Imagine for a second that you're the proud owner of a new car. You tried to flip on the heated seats of your car in the cold. The rear end is cold.
There is a possibility that this scenario is still out of the question. BMW is selling heated seats as a monthly subscription in certain countries. Even if the car came with all the necessary hardware, owners who don't pay up won't be allowed access.
Car companies want to make more money from the software in their cars. A steady stream of revenue is expected to continue long after a car is sold.
BMW's South Korea site has a monthly subscription for heated seats and a heated steering wheel. They appear to have been removed. There are features for BMW owners in Germany, the UK, South Africa, and New Zealand.
The heated seats cost around $18 per month. A heated steering wheel will cost around $12 per month. Automatic high-beam headlights and adaptive cruise control with lane centering are two of BMW's other subscription options.
When it launched the subscriptions, BMW didn't reply to questions.
Cars are getting more connected to the internet. This means that cars can be remotely updated or unlocked, potentially keeping them current and relevant. They can charge owners a lot of money for doing so.
The ability to lock or start a car through an app is free for Lexus, Toyota, and Subaru owners. The hands-free driving feature in some Cadillacs and Chevrolets costs $25 a month. The most advanced driver-assistance system on the market costs $199 per month.
Customer backlash has arisen from the trend. BMW had planned to charge $80 per month for Apple CarPlay in the US. It may take some time for car companies to understand what customers are willing to pay.
"I think we're going to see some interesting ebbs and flows of what really sticks," said an auto- industry analyst.
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