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BMW Commits To Subscriptions Even After Heated Seat Debacle 170

Posted by msmash from the as-a-disservice dept.
BMW may have retreated from its controversial plan to charge monthly fees for heated seats, but the German automaker is pressing ahead with subscription-based vehicle features through its ConnectedDrive platform.

A company spokesperson told The Drive that BMW "remains fully committed" to ConnectedDrive as part of its global aftersales strategy. Features requiring data connectivity will likely carry recurring fees.
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BMW Commits To Subscriptions Even After Heated Seat Debacle More

BMW Commits To Subscriptions Even After Heated Seat Debacle

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  • Explain (Score:5, Insightful)

    by PPH ( 736903 ) on Wednesday February 04, 2026 @10:07PM (#65969590)

    Features requiring data connectivity will likely carry recurring fees.

    ... how keeping my ass warm requires an Internet connection.

    • Re:Explain (Score:5, Funny)

      by sinij ( 911942 ) on Wednesday February 04, 2026 @10:29PM (#65969608)
      Easy. Such heavy load has to be distributed.

    • Re:Explain (Score:4, Informative)

      by thegarbz ( 1787294 ) on Thursday February 05, 2026 @07:45AM (#65970008)

      No it didn't. That was an *option*. At no point did BMW cease offering heated seats as an outright purchase.

      And that's before anyone points out to you that requiring an internet connection for seat heating wasn't and isn't how anything works.

      • Re:Explain (Score:5, Insightful)

        by MBGMorden ( 803437 ) on Thursday February 05, 2026 @10:35AM (#65970236)

        The option itself was what set people off.

        Even if there is an offer to heated seats to be a purchase, having the OPTION to pay monthly made a truth obvious to the public that anyone can understand: You can't download seat heating. That's hardware that's either there or its not, and if you're charging monthly for it then its already part of the car that I've paid for and this car is already perfectly capable of performing the function - you just want more money to enable it.

        People would have been pissed to find out that the heating hardware was there and just "turned on" even if it was a purchase option rather than a subscription, but most people would never think about it or notice. The subscription option though made that fact very, very obvious.

        • Re: (Score:2)

          by PPH ( 736903 )

          So, go to the dealership and negotiate a purchase. Right at the end, when they ask about the heated seat option, just say "No thanks. And could you please remove the hardware. My uncle was executed in an electric chair. And ever since, I've had this thing about electrified seats."

          When the salesman says "No", just say the deal's off and walk out.

      • Re: (Score:2)

        by jvkjvk ( 102057 )

        So what if it is an *option*.
        People hated the idea of a subscription model for something that inherently doesn't need or require one to be profitable.
        I will never get a car from a manufacturer that has such practices.

    • It does not.

      The summary makes it pretty clear that heated seats is (for now) not going to have monthly fees.

      But there will be other features that require a subscription.

  • New Subscription - only $149.99/month (Score:5, Funny)

    by silvergig ( 7651900 ) on Wednesday February 04, 2026 @10:08PM (#65969592)
    For a Beemer, it's the Pretentious Dickbag Subscription. For another $799.99/month, we'll put a middle finger where the turn signals would normally be.

  • Not only BMW (Score:5, Informative)

    by sinij ( 911942 ) on Wednesday February 04, 2026 @10:26PM (#65969604)
    This abuse is a direct consequence of connected cars. Lexus (Toyota) is charging subscription to use in-dash GPS. They hide it behind giving away 1 year trial, so if you go to test drive one you might not even know that such feature is a subscription.

    • Re:Not only BMW (Score:5, Insightful)

      by 93 Escort Wagon ( 326346 ) on Thursday February 05, 2026 @12:04AM (#65969712)

      And, right there, you find the real reason so many manufacturers are no longer offering CarPlay and Android Auto.

      If you use either of those third-party services, you'll find you don't have much need for the manufacturer-provided network connection, GPS maps, road condition reports, local speed limit info, etc. etc.

      • After Renault wanted to charge too much money for only a select few country maps in Europe, I got a cheap Chinese Truck GPS with all the maps.
      • Not really. They can totally charge for keeping CarPlay and Android Auto up to date, which required periodic updates (which need to be developed, tested, deployed, so yea, it costs them money). Without updates, your phone stops connecting to your car because it's too old, unpatched, whatever.

        • Evidence for this? My 9 year old VW is the first year that carplay was available, wired only, and has never needed upgrading to work seamlessly with phones from 6S to 13.

      • Luckily, a windshield mount for a phone costs about $20, so you can use Google Navigation and streaming via Bluetooth, even without CarPlay or Android Auto. It sucks compared to having the real thing, but it's still far better than paying for a subscription.

    • Re: (Score:2)

      by leonbev ( 111395 )

      Tesla has been doing this as well. They buried navigation with traffic into the "premium connectivity" package for $10 a month along with music streaming.

      This probably also explains why Tesla doesn't support Apple CarPlay, because it gives you an easy bypass to those missing "premium" features.

      Of course, they also made "full" self driving a $99 a month subscription as well.

      • Re: (Score:2)

        by quenda ( 644621 )

        Tesla has been doing this as well. They buried navigation with traffic into the "premium connectivity" package for $10 a month along with music streaming.

