BMW could make features like heated seats, into subscription-based add-ons
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Joined: Oct 2008
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From: California
BMW could make features like heated seats, into subscription-based add-ons
cue the outrage if it comes true
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BMW just announced a couple different tech initiatives. One is a software update for iDrive 7.0 that will be sent out wirelessly to BMWs equipped with that infotainment software. The second is an expansion of its ConnectedDrive Store, and it’s this second announcement that will likely draw criticism from future BMW buyers.
Why, you ask? Well, we’re sure you all remember the Apple CarPlay subscription method debacle. For a couple years, BMW forced buyers to pay a continuous fee for access to Apple CarPlay in its vehicles, whereas every other car company either made it free or charged upfront like a regular option on a car. BMW has since ended this subscription program and made Apple CarPlay standard on every new car, mostly because everybody yelled loudly enough about it.
This same model is making a return, but instead of CarPlay, BMW has announced its intentions to apply it to other comfort functions and driver assistance features. The details aren’t clear with the program yet, but BMW suggested that features like heated seats, a heated steering wheel, adaptive cruise control and others could be offered on temporary, subscription-based time periods. This means the equipment will be installed in the car, but you’d have to pay to gain access to it for months or years at a time.
The upshot? You’ll now have the ultimate in flexibility of use for some features. Maybe you don’t want heated seats in the summer, or maybe you just want to activate the adaptive cruise control before you go on a long road trip because you don’t regularly have a need for it. Also, the second owner of the car would then be able to activate features that the first owner didn’t necessarily want (and didn’t pay for) or vice versa.
The downsides are quite obvious. You just bought a $60,000 BMW, yet now you’re getting nickel and dimed for features that are installed, but not activated. Paying a continuous fee for Apple CarPlay access seemed silly, and this seems just as unsavory. It also changes our perspective on buying used cars. BMW will gain the ability to continue to charge folks for features on the second and third owners of its cars to keep features installed and up to date.
BMW owners who lease their cars could end up saving money, though. Instead of paying a steep option charge added into the cost of the monthly payment, the subscription fee could be much less for the short period of time they own the car. Of course, when the owner turns the vehicle back in, BMW could then continue to charge the second owner for the same feature. Theoretically, there’s more money to be made in the long run, but we don’t have any numbers to know if that’s the case yet.
Not all the features will be subscription-based, though. Just as Tesla allows customers to purchase more content at a later date, BMW will do the same. For example, you'll be able to buy a new fake engine sound via BMW's IconicSounds Sport selection. BMW also lists its adaptive M Suspension as a followup "digital feature" you'll be able to buy after the fact.
The iDrive 7.0 update is a breath of fresh air, though. BMW is offering a free(!) update set to make its navigation faster and more powerful. The Personal Assistant (voice control) is getting a new design and more functionality. Wireless Android Auto is officially being activated. And finally, the Digital Key tech announced at Apple’s WWDC is going to come online. This update will be rolling out to customer cars this month sometime.
Why, you ask? Well, we’re sure you all remember the Apple CarPlay subscription method debacle. For a couple years, BMW forced buyers to pay a continuous fee for access to Apple CarPlay in its vehicles, whereas every other car company either made it free or charged upfront like a regular option on a car. BMW has since ended this subscription program and made Apple CarPlay standard on every new car, mostly because everybody yelled loudly enough about it.
This same model is making a return, but instead of CarPlay, BMW has announced its intentions to apply it to other comfort functions and driver assistance features. The details aren’t clear with the program yet, but BMW suggested that features like heated seats, a heated steering wheel, adaptive cruise control and others could be offered on temporary, subscription-based time periods. This means the equipment will be installed in the car, but you’d have to pay to gain access to it for months or years at a time.
The upshot? You’ll now have the ultimate in flexibility of use for some features. Maybe you don’t want heated seats in the summer, or maybe you just want to activate the adaptive cruise control before you go on a long road trip because you don’t regularly have a need for it. Also, the second owner of the car would then be able to activate features that the first owner didn’t necessarily want (and didn’t pay for) or vice versa.
The downsides are quite obvious. You just bought a $60,000 BMW, yet now you’re getting nickel and dimed for features that are installed, but not activated. Paying a continuous fee for Apple CarPlay access seemed silly, and this seems just as unsavory. It also changes our perspective on buying used cars. BMW will gain the ability to continue to charge folks for features on the second and third owners of its cars to keep features installed and up to date.
BMW owners who lease their cars could end up saving money, though. Instead of paying a steep option charge added into the cost of the monthly payment, the subscription fee could be much less for the short period of time they own the car. Of course, when the owner turns the vehicle back in, BMW could then continue to charge the second owner for the same feature. Theoretically, there’s more money to be made in the long run, but we don’t have any numbers to know if that’s the case yet.
Not all the features will be subscription-based, though. Just as Tesla allows customers to purchase more content at a later date, BMW will do the same. For example, you'll be able to buy a new fake engine sound via BMW's IconicSounds Sport selection. BMW also lists its adaptive M Suspension as a followup "digital feature" you'll be able to buy after the fact.
The iDrive 7.0 update is a breath of fresh air, though. BMW is offering a free(!) update set to make its navigation faster and more powerful. The Personal Assistant (voice control) is getting a new design and more functionality. Wireless Android Auto is officially being activated. And finally, the Digital Key tech announced at Apple’s WWDC is going to come online. This update will be rolling out to customer cars this month sometime.
