BMW Feature Subscriptions are here, Heated Seats = $18/month

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Just ... no.

It's Texas and our vehicles don't sit outside. No cushy heated seats are required. We've had heated seats on a couple of vehicles in the past. It was nice, but not essential enough to pay subscriptions for the feature.

Now they'd better leave our cold air conditioning alone!
 
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No! Oh boy. I remember about a decade ago when I was working for them, the idea was being toyed with and it made us all laugh. I figured it’d become reality rather sooner than later, but reading it now it still makes me shake my head.

I would’ve expected power to be the first of such components in a subscription model, though, as it’s much more essential to the driving experience. But I assume there’d be much more to sort out than ECU mapping: insurance, taxes etc.
 
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All the more reason to keep my older cars. I bought the cars, and their features- it’s mine to toast my ass as I please, when I please.
And someone will come up with a hack as they already have to get into the hidden systems via the OBD port and Bimmercode. Luckily my cars are out of warranty so I have no need to take them back to the dealer and have things reset.
 
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From the same article:

"Of course, this isn't something new as upgrades through the OBD port have been around for many years, especially for VAG products."

Not any more though since VW Group recently changed the access method to OBD/CANBUS. You now need to apply for a subscription for access and that only lasts for 30 minutes or so.
 
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All the more reason to keep my older cars. I bought the cars, and their features- it’s mine to toast my ass as I please, when I please.
And someone will come up with a hack as they already have to get into the hidden systems via the OBD port and Bimmercode. Luckily my cars are out of warranty so I have no need to take them back to the dealer and have things reset.
Yea I’m pretty keen to keep my current NA car until I’m an old man, and just get updated economical family cars as tech continues changing but I feel its rather repugnant charging people for something like that.

For a moment I thought about how silly it would be for the watch industry to do that, but then I remembered I have an Apple Watch with a 5G / LTE subscription that I pay $5/month for… but that’s a mobile service they’re providing, not a physical feature that is disabled unless I pay for it. I’d be frustrated enough if I owned a new BMW with that to jailbreak / hack it and steal heated seats. Maybe they’ll void your warranty or send the anti-piracy lawyers after people who do but the way I see it if I’ve bought the physical seat under my ass, I should determine how I use it.
 
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It sounds nuts..for ten seconds. Then, it's "of course."

With all the customization available and sought after, it'll sell.

What's next is intriguing. Will there be longer seat extensions, a premium for sitting in an exit row? Heated towels to wash up with? Free cocktails? (Maybe not the last one.)

It does stink to think of paying a subscription for what used to be free. I refuse to pay for Sirius xm for example. But people love upgrades and showing off so it's kindof a brilliant marketing concept. Until your ass is cold.
 
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Something else I’ll add btw, I’ve been a BMW enthusiast for decades and BMW is in the last few years trying harder to lose and alienate a big segment of their loyal customers than even Rolex with their policies, designs, and customer hostility. I can’t see myself being in a new BMW again since the previous gen M2 left production. Its like they genuinely don’t want the people who used to buy their cars and want to be some weird cross between Audi and Lexus making boring, heavy cars with poor interiors.
 
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Something else I’ll add btw, I’ve been a BMW enthusiast for decades and BMW is in the last few years trying harder to lose and alienate a big segment of their loyal customers than even Rolex with their policies, designs, and customer hostility. I can’t see myself being in a new BMW again since the previous gen M2 left production. Its like they genuinely don’t want the people who used to buy their cars and want to be some weird cross between Audi and Lexus making boring, heavy cars with poor interiors.
Bought my ‘17 CountrymanS and wife’s ‘19 CooperS specifically because they are the last gasp of fun BMW. The brand used to be a great value for the money and playful in many respects- they have lost their sense of humor. I pray we can keep them on road for the next 30 years…provided they don’t take our petrol away.
 
