BMW is testing subscription heated seats in other markets

BMW is testing subscription heated seats in other markets


Seeing their high profit potential, car manufacturers continue to explore new possibilities and registration services. BMW it puts back on the table the principle of adding physical equipment in this way, heated seats, for example. In other markets, such as South Korea, it is already offering to consumers.

While BMW Canada’s ConnectedDrive online store only offers software updates or add-on software on a subscription basis, its South Korean division takes it a step further by giving users the ability to add features like heated seats or a steering wheel.

For heated seats, the monthly fee is $24 CAD. It is also possible to take out the service for one year for the price of $176, or for three years for $283. Note that BMW does not force registration, that is to say that the user can only purchase the option for an average amount of $406 CA.

What BMW is trying to do with these types of subscriptions is to allow the consumer to try out an option without buying it. So we can decide to turn on the heated seats during the winter months, and then turn them off during the summer, for example.

The German giant offers other such options in South Korea, such as a heated steering wheel for $10 a month, $92 a year or $161 every three years. The fixed phone cost of this option in this market is $222. Interesting fact: it will even be possible to buy car audio for a fixed cost of $ 138.

Big income for builders

Obviously, the strategy of such services is to allow car manufacturers to generate more revenue and keep consumers connected to the brand. For reference, Stellantis expects to amass $23 billion in revenue by the end of this decade by selling subscription-based services only.

But that’s only on the condition that consumers decide to follow these kinds of trends. It’s still uncertain whether everyone will accept this kind of model, especially when you consider the bill that other manufacturers are already charging for a new car.

And what about the owners who will end up tinkering with these technologies in the aftermarket to make them available at no cost?

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