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BMW Heated Seats Subscription Controversy

In 2022, BMW introduced a subscription model in some markets requiring customers to pay about $18 per month to activate heated seats already built into the car. (The Verge)

The move drew widespread criticism as many argued it was unfair to charge for hardware that was already installed. Users compared it to video game microtransactions, calling it “paying twice” for the same feature. (Wired)

By September 2023, BMW announced it would discontinue subscriptions for heated seats and heated steering wheels, returning these features to standard one-time purchase options at the point of sale. (The Verge)

BMW continues to offer subscription-based services, but these are now limited to software-only features, including advanced driver assistance, digital connectivity, and telematics packages. (KBB)

Volkswagen Performance Subscriptions

Volkswagen has taken a different approach, offering performance upgrades for its ID.3 and ID.4 EVs via subscription. Customers pay roughly £16.50/month, £165/year, or a one-time fee of £649 to unlock higher horsepower and torque. (PC Gamer, The Sun)

The move has been criticized as “pay-to-win” for cars, as the hardware is already present but software-locked behind a subscription. This subscription model is still active in 2025.

Other Automakers and Subscriptions

Other manufacturers have experimented with subscription models, mostly for software-based services:

• Toyota / Lexus: Safety Connect telematics subscriptions, offering emergency assistance and diagnostics. (Wikipedia)
• Tesla: Unlocking performance upgrades or premium features via software.
• Ford / GM: Advanced driving and connectivity features on subscription. (Axios)

BMW’s hardware subscription backlash remains a case study in how customers react to paying for features already installed, while software-based subscriptions continue to grow in popularity across the automotive industry.