BMW, the German luxury carmaker, has announced that it will no longer charge a monthly fee for activating the heated seats already installed in the car, after facing backlash from customers who felt they were paying double for a feature they already owned.
The heated seats subscription was part of BMW’s strategy to offer software-based services that can be activated or deactivated remotely, depending on the customer’s preference and willingness to pay. The company claimed that this would allow customers to customize their cars and enjoy the latest features without having to buy a new model.
However, many customers were unhappy with the idea of paying a monthly fee for something that was already physically present in their car, such as the heated seats. Some customers also expressed concern about the privacy and security implications of having their car connected to the internet and controlled by BMW.
BMW faced criticism from both customers and experts, who accused the company of trying to squeeze more money out of its loyal customers and creating a negative user experience. Some analysts also questioned the viability of the subscription model for car features, arguing that customers prefer to pay upfront for what they want and own it permanently.
In response to the negative feedback, BMW decided to stop offering the heated seats subscription and instead activate the feature for free for all customers who have it installed in their car. The company said that it will continue to offer software-based subscriptions for other features, such as driver assistance and parking assistance, which are more complex and require regular updates.
BMW’s heated seats subscription debacle is an example of how carmakers are trying to adapt to the changing market and customer expectations, as well as the challenges they face in implementing new business models and technologies. As cars become more connected and software-driven, carmakers will have to balance innovation with customer satisfaction and trust.
Relevant articles:
– BMW Is Giving Up on Heated Seat Subscriptions Because People Hated Them – Sep 7, 2023 – The Drive
– BMW Drops Controversial Heated Seats Subscription Service – Sep 7, 2023 – Forbes
– Why BMW is offering heated seats on a monthly subscription – July 14, 2022 – CNN