BMW Walks Back Decision to Offer Subscription-Based Heated Seats

by Chris Teague

Published: September 8th, 2023

Automakers and companies of all types frequently survey their customers to develop ideas for new products and get feedback on existing items. But while that information is valuable and should be considered when creating new products, some companies seem to bypass the process altogether and end up rolling out something unexpected. Apple did a great job of that with the iPhone, creating a whole world of new products that people didn’t know they needed, but BMW didn’t have the same luck when it made the move to package popular vehicle features in added-cost subscription services. Though it’s not ditching the controversial practice altogether, BMW walked back the heated seat subscription after receiving scathing feedback from customers.

BMW board member Pieter Nota told Autocar, “We thought that we would provide an extra service to the customer by offering the chance to activate that later, but the user acceptance isn’t that high. People feel that they paid double – which was actually not true, but perception is reality, I always say. So that was the reason we stopped that.”

Perception is reality, and customers don’t take kindly to being told they’re wrong, so BMW didn’t have a lot of wiggle room. Nota did say that the automaker will continue offering services like parking assistance and other app-based services with either a one-time or subscription-based charge. According to Nota, owners are more accepting of paying for and downloading software-based services, as it feels like downloading a movie or music at home. They also noted that the services are well-received and becoming more successful as time passes.

[Image: BMW]

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Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

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2 of 44 comments

Dukeisduke on Sep 11, 2023

From The Ultimate Driving Machine, to The Ultimate Revenue Machine. Or, for the BEV models, The Ultimate Revenue Washing Machine.

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Jkross22 on Sep 11, 2023

Hey Pieter, why don't you have a talk with the design department and figure out which of the visually impaired designers needs to be reassigned to finance. That would be a good use of your time.

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Recent Comments

ED I don't know what GM is thinking.I have a 2020 one nice vehicle.Got rid of Camaro and was going to buy one.Probably won't buy another GM product.Get rid of all the head honchos at GM.This company is a bunch of cheapskates building junk that no one wants.
Lostjr Sedans have been made less practical, with low rooflines and steeply raked A pillars. It makes them harder to get in and out of. Probably harder to put a kid in a child seat. Sedans used to be more family oriented.
Bob Funny how Oldsmobile was offering a GPS system to help if you were lost, yet GM as a company was very lost. Not really sure that they are not still lost. They make hideous looking trucks, Cadillac is a crappy Chevy pretending to be fancy. To be honest, I would never step in a GM show room now or ever. Boring, cheap ugly and bad resale why bother. I get enough of GM when i rent on trips from airports. I have to say, does anybody at GM ever drive what everyone else drives? Do they ever then look at what crap they put out in style fit and finish? Come on, for real, do they? Cadillac updated slogan should be " sub standard of the 3rd world", or " almost as good as Tata motors". Enough said.
Sam Jacobs I want a sedan. When a buy a car or even rent one, I don’t want to ride up high. I don’t want a 5-door. I want a trunk to keep my stuff out of sight. It’s quieter, cars handle better, I don’t need to be at the same height as a truck. I have a 2022 Subaru Legacy Touring XT, best car ever, equipped as a luxury sedan, so quick and quiet. I don’t understand automakers’ decisions to take away sedans or simply stop updating them — giving up the competition. The Camry and Accord should not be our only choices. Impala and Fusion were beautiful when they were axed.
Spamvw I think you need to remember WHY the big 2 and 1/2 got out of the car business. Without going political, the CAFE standards signed into law meant unless you had a higher gas mileage fleet, you couldn't meet the standards.The Irony is that, the law made sedans so small with low roof lines, that normal people migrated to SUV's and Trucks. Now we get worse mileage than before.