BMW stops charging monthly fee to activate seat heating after outcry

MUNICH: BMW has abandoned its subscription charge for activating heated seats already fitted to its cars after a sharp backlash from consumers.

The subscription for seats, which cost up to US$18 (RM84) a month in the countries where it was offered, prompted an overwhelmingly negative consumer response, with angry consumers taking to social media to say paywalls in cars should not be tolerated.

BMW drivers who failed to make the payments had previously seen their heated seats turned off. The company confirmed to industry magazine that it would stop charging to activate existing functions.

As one of Germany’s large premium manufacturers, Munich-based BMW has a loyal customer base previously used to buying a car and getting key features as standard or ordering them in advance at extra cost.

The online activation of seat heating introduced in 2022 upset many traditional customers.

“The damn hardware is in your car and you have already paid for it,” one Reddit user wrote. “In the case of a vehicle that can be had for a high five- or even six-figure sum, it is outrageous.”

In an interview with Britain’s Autocar magazine, Pieter Nota, who is charge of sales and marketing at BMW, said the company has now switched to an “in or out” choice for seated heats.

“We offer it from the factory and you either have it or you don’t have it,” Nota said.

“We thought that we would provide an extra service to the customer by offering the chance to activate that later, but the user acceptance isn’t that high.”

“People feel that they paid double – which was actually not true, but perception is reality, I always say. So that was the reason we stopped that,” said the manager.

Nota said software-based services, such as downloading a parking assist product, were very well accepted, however. While activated hardware features are set to cease, software sales – such as for driving and parking assistants – will be expanded, according to Nota.

The heated seats subscription appeared in BMW’s digital stores in countries like Britain, Germany, New Zealand, South Korea and South Africa. A subscription for heated steering wheels was also removed from the company’s ConnectedDrive store, a BMW spokesperson said. – dpa