BMW wants to sell subscriptions to heated seats

[Mr. Mercedes]

Can you imagine spending $80,000 on a new BMW but then being stung for additional ongoing subscription fees to use the heated seats?

BMW wants to sell subscriptions to heated seats

 

[dalab]

[...

That and several other things, I do not understand the economic part well, since for this, beyond a software update, it implies that the hardware is installed in all the vehicles sold whether you subscribe or not, which implies the risk of standardize something that was optional with extra cost.

As Jason Cammisa said, among the items for which you can subscribe will be that they deliver your 4 series with the small grill and if you fall behind in your subscription payments it will change to the big one

 

[Yaz]

Didn't they learn their lesson with Apple carplay?

 

[chonkoa]

This is what happens when you have too many marketing people and accountants running a company.

 

[sako97]

What a joke.

 

[Matski]

I'm sure those that were gleeful in the proclamation that legacy automakers couldn't make the transition to the future of the mobility, when they might become mere production lines for tech companies... must be both surprised BMW is considering this, and enthusiastic for the cars-as-a-service, no real ownership future.

 

[mini_cooper4]

Imagine being on autopilot when your subscription runs out...

 

[manuelf]

That and several other things, I do not understand the econo...

Without detailed data of the cost structures, it is hard to tell ...
Fact is: All the big german OEM with their huge variety in addon options are trying to cut the insane combinatorics! From a logistic standpoint things are getting out of hands! You have to understand, that we are not only talking about the heating maps within the seats ... but the central ECU, which controls the heating needs additional pinning/connectors in case one choses the option of heated seats! If you have a look alone at the variants of certain central ECUs just to support any combinatorics of chosen add-ons, it gets a nightmare on all levels: Development, production, maintenance, spare parts logistics ...

So you have two options to tackle this: Cut down combinatorics by offering fixed add-on packages to chose from or go the route of digital resale afterwards ...

 

[south]

I think the article is a bit misleading. You can still order these options when ordering a car. All that is new is that, if you did not order them at first hand, you can have the choice of ‚retrofitting‘ (i.e. activating) them under the subscription model.

 

[A.P.]

Now we got microtransactions in cars too. What's next? Pants?

 

[martinbo]

Me driving along in my M5 - sees an opportunity for some tail-out action, hits my pre-programmed hoonigan setting...
"Sorry your subscription to 2WD mode has elapsed, please renew your subscription to reactivate this setting."

 

[Giannis]

So, you'll have purchase the hardware no matter what, but you'll be missing the software. I'm sure that there's some sort of law that prohibits you from messing with the software and activating it yourself.

 

[Matski]

The next stage will be offering free subscriptions if you sit through a 30 second advert when switching the car on.

 

[Centurion]

Without detailed data of the cost structures, it is hard...

Well said.

Fewer hardware and component variations = less supply chain and assembly complexity.

Unlockble features will be great for second hand buyers who wish a car had features that the original buyer didn't spec.

Furthermore, dealers will be able to order cars for inventory but give customers the option to finalise the spec depending on which features they want to unlock.

 

[J.E]

How about making an N63 engine that lasts at least 200,000 kilometres (125,000 miles) without destroying itself???

Oh shit... I must have angered BMW fanboys now.

 

[LaArtist]

How about making an N63 engine that lasts at least 200,000 k...

Lmao

Leave it to bmw to come up with f#ckery of this level.

Now I would really like them to do it, cause best believe some dude out there will be able to unlock all the options for a few bucks

 

[Matski]

Oh shit... I must have angered BMW fanboys now.

It's all just white noise at this point.

 

[Mr. Mercedes]

Leave it to bmw to come up with f#ckery of this lev...

LOL

 

[CrunchSlaughtered]

Next-airbag and ABS subscription. The end is coming (for the German big three).

 

[KiwiRob]

That and several other things, I do not understand the econo...

Its already like that, for example all Audi E-trons are delivered with matrix headlights, but because of laws in the US banning matrix headlights the function is locked, when the law changes you will be able to pay to unlock them. Audi's come with a lot of the options inbuilt but locked away, I'm sure it's true for other brands as well, you can buy a VAG-COM and unlock all the features your car was built with but you didn't pony up for, keyless entry is the most common one people unlock.