BMW confident about seeing success with subscriptions for heated seats

German luxury car brand BMW is confident that the fuss around its subscription service for heated seats and heated steering wheels will be over soon. The car manufacturer is betting big on the digital services offerings to its customers as a stream of revenue generation. Charging a monthly fee to the customers against some premium offerings is a strategy several automakers have been following for quite some time.

By: HT Auto Desk
| Updated on: 08 Aug 2022, 08:10 AM
Follow us on:
Follow us on:
BMW is confident about its latest subscription service being successful. (REUTERS)
BMW is confident about its latest subscription service being successful.

Also Read : BMW sends off final i3 EVs with special gold paint

For example, Tesla has been charging a monthly fee for some of its advanced driver assistance technology for a while. Ford and Volkswagen both have publicly mentioned how they see the subscription service generating revenue. BMW is the latest addition to the list with its subscription service for heated seats, heated steering wheels, automatic high beams, and adaptive cruise control etc.

However, soon after launching the programme, BMW witnessed a backlash from critics as they believed customers would find way to hack to activate the feature and bypass the paywall software of the automaker. They cited the example of BMW's previous attempt to introduce a subscription service for Apple CarPlay access. While some customers found a hack to avoid the paywall, they even viewed it as needless software. This eventually resulted in BMW backtracking. While times have changed and people are more open to subscription services, BMW critics believe the automaker is again making a mistake.

Also check these Cars

Find more Cars
Bmw X4 (HT Auto photo)
₹ 96.20 Lakhs* *Ex-showroom price
Add to compare
Explore your Vehicle
Bmw Xm (HT Auto photo)
₹ 2.60 Cr* *Ex-showroom price
Add to compare
Check latest offers
Bmw I7 (HT Auto photo)
₹ 1.95 - 2.50 Cr* *Ex-showroom price
Add to compare
Check latest offers
Bmw X5 (HT Auto photo)
₹93.90 Lakhs - 1.07 Cr* Ex-showroom price
Add to compare
Check latest offers
Bmw Ix (HT Auto photo)
₹ 1.16 Cr* *Ex-showroom price
Add to compare
Check latest offers
Bmw X7 (HT Auto photo)
₹ 1.22 - 1.25 Cr* *Ex-showroom price
Add to compare
Check latest offers

Speaking about this BMW spokesperson Torsten Julich said to Bloomberg that mobility demands from customers are not as static as they used to be, which is understandable to some extent. "A year-long subscription or paying thousands of dollars for a feature like Tesla’s Full Self Driving makes less sense than paying a one-time monthly fee when we go on a road trip, Julich further added.

First Published Date: 08 Aug 2022, 08:10 AM IST
Shopping Bag Shop Now
73% OFF
IDELLA Car Duster, Extendable Long Handle Microfiber Car Duster Exterior Scratch Free Car Cleaning Tool, Car Dust Brush for Truck, Pickup, SUV, RV, Motorcycle, Vehicles Cleaning,(Multicolor)
Rs. 239 Rs. 899
64% OFF
Antson Portable High Power 2 in 1 Car Vacuum Cleaner | USB Rechargeable Wireless Handheld Car Vacuum Cleaner Traveling, Camping Reusable and Sustainable, Portable,Rechargeable Vacuum (2 in 1)
Rs. 699 Rs. 1,939
74% OFF
Microfiber Car Cleaning Soft Brush Ideal as Mop Duster, Washing Brush with Long Handle, Dust Cleaner Car Wash Brush with Handle, Soft Brush Scratch Free, Cleaning Dashboard Curved Design - Grey
Rs. 389 Rs. 1,499
1% OFF
GOODAIR Clear Car Windshield Enhancer | Classic |12 Tablets
Rs. 295 Rs. 299

Please provide your details to get Personalized Offers on

Choose city
+91 | Choose city
Choose city
Choose city
Powered by: Acko Logo
Please be noted that any information provided herein above will be received by Acko General Insurance Limited (“Acko”). By mentioning the above information, you agree to provide these details and information to Acko.
By clicking "View Offers" you Agree to our Terms and Privacy Policy

Dear Name

Please verify your mobile number.

+91 | Choose city
Couldn't verify the OTP.
It's either expired or it's incorrect.