. BMW has drawn the ire of the internet over its subscription options on new cars in other countries, charging a rate to use heated seats..
, there's a one month free trial for heated seats, and then you have to choose a subscription plan , or pay more to buy the feature"unlimited" for a one-time fee of around $406.
Other features with subscription models in South Korea include the heated steering wheel, and there are one-time additional charges to use the car's wireless Apple CarPlay, Drive Recorder, Driving Assistant Plus, and automatic high beams—all already included in the hardware package onboard the vehicle when new, but required to be"unlocked" for an additional fee.
There's just no benefit to the consumer. In the case of heated seating, the hardware is already installed and factored into the MSRP at the point of purchase. A subscription fee to then use that hardware is an after-the-fact introduced cost that doesn't need to exist, since you paid for the hardware on the car once already. Opting out doesn't remove the cost of the hardware, it just makes an existing option artificially obsolete.
BMW should have already learned its lesson. A few years ago, in the U.S. market, BMW tried charging a subscription fee for Apple CarPlay , to much backlash from owners and shoppers. As a result, BMW reversed course and those features are included with no subscription required on U.S. models. Now, even theis calling BMW out for sales practices in other countries.
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