BMW Launched New Heated Seat Subscription

BMW has sparked controversy by offering a £15 monthly online subscription to turn on heated front seats in its vehicles in the United Kingdom. A heated steering wheel subscription costs £10 per month. Subscriptions for BMW features have been available in the UK for some time, but the heated seat offer only began this month.

Customers can enable all hardware features for a one-time fee, according to the company. The features are accessible through BMW's ConnectedDrive online store and can be activated remotely, eliminating the need to visit a dealer. The heated seat offer is available in the UK, but subscription prices vary by country.

According to the manufacturer, "where heated seats or any feature available in the ConnectedDrive store are purchased when a customer vehicle is ordered, no subsequent subscription or payment is required." However, the company claims that the ability to add new features is advantageous for owners who change their minds after purchasing.

It is especially useful for second-hand car owners, according to BMW, "as they now have the opportunity to add features that the original owner did not choose." Drivers can also "experiment with a feature by purchasing a short-term trial before committing to a purchase" with subscriptions, according to the company.