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Reading the article, it appears these features are still available for an upfront cost such as when ordering the vehicle, presumably. Who in their right mind would pay a monthly fee for such features if they really want them? Probably the same who have three credit cards maxed out, by a new phone every year on credit, and finance everything, I guess. I'll just be keeping my 11 and 21 year old BMWs, thank you.
 
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Something else I’ll add btw, I’ve been a BMW enthusiast for decades and BMW is in the last few years trying harder to lose and alienate a big segment of their loyal customers than even Rolex with their policies, designs, and customer hostility. I can’t see myself being in a new BMW again since the previous gen M2 left production. Its like they genuinely don’t want the people who used to buy their cars and want to be some weird cross between Audi and Lexus making boring, heavy cars with poor interiors.
Had a 2015 BMW 428iC. Far from a trouble-free ride, but quality of service department was very good. When that lease was up, BMW really tried to stick it me on a new lease. I found that dealing with the sales department so unpleasant that they lost a customer.

On my second Audi, but they do the same thing as BMW. My 2021 A5 has built-in navigation, but they want $80/month for that. At least Audi isn’t charging for Apple Car Play…yet. Siri does a far better job than in-car navigation.

Audi also comes with a chip that gives access to almost all toll roads in US without a separate transponder for each. Not worth $10/month for that as I am not a long-haul trucker.

We better get used to this. The airline and hotel industries have made billions with up-charges. The automakers want what they see as their fair share.

We better get used to it. I don’t see this going away.
gatorcpa

PS - I think the Audi interiors on newer cars are far superior to BMW, although I admit that BMW’s are a bit more sporting. Different strokes for different folks. Normal tires are far quieter than run flats, and cheaper too.
 
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Had a 2015 BMW 428iC. Far from a trouble-free ride, but quality of service department was very good. When that lease was up, BMW really tried to stick it me on a new lease. I found that dealing with the sales department so unpleasant that they lost a customer.

On my second Audi, but they do the same thing as BMW. My 2021 A5 has built-in navigation, but they want $80/month for that. At least Audi isn’t charging for Apple Car Play…yet. Siri does a far better job than in-car navigation.

Audi also comes with a chip that gives access to almost all toll roads in US without a separate transponder for each. Not worth $10/month for that as I am not a long-haul trucker.

We better get used to this. The airline and hotel industries have made billions with up-charges. The automakers want what they see as their fair share.

We better get used to it. I don’t see this going away.
gatorcpa
Oh yea Car-Play has to be of the best things Apple’s ever done, especially given how woefully bad every single automaker is at making their own navigation and infotainment systems UI wise. My car is a 2012 so I had to spend about $800 having an aftermarket CarPlay box installed to work with the factory touchscreen which is thankfully very good quality. Having Audible for audiobooks and Apple Music’s great UI and Siri controls at the same time as really good navigation is just awesome, and I think that feature is really key to making any older car feel modern and current.

I think back in the old days, what really set BMW apart for me is they had this driver focused feel with the center console tilted towards you, and were always significantly lighter than their Audi and Mercedes competition with that 50:50 weight balance and direct steering. Now the new M4 CSL is laughably called a “lightweight special” at 1760kg, the lineup has FWD cars, and they’ve gotten so big that a new 4 series dwarfs the E34 5 series. None of those points of difference exist anymore and the stying and interiors are just poor compared to the competition, so I’m not really sure what if anything they’re trying to be these days. Mercedes are still positioning themselves as the higher tier luxury competitor and have the best interiors, Audi are still making turbocharged AWD cars that are heavier but more practical, but BMW is just in no-man’s land.
 
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The quickest way stop this lunacy is if nobody takes up the subscription or buys another brand of vehicle.
That will never happen in this new society.
So I guess I will hang on to my old hack of a car subscription free.
 
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Oh yea Car-Play has to be of the best things Apple’s ever done, especially given how woefully bad every single automaker is at making their own navigation and infotainment systems UI wise. My car is a 2012 so I had to spend about $800 having an aftermarket CarPlay box installed to work with the factory touchscreen which is thankfully very good quality. Having Audible for audiobooks and Apple Music’s great UI and Siri controls at the same time as really good navigation is just awesome, and I think that feature is really key to making any older car feel modern and current.

