BMW discontinues seat heating subscription service to focus on software and driver assistance features

According to news on September 7, BMW plans to further expand the scope of pay-as-you-go services and functions in future car models to meet different customer needs. At the same time, the company made it clear that it is no longer considering charging customers to activate hardware-based features.

BMW caused some controversy last year when they introduced a monthly subscription service to activate seat heating on certain models. However, this move has not been widely recognized, leading to many consumers being dissatisfied with paying extra for features that should be standard. Peter Nota, BMW's head of sales and marketing, said the lessons learned from this experience will have an impact on future decisions.

Peter Nota explained: "We have tested the user response and this is part of our decision-making. Our main focus now is to bring 'on demand' Functions' focus on software and service-related products, such as driving assistance and parking assistance. These functions can be added as needed after the user purchases the car, or functions that require data transmission, which is what users are accustomed to paying for in other areas. Cost situation."

According to the editor's understanding, BMW will no longer provide similar subscription services such as seat heating. These functions are either included in the vehicle's standard configuration or can be added when purchasing the car. BMW believes that providing users with an additional service that allows them to activate these functions after purchasing the car has not been widely recognized by consumers. Many people believe that they are actually paying twice, when purchasing the car and subsequently for activation, although this is not the case. Therefore, BMW decided to stop this service to improve user experience.

Peter Nota said that the company will continue to provide services that can be charged, mainly focusing on software, such as downloading specific driving assistance or parking assistance software. He pointed out: "People have become accustomed to paying for downloading software, just like downloading movies or additional functions of an application. This approach has become widely accepted and we are achieving more and more success in this regard." BMW is committed to Ensure that customers gain more flexibility and satisfaction during the car purchase and use process, while maintaining the reputation of their brands.

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