The automotive sector is speeding toward a future that will be dominated by microtransactions and subscriptions.
As reported by The Verge, one of the most recent examples of how BMW is adopting microtransactions is to charge for high-end car features is the sale of subscriptions for heated seats in several countries.
You can expect to pay as little as R250 a month to have your BMW’s front seats heated, with the option to pay for a year, three years, or “unrestricted” access.
Subscriptions are now available in BMW online stores in the United Kingdom, New Zealand, Germany and South Africa. BMW has been gradually putting features behind subscriptions since 2020.
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Rather than allowing customers to remove a software block that prevents them from using heated seats, BMW simply charges a fee to unlock the feature. If a software feature has the potential to incur ongoing costs (such as automated traffic camera alerts), charging a subscription fee makes more sense.
When it comes to electric vehicles, Tesla currently offers a Premium Connectivity package that includes 4G LTE connectivity, and the company has gained notoriety for its cars operating more like tech devices. Vehicles can access real-time traffic information, video streaming services, and software updates without the need for a Wi-Fi network.
Because of this, it is important to note that Tesla does not offer a subscription service for built-in features such as heated seats. On the Model 3 Standard Range and Standard Range Plus, Tesla offered a paid upgrade for heated rear seats that was a one-time purchase rather than a subscription.
Subaru also charges a fee every month for an app that lets you start your car from a distance. (If you’re willing to pay more upfront, you can get an unlimited remote start option as well).
A subscription-based service for certain features, including heated seats, has been discussed by BMW executives for years.
Owners must pay BMW a monthly fee to use the car’s heating coils and other components to keep the seats warm. Benefits include a lower purchase price and the option of only paying for the feature when it is needed, like in the winter.
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