BMW heated seats cost $26 per month with a subscription

You can pay for most things with a subscription today, from streaming music and movies to recipe boxes and beer delivery.

And now drivers can take advantage of a paid monthly plan for special features in BMW cars, such as heated front seats for $26 in Australia.

It’s part of the German brand’s connected drive package, which starting this week has added a number of new features, including a monthly subscription to have a heated steering wheel and a headlight system that won’t dazzle oncoming traffic.

The controversial move means drivers pay an annual or monthly fee for automakers to temporarily remove software that prevents them from using systems already installed in vehicles.

BMW’s latest cars have features you might not know about: The German brand produces models with a number of technologies in the background – and you have to pay a one-time fee or monthly subscription to unlock them.

A screenshot of BMW UK’s Connected Drive section of its website showing the various purchase and subscription options available for heated front seats

BMW first launched the service in 2020, offering over-the-air software upgrades to enable new features – or turn off – on its newest models.

Only its cars running Operating System 7 are compatible with the update system, which will allow customers to subscribe to certain features that are pre-installed in their car but not activated.

This is done via the built-in wi-fi and essentially removes the line of code in the computer system that is blocking the feature from being accessed.

This means that drivers can upgrade existing cars without having to set foot in a BMW dealership.

Most features are features that may not be advertised as available with the bike’s specific trim level when purchased by the original owner, or are optional extras that were not purchased during the ordering process.

To date, most offer permanent upgrades.

These include adaptive cruise control for a one-time fee of $1320, adaptive suspension for $700, Apple CarPlay for $465 and something called ‘IconicSound Sport’, which is a fake louder engine tone played through the interior speakers, for $175.

However, subscribers starting this week have been offered various other features on a non-permanent basis – whether for years, one year, and even monthly subscriptions.

This is similar to the microtransactions available in computer games that allow players to access new features and updates.

Only his car running Operating System 7 is compatible with the update system. It adds features over wi-fi by removing lines of code in the computer system that block features already installed in vehicles from being accessed

Want a heated steering wheel in your BMW just for winter? You can get it for $17 a month

This means BMW drivers can now order heated front seats, which are permanently available for $615, for three years for $440, an annual subscription for $265 or a monthly subscription for $26.

The heated steering wheel option costs $350 to fully install, $265 for three years, $175 for one year, or $17 per month.

This is the same pricing structure for BMW’s ‘high beam assistant’, which is a system that automatically dips the headlights in full beam when another road user is ahead.

Owners can also add a ‘driving assistance plus’ package, which is a version of adaptive cruise control that automatically maintains a predetermined speed, maintains a certain distance from the vehicle in front, and can steer the car in its lane.

It is available for $1,320 permanently, $965 for three years, $615 for one year or $61 a month.

Drivers of the newest BMW cars now have heated front seats with a 3-year subscription for $440, annual payments $265 or monthly payments for $26. They can also pay $615 to make it permanently available

Launching the update system in 2020, Oliver Zipse, chairman of BMW, said: ‘Digital technology belongs to BMW’s core – because hardware and software are just as important for a premium car.

‘Our mission is to integrate advanced digital technology with the highest product advantages to enhance customer experience and driving pleasure even more.’

While in some cases a monthly subscription may make sense for seasonal features, such as requiring only heated front seats in the winter months rather than during the current heatwave, it does raise questions about why drivers might want someone else on a non-permanent basis.

This is especially the case with high-beam assist, which is ultimately a system that improves road safety by not dazzling other drivers.

This also means that BMW must install all the hardware to carry out these functions, even if the first owner did not want to activate them.

For example, it is necessary to install heat pads in the front seats of all models and always install a steering wheel with a heat element in it instead of standard plastic rims – then install software that blocks their use if the buyer doesn’t want to pay for it.

While this means the automaker will have to fully load all its new cars, it is likely to reduce production time as vehicles are no longer made to order by customers with special features.

BMW first unveiled its plans to offer a subscription service for the feature in 2020, although it will only offer a monthly fee for heated seats and heated steering wheel starting this week.

When we asked a BMW spokesperson why drivers might want to use a monthly subscription, This is Money was told: ‘The connected drive store offers customers the opportunity to add selected features, which they did not order when the vehicle was built, at a later date. date.

‘This can help new customers if their circumstances change after their purchase.

‘For secondary owners, this function is very useful, as they now have the opportunity to add features that were not selected by the original owner.

‘Customers can activate all hardware features for a one-time payment or, if preferred, select an annual or monthly subscription, depending on the feature.

‘This allows drivers to experiment with features by purchasing a short-term trial before making a purchase.’

The system also allows BMW customers to take part in the feature for one month for free before committing to permanently renewing it on their car for an additional fee.

It also includes ‘BMW security camera information’, which notifies drivers when they approach a fixed speed camera. It can be tracked for free for one month before being purchased for just a $43 annual subscription.

Features plus driving assistance are available for free on a three-month trial.

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