BMW managed to find itself in all kinds of headlines when it announced that it would be charging extra for users to enjoy the heated seat heating built into their cars. To use the feature that has long been standard and included, BMW thought a subscription that clocked in at about $18 a month, which is more than most entertainment subscriptions on the market, was a good idea, and judging by Autocar’s latest report, it (obviously) wasn’t.
Because BMW has now decided to drop its seat-heating subscription. As to why BMW has made a U-turn on the feature, board member for sales and marketing, Pieter Nota, explained:
“We thought we would offer the customer an extra service by offering the chance to activate that later, but user acceptance is not that high. People feel like they paid double – which actually wasn’t true, but perception is reality, I always say. So that was the reason we stopped doing that.”
So, oddly enough, people didn’t resonate with having to pay extra for a feature that used to be standard after they chose to spend significant sums of money on a BMW in the first place.
It should be noted that certain features still require an additional fee to use, including parking assistance and some other software-based services.