BMW has taken flak for weeks after beginning to sell owners in certain markets subscriptions to heat their seats. The backlash has been reminiscent of the initial recoiling in the gaming industry in the early 2000s, when Maryland-based developer Bethesda began squeezing more money out of customers who’d purchased the latest version of The Elder Scrolls, one if its most popular series. Gamers were nonplussed about paying US$2.50 to put unprotective shields on their player’s equine.
The car maker will, however, stick with its strategy to offer certain services reliant on hardware built into its vehicles for a fee, a spokesman said. In the UK, for example, owners can pay £15 to warm their bottoms for one month, £150 for a year or £250 for three years. Unlimited seat-heating costs £350.
BMW says its micro-transaction strategy offers greater flexibility. Customers can activate a feature like seat-heating only during the winter, or upgrade a used BMW that didn’t have the functionality when it was first purchased. Drivers can also test out offerings in its ConnectedDrive store before deciding to purchase them either temporarily or for good.