Instructor
Joined: Apr 2016
Posts: 794
Likes: 3
From: CA
LOL who would subscribe to heated seats. I thought them charging for Car Play was bad. I'm in California so Heated seats aren't necessary but I would like Cooled seats but for some reason they don't even have those in the model I want. SMH
Lead Lap
Joined: Apr 2002
Posts: 4,892
Likes: 14
From: Virginia
Just like they had to back off of the plans for CarPlay subscription, i feel like they'll quickly walk this one back. I feel like someone at BMW is just throwing things against a wall to see what sticks. This would wreak havoc on trade in and used vehicle values.
Lead Lap
Joined: Aug 2013
Posts: 4,279
Likes: 1,034
From: Illinois
Subscription Services
For several years, there have been frequent posts here in which people have complained about the way that Lexus requires an annual paid subscription to be able to use features such as remote start and destination assist.
It may well be the case that, in the future, paid subscriptions will be required for additional services and features. BMW, for example, will be offering paid subscription services to use features like heated seats and the heated steering wheel.
https://techcrunch.com/2020/07/01/bm...cars-features/
I won't be surprised if other manufacturers, including Lexus, follow in the same direction.
It may well be the case that, in the future, paid subscriptions will be required for additional services and features. BMW, for example, will be offering paid subscription services to use features like heated seats and the heated steering wheel.
https://techcrunch.com/2020/07/01/bm...cars-features/
I won't be surprised if other manufacturers, including Lexus, follow in the same direction.
Instructor
Joined: Mar 2019
Posts: 1,241
Likes: 417
From: Alberta
I wonder if, once you have activated certain features such as heated seats, steering wheel, etc., the feature stays activated?....or will you have to maintain the "subscription" to keep the feature activated? Essentially...how many times will subsequent owners have to 'pay BMW' (or "insert brand here....") to keep using the features that had already been set up? The "discontinuing of G3" communication is one such issue that comes to mind for long-term or secondary owners.
Lead Lap
Joined: Aug 2013
Posts: 4,279
Likes: 1,034
From: Illinois
I could be misunderstanding what the article says, but my interpretation of "you can then essentially buy a subscription for this feature for a set amount of time" is that you would have to continue to pay for an active subscription in order to be able to keep using those features and that, if you didn't have an active paid subscription, access to those features would be disabled.
Lead Lap
Joined: May 2010
Posts: 3,901
Likes: 1,511
From: San Diego, CA
The autoblog article doesn't touch on what's probably really in play here - manufacturing and inventory streamlining driving cost reduction.
The notion of "renting" a feature like heated seats does sound asinine at face value, but that's largely just something that becomes possible with a change in inventory management. It likely costs BMW more to maintain inventory of multiple different variations of components where customers may or may not choose an option that it would if BMW were able to stock and fit one standard component across the board (and toggle the feature at the time of purchase, or later for a fee). So it's not necessary BMW coming up with crazy ideas. It's more that what seem to be crazy ideas have now become possible because you change your inventory and build strategy to one where you hold and fit fewer variants.
The notion of "renting" a feature like heated seats does sound asinine at face value, but that's largely just something that becomes possible with a change in inventory management. It likely costs BMW more to maintain inventory of multiple different variations of components where customers may or may not choose an option that it would if BMW were able to stock and fit one standard component across the board (and toggle the feature at the time of purchase, or later for a fee). So it's not necessary BMW coming up with crazy ideas. It's more that what seem to be crazy ideas have now become possible because you change your inventory and build strategy to one where you hold and fit fewer variants.
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Pole Position
Joined: May 2013
Posts: 2,891
Likes: 837
From: Idaho
I could be misunderstanding what the article says, but my interpretation of "you can then essentially buy a subscription for this feature for a set amount of time" is that you would have to continue to pay for an active subscription in order to be able to keep using those features and that, if you didn't have an active paid subscription, access to those features would be disabled.
Lead Lap
Joined: Aug 2013
Posts: 4,279
Likes: 1,034
From: Illinois
If Lexus were to do this, I would have to consider the value versus the cost, but I think the practice would make me too angry to consider the brand at that point. Now for things that cost Lexus in some fashion, that is different. I'm sure they have to pay a licensing fee for the map updates so I do get that expense (and I don't doubt they still make a profit too as that is their ultimate goal). But to use our electric seats we might require a subscription? I can't honestly see myself buying into that model.
If I want heated seats or a heated steering wheel or a navigation system or other features on a car, I accept the fact that I'm going to pay extra for those features at the time when I buy the car, but I don't find it acceptable to have to continue to pay a monthly or annual subscription fee for them for as long as I own the car.
Further, I find it to be somewhat "creepy" to know that, at any time, someone can enable or disable features on my car from some remote location.
Lead Lap
Joined: Aug 2013
Posts: 4,279
Likes: 1,034
From: Illinois
"...your new BMW may now offer you a free three-month trial and you can then essentially buy a subscription for this feature for a set amount of time."
Lead Lap
Joined: Aug 2013
Posts: 4,279
Likes: 1,034
From: Illinois
Here is another article about BMW's plans.
https://arstechnica.com/cars/2020/07...res-on-demand/
This article indicates that the free trial period would only be 1 month. After that, to use the features, it would require a paid subscription of 1-3 years.
https://arstechnica.com/cars/2020/07...res-on-demand/
This article indicates that the free trial period would only be 1 month. After that, to use the features, it would require a paid subscription of 1-3 years.
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