To be fair, some features such as traffic, speedcam and map updates require continuous processing and work to do. I understand that these features require a subscription. But to use hardware that is already built in to you car, such as a seat heating unit, or a temperature sensor that detects if it is colder than a certain temperature outside and then heating your car seat and steering wheel at startup? Shameless.
Remember BMW’s subscription seat heater scandal? You’d be forgiven for letting it slip your mind; after all, there’s been more than enough rage bait (automotive and otherwise) to go around in recent years. The short version is this: Both manufacturers and dealers are all about making money on their cars long after the initial sale. Traditionally, that revenue has largely come from maintenance, but since EVs don’t require as much upkeep as internal-combustion cars, the future of that model is in jeopardy. Need proof? Look no further than Tesla, which just paywalled previously standard features behind a new FSD subscription.
But while BMW ultimately backed down over heated seats, the company still believes in the features-as-a-service model, and will continue to offer post-purchase upgrades through its ConnectedDrive platform.
“BMW remains fully committed to the ConnectedDrive environment as an essential part of the global BMW Aftersales strategy,” a BMW spokesperson told The Drive in an emailed statement.
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BMW and Tesla certainly aren’t alone in this. Most semi-autonomous driving software comes with some sort of subscription—often after a trial period—and there’s precedent for subscription add-ons going back much farther than the EV era. GM has been charging membership fees for OnStar services since the mid-1990s, when cellular service coverage was finally sufficient to support the company’s roadside assistance program. We’ve also seen countless app- and infotainment-based “concierge” services come and go over the years.
However you look at it, subscriptions are here to stay—and not just at BMW.
Source: BMW Commits to Subscriptions Even After Heated Seat Debacle
Robin Edgar
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