date=7 Sep 2023 | |||
|title=BMW drops plan to charge a monthly fee for heated seats | |||
|url=https://www.theverge.com/2023/9/7/23863258/bmw-cancel-heated-seat-subscription-microtransaction | |||
|website=The Verge | |||
|url-status=live | |||
|archive-url=https://web.archive.org/web/20250129020851/https://www.theverge.com/2023/9/7/23863258/bmw-cancel-heated-seat-subscription-microtransaction | |||
|archive-date=29 Jan 2025 | |||
|access-date=19 Feb 2025 | |||
}}</ref> This demonstrates a pattern of behaviour that uses software to limit a consumer's access to features that they have already paid for.<ref name=":0" /><ref name=":1" /> | |||
== | ===Impact on consumers=== | ||
This incident highlights the following aspects of "new" consumer protection issues:<ref name=":1" /> | This incident highlights the following aspects of "new" consumer protection issues:<ref name=":1" /> | ||
| Line 31: | Line 52: | ||
*'''Difficult to Understand and Resist''': The way in which BMW offers its adaptive suspension, with the option of a subscription or one time payment, is designed to be complex, creating a level of 'fatigue' that makes it harder for consumers to resist.<ref name=":0" /> | *'''Difficult to Understand and Resist''': The way in which BMW offers its adaptive suspension, with the option of a subscription or one time payment, is designed to be complex, creating a level of 'fatigue' that makes it harder for consumers to resist.<ref name=":0" /> | ||
==Broader Implications== | ===Broader Implications=== | ||
This incident demonstrates the broader challenges facing consumers with regard to software and subscriptions that are increasingly prevalent in modern products.<ref name=":0" /><ref name=":1" /> It exemplifies the ways in which companies are shifting away from traditional notions of ownership by using software locks and subscription services to control access to features that are physically present in a purchased product.<ref name=":0" /><ref name=":1" /> | This incident demonstrates the broader challenges facing consumers with regard to software and subscriptions that are increasingly prevalent in modern products.<ref name=":0" /><ref name=":1" /> It exemplifies the ways in which companies are shifting away from traditional notions of ownership by using software locks and subscription services to control access to features that are physically present in a purchased product.<ref name=":0" /><ref name=":1" /> | ||
| Line 39: | Line 60: | ||
*[[Right to repair|Right to repair movement]] | *[[Right to repair|Right to repair movement]] | ||
*[[Subscription service|Subscription business model]] | *[[Subscription service|Subscription business model]] | ||
*[[Mercedes Benz|Mercedes Benz disabling digital features]] | |||
==References== | ==References== | ||
[[Category:Articles based on videos]] | [[Category:Articles based on videos]] | ||
[[Category:Incidents]] | [[Category:Incidents]] | ||
[[Category:BMW]] | [[Category:BMW]] | ||