I think back in the old days, what really set BMW apart for me is they had this driver focused feel with the center console tilted towards you, and were always significantly lighter than their Audi and Mercedes competition with that 50:50 weight balance and direct steering. Now the new M4 CSL is laughably called a “lightweight special” at 1760kg, the lineup has FWD cars, and they’ve gotten so big that a new 4 series dwarfs the E34 5 series. None of those points of difference exist anymore and the stying and interiors are just poor compared to the competition, so I’m not really sure what if anything they’re trying to be these days. Mercedes are still positioning themselves as the higher tier luxury competitor and have the best interiors, Audi are still making turbocharged AWD cars that are heavier but more practical, but BMW is just in no-man’s land.
I still have my ‘06 Audi A3. I contemplated selling it when I got the Mini but it really is a fantastic car and isn’t worth much. Fit & finish is excellent (aside of the soft touch buttons have peeled up), minimal tech (XM radio and dial climate and that’s it), it even has manual seats! I have ass warmers, heated mirrors, power windows and a decent DSG transmission…what else could one need? The handling and power delivery is spot on for the weight and size of the car- and it even has a real key and a dipstick.
 
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Well, I guess, it all depends ...

From one perspective, upfront-paid features increase resale value.

From another perspective, in my home country I would need heated seats for 6 months a year. I change cars typically every 5 years.
5 years x 6 months/pear x $18 = $540 for 5 years.
How much it is to get heated seats upfront? Is it more than $540?
 
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I sold my last BMW in March and will likely never go back to the brand. My previous gen. X5 (F15) was full of mechanical and electrical faults. The idrive was glitchy from day one and the dealer couldn’t resolve the issue after 3 yrs of back-and-forth. If the car was left under the sun, every plastic component inside would squeak. The last straw for me was the numerous oil leaks from the trans axle and oil pan. This on a car with only 26k miles and 4 yrs of service. Was lucky all repairs were covered under warranty. I sold it and will never look back. The F15 was a far cry from my previous 3 BMWs. None of the newer models look attractive to me with the goofy long kidney grills. Just line Lolex, there will be a day of reckoning.
 
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I have a 2016 F11, just before they got the 'ugly grin makeover'. It's my 2nd F11 and both have been faultless. I keep cars until they die (killed my last one on an unavoidable flooded road, don't ever try big puddles in one, stupid low down air intakes) and do above average miles carrying quite a bit of gear. I used to be an Audi A6 avant chap but post the 2011 A6 model change I reckon the BMW is the better car all round, up until 2017 anyway, in my experience. Comfier (for me), slightly wider boot compartment, much more responsive drive, particularly in sport mode, better weighted/balanced steering. Get 35k miles out of Pirelli run flats and just over 50mpg, what's not to like out of a big heavy diesel burner?

For sure the subscription type service will be here to stay, unfortunately. It's a lucrative and irresistible business model under the guise of instant and changeable 'personal choice'. Heated steering wheel??....we are all doomed, I tell you!
 
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This :
« With the risk of stating the obvious, you're paying for features the car already comes with, at least if we're talking about heated seats/steering wheel. »

The physical equipment will have to be installed in the car anyway. We’re not talking about a google map feature, or any software extra features …

Audi also charges monthly fees for OnDmand features. Matrix led beams are part if it … but this is a specific light that is physically installed in the car. And this has a cost, especially if buyer doesn’t activate the option …
OR this way they only have have heated seats and high gen laser-matrix led on production lines and the make scale saving (compared to multiple lighting systems or type of seats) ?
 
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Still wind my window up and down. Have to stick my hand out the window to move the mirrors. Change to 4X4 on a shifter on the floor….
And seats are always warm in Darwin Australia…

Might buy another watch with all the money I’m saving 😗