Motorists may also be able to pay around $266 (US$180) a year for heated seats, or $600 (US$406) for the premium add-on for life.
This is wild — BMW is now selling a monthly subscription service for heated seats in your car.
• Monthly fee: $18
• Annual fee: $180
The car will come with all the necessary components, but payment is needed to remove a software block.
Welcome to microtransaction hell.
— Joe Pompliano (@JoePompliano) July 12, 2022
Despite the car manufacturer charging customers extra for heated seats, all cars will be built with the ability to warm the seats.
The seat-warming function will be activated via software once the customer pays for their subscription.
The company tried to introduce an extra charge for Apple CarPlay but ditched the plan after the resulting backlash.
It’s unclear if the heated-seat subscriptions will be introduced to other markets.
New trend towards subscription-enabled luxuries
Kristin Kolodge, vice-president and head of auto benchmarking and mobility development at J.D. Power, said these kinds of subscriptions would bring in another stream of recurring revenue for years, and build brand loyalty.