Current Events > BMW now charging $18 a month for heated seats, among other onboard DLC options

(+) Yeah! (+)

https://www.theverge.com/2022/7/12/23204950/bmw-subscriptions-microtransactions-heated-seats-feature

BMW is now selling subscriptions for heated seats in a number of countries the latest example of the companys adoption of microtransactions for high-end car features.

A monthly subscription to heat your BMWs front seats costs roughly $18, with options to subscribe for a year ($180), three years ($300), or pay for unlimited access for $415.

Its not clear exactly when BMW started offering this feature as a subscription, or in which countries, but a number of outlets this week reported spotted its launch in South Korea.

BMW has slowly been putting features behind subscriptions since 2020, and heated seats subs are now available in BMWs digital stores in countries including the UK, Germany, New Zealand, and South Africa. It doesnt, however, seem to be an option in the US yet.

Weve asked BMW for the exact details of this roll-out, but it was unable to say when the subscriptions had been launched in which countries. Its no surprise that BMW isnt trumpeting the news, though. Since the company announced in 2020 that its cars operating system would allow for microtransactions on features like automatic high beams and adaptive cruise control, customers have decried the move as greedy and exploitative.

Carmakers have always charged customers more money for high-end features, of course, but the dynamic is very different when software, rather than hardware, is the limiting factor.
In the case of heated seats, for example, BMW owners already have all the necessary components, but BMW has simply placed a software block on their functionality that buyers then have to pay to remove. For some software features that might lead to ongoing expenses for the carmaker (like automated traffic camera alerts, for example), charging a subscription seems more reasonable. But thats not an issue for heated seats.

Other features that BMW is locking behind subscriptions (as per the companys digital UK store) include heated steering wheels, from $12 a month; the option to record footage from your cars cameras, priced at $235 for unlimited use; and the IconicSounds Sport package, which lets you play engine sounds in your car for a one-time fee of $117.

In the latter case, BMW notes that the hardware for this feature has already been installed in your vehicle during production, at no extra cost. How generous.

I suppose this could be a good thing, buy the lowest priced model and jailbreak it for all the features!

Soon we'll straight up have to subscribe to turn the car on. Yeah you paid for the car but now you have to pay to drive it. Don't like it? Well aren't you entitled!

I've said it before, I'll say it again. BMW is the Apple of the automobile industry. You're just overpaying for a brand compared to what other camping bring to the table if you get one.

I've said it before, I'll say it again. BMW is the Apple of the automobile industry. You're just overpaying for a brand compared to what other camping bring to the table if you get one.

I've said it before, I'll say it again. BMW is the Apple of the automobile industry. You're just overpaying for a brand compared to what other camping bring to the table if you get one.

Really need to legislate against this shit but politicians are so out if touch that even if they're aware this is happening, it's only because they're profiting off it.

Wait so if the feature is already there then you already paid for its components. Or is BMW eliminating the initial price of features they install only to charge with microtransations? Something doesn't seem legal about this.

Honestly if this becomes a trend I'll drive nothing but old cars for the rest of my life. Probably will anyway, fuck car payments

Wait so if the feature is already there then you already paid for its components. Or is BMW eliminating the initial price of features they install only to charge with microtransations? Something doesn't seem legal about this.

well remember when toyota's keyless system was given to people on a free trial and then they started charging for them and people lost their minds lmao

https://www.theverge.com/2021/12/12/22831105/toyota-subscription-remote-start-key-fob

"Well don't you see? It's about choice! Now if you don't want those extra features you don't have to pay for them. Nevermind that the car costs just as much if not more than it ever did"

Wait so if the feature is already there then you already paid for its components. Or is BMW eliminating the initial price of features they install only to charge with microtransations? Something doesn't seem legal about this.

Honestly if this becomes a trend I'll drive nothing but old cars for the rest of my life. Probably will anyway, fuck car payments

I'm waiting for the car that forces you to watch ads before you can turn on the ignition.

well remember when toyota's keyless system was given to people on a free trial and then they started charging for them and people lost their minds lmao

https://www.theverge.com/2021/12/12/22831105/toyota-subscription-remote-start-key-fob

160 Bavarian Bucks

A monthly subscription to heat your BMWs front seats costs roughly $18, with options to subscribe for a year ($180), three years ($300), or pay for unlimited access for $415.

This is the first actual evidence of video games being bad for society.

Isn't it just $415 one time fee then? Not that outrageous for additional feature

"You used remote start, please watch this 30 second ad before you can fully start your vehicle"

"Connection interruption with mobile network!"

"Please watch 1 minute ad"

"Connection interruption with mobile network!"

"Car ignition locked! Contacting local police to investigate potential theft!"

You have already started your car 30 times this month. Would you like to purchase more ignitions?