BMW starts selling heated seat subscriptions for $18 a month

https://www.theverge.com/2022/7/12/23204950/bmw-subscriptions-microtransactions-heated-seats-feature

by brntn • 4 years ago

14 5 4 years ago

$18 for heated seat, $12 for heated steering wheel - unless BMW are changing their purchase model to pay monthly for the whole car rather than ~$50K upfront, this really cheapens the BMW brand.

I guess the options will be available packaged upfront for a one off payment, but BMW is (was?) a luxury/performance brand and their cars are investments - this makes it look cheap.

jqpabc1232• 4 years ago

Sorry, no auto is an "investment" and particularly not those of Euro design. After a few years on the road, these start to lose their value almost as fast as crypto due to the exorbitant maintenance costs.

What looks like a good deal on a late model "luxury" car becomes anything but once the naive new owner discovers it is due for over $10k of scheduled dealer maintenance.

The rich who buy these write them off as disposable status symbols --- not to be confused with reliable daily transportation.

rasz• 4 years ago

Check Z8 prices. Plenty of cars are great investments.

madars• 4 years ago

I could understand pricing dynamically-updated things like self-driving features as a subscription service (someone needs to train newer and better ML models; update maps; etc) but something _fixed_ made into a subscription is just tacky.

BMW starts selling heated seat subscriptions for $18 a month

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