MW has sparked debate after offering an online subscription for heated front seats in its cars in the UK for £15 per month.
A monthly heated steering wheel subscription costs £1, and subscriptions have been available for features on BMW cars for some time in the UK, but the heated seat offer started this month.
The company says customers can enable all hardware features for a one-time payment if they prefer. The features are available via BMW’s ConnectedDrive online store and are activated remotely, with no need to visit a dealer.
The heated seat offer is available in the UK, but the subscriptions that are available vary by country.
Speaking to the BBC, the car manufacturer said: “Where heated seats, or any feature available in the ConnectedDrive store have been purchased when a customer vehicle is ordered, no subsequent subscription or payment is necessary”.
But the company argues that the ability to add new features can be helpful for owners who change their minds after purchase.
And it is particularly useful, BMW wrote, for second-hand car owners, “as they now have the opportunity to add features the original owner did not choose”.
Subscriptions also enable drivers to “experiment with a feature by purchasing a short-term trial before committing to a purchase”, the company added.
However, unlimited use of a feature can be purchased. For £200, those with chilly hands can enjoy a warm wheel for “as long as the technical prerequisites are met for this vehicle”.
A spokesperson for BMW told Sky News: “Where heated seats, or any feature available in the ConnectedDrive store have been purchased when a customer vehicle is ordered, no subsequent subscription or payment is necessary.
“The ConnectedDrive Store offers customers the opportunity to add selected features, which they did not order when the vehicle was built, at a later date.
“This can be helpful for new customers should their circumstances change after their purchase. For secondary owners, this functionality is particularly useful, as they now have the opportunity to add features the original owner did not choose.
“Customers can enable all hardware features for a one-time payment or if preferable, choose an annual or monthly subscription, depending on the feature.
“This enables drivers to experiment with a feature by purchasing a short-term trial before committing to a purchase.”
