BMW has officially discontinued its controversial subscription service for heated seats. Introduced in 2020, the service aimed to provide flexibility by letting customers pay for certain vehicle features only when needed. While the idea seemed innovative, it faced significant criticism for charging customers to activate heated seats that were already physically installed in their cars. This approach left many customers questioning the value of paying extra for a feature they believed they had already purchased.
Refocusing on Software-Based Services
BMW is shifting its focus to “functions on demand” that involve software-driven features. In a recent interview with Autocar, Pieter Nota, BMW’s board member for sales and marketing, explained that the company now prioritizes services like parking assistance and advanced driving aids. These features can be activated post-purchase or involve data-driven capabilities that customers are accustomed to paying for in other areas, such as mobile subscriptions. This adjustment reflects BMW’s intention to offer services that feel more aligned with customer expectations.
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The company has completely abandoned the idea of hardware-based subscriptions, such as those for heated seats. Nota emphasized that features like seat heating will now be offered exclusively as factory-installed options at the time of purchase. “It’s either in or out,” he said, making it clear that such features will no longer require a subscription. This decision addresses widespread criticism and ensures that hardware options are straightforward and transparent for customers.
Customer Perception Played a Key Role
Customer dissatisfaction was a driving force behind BMW’s decision to end the heated seat subscription. Nota acknowledged that many buyers felt they were being charged twice for the same feature, even if that wasn’t entirely accurate. This perception created frustration, as many customers value simplicity and fairness in pricing. By listening to feedback, BMW recognized the need to refine its offerings to better meet the expectations of its customer base.
Going forward, BMW plans to offer subscriptions exclusively for software-based features such as parking assistance and other digital services. These types of upgrades enhance the driving experience without involving pre-installed hardware, making them better suited for a subscription model. By refining its approach, BMW aims to deliver innovative services while ensuring they are practical and well-received by its customers. This strategy highlights BMW’s commitment to balancing innovation with customer satisfaction.
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