BMW Hardware Subscriptions Heating Up

BMW hardware subscriptions heating up: Yes, BMW is taking in-car subscriptions a step further, and perhaps a step too far. Typically, if car owners have ever needed to pay a subscription service, it was usually a software feature or access to mobile networks or safety services. BMW wants to now charge a monthly fee for access to features that are actual hardware components of your vehicle. In other words, the mechanicals are all in place for things like heated seats and steering wheels, but the Bavarian carmaker wants to charge you to turn these functions on. The last time they added a new subscription option, it was for access to wireless Apple CarPlay. A heap of backlash caused them to back up on that bold move, and ultimately the feature is now standard on all models. Now, they want to move forward and make common features real-world downloadable content. It’s as if we are living in a video game.

Now don’t worry, this practice is not in effect here in the U.S. just yet. Currently, it is only possible in the South Korean market via the company’s ConnectedDrive Store. There, it will cost drivers the equivalent of $18 a month for FRONT heated seats. You can do a one month trial, pay in one or three month intervals, or pay $406 for the feature permanently. Companies like Ford have claimed that their future will not be at the helm of subscriptions like this, but Stellantis says the practice could bring in around $23 billion annually if it takes off here. How do you feel about it?

More on BMW hardware subscriptions here.