        This probably also explains why Tesla doesn't support Apple CarPlay,

        Tesla want you using their navigation service so as to get better training data for self-driving. The $10 for internet connection is not crazy.

        Of course, they also made "full" self driving a $99 a month subscription as well.

        Yes, FSD is mostly software, so subscription is more acceptable than for hardware. But taking away the option of a one-time purchase price for FSD does feel like the beginning of enshitification.

        • Re: (Score:2)

          by jvkjvk ( 102057 )

          >Tesla want you using their navigation service so as to get better training data for self-driving. The $10 for internet connection is not crazy.

          So it's not crazy to materially help Tesla by using their navigation service AND having to pay for the privilege? Shouldn't *they* be paying *me* for helping their training data?

    • Why would I use in-dash GPS? Most of those systems are terrible compared to your favorite mapping application on your phone.

  • The lever you have pulled--brakes-- Is not in paid (Score:4, Funny)

    by Joe_Dragon ( 2206452 ) on Wednesday February 04, 2026 @10:34PM (#65969610)

    The lever you have pulled--brakes-- Is not in paid for.

  • First you pay, then you pay and pay and pay again. (Score:3)

    by johnnys ( 592333 ) on Wednesday February 04, 2026 @10:38PM (#65969612)
    This is just "rent-seeking". The only way to win is not to play.

    • >"This is just "rent-seeking". The only way to win is not to play."

      Don't buy any modern vehicle with advanced tech, then. They pretty much all do this now with advanced connected services. My vehicle came with 3 years included of the most advanced services (like ProPilot 2, traffic data, weather feeds, etc), and 5 years of basic services (like map updates, nav data, remote app unlock/find/climate start, stats on charging/tire pressures/etc). After that period, one must purchase a plan or those particu

      • >"This is just "rent-seeking". The only way to win is not to play."

        Don't buy any modern vehicle with advanced tech, then. They pretty much all do this now with advanced connected services. My vehicle came with 3 years included of the most advanced services (like ProPilot 2, traffic data, weather feeds, etc), and 5 years of basic services (like map updates, nav data, remote app unlock/find/climate start, stats on charging/tire pressures/etc). After that period, one must purchase a plan or those particular services will go dead. I think their PRICING on the plans is ridiculous, but there is certainly a cost involved for them and effort and liability. So it is worth something. Thankfully I don't have to worry about it for quite a while yet.

        I just got up, on my first coffee, but I have a nice big screen on my Jeep dash, my wife has the same on her Cherokee, and we have ApplePlay which has not charged us at all. Does the rest of the world actually pay subs for their systems?

        I could be missing something. I'm having a little trouble with people making heated seats and non-subscription services that work with your smartphone the same sort of thing.

        • My final build 2020 Fiata came with 3 years of GPS upgrades, then subscription. Except upgrades were simply discontinued at the 3 year mark.

          • My final build 2020 Fiata came with 3 years of GPS upgrades, then subscription. Except upgrades were simply discontinued at the 3 year mark.

            That's why I like ApplePlay or AndroidPlay. plug your phone in, or use Bluetooth, and GPS ia always up to date, and you have all manner of features, plus it updates when the. phone does for free. Great for hands free phone and text (at least on ApplePlay in my Jeep)

  • Ahh! (Score:5, Funny)

    by warp_kez ( 711090 ) on Wednesday February 04, 2026 @10:38PM (#65969614)

    This explains why BMW drivers don't indicate when changing lanes or turning: they haven't paid their subscription fee for the indicators.

    • Meme: Blinkers Might Work. Direct experience: Burned More Wiring.

    • Only the subscription fee for being able to use the left orange light at a different time from the right one.

      The orange double flash signal for "I've parked like a bellend" is free and requires no subscription.

  • That's gonna be a big nope for me. Vote with your wallet.

  • Duh (Score:5, Insightful)

    by markdavis ( 642305 ) on Wednesday February 04, 2026 @10:57PM (#65969632)

    >"Features requiring data connectivity will likely carry recurring fees."

    Duh. That is not controversial. ALL the manufacturers do that. Map updates, cellular data service, road condition and construction overlays, semi-autonomous driving liability, etc, are legit continuous costs and effort by the manufacturer, and that is understandable.

    That is COMPLETELY different for charging for heated seats, in which the owner already has the hardware, and there is no software updating, no services provided, and no expense to BWM.

    • Re: (Score:3, Interesting)

      by sound+vision ( 884283 )

      I assume they get the traffic and maps from Google, or whoever Google gets it from. Why wouldn't I just get it for free from them?

      That Slate truck is starting to look really nice. No screens, no apps, except the ones I choose to add. If network connectivity is totally absent from the vehicle, I might even buy one.

      • Re:Duh (Score:4)

        by markdavis ( 642305 ) on Wednesday February 04, 2026 @11:29PM (#65969670)

        >"I assume they get the traffic and maps from Google, or whoever Google gets it from."

        Not in my vehicle. Regardless, the manufacturer typically has to pay for all the data on mapping, geo, traffic, weather, conditions, etc data. That is probably also true even for Google's data. Corporate use like that for resale isn't the same as just using it on a personal phone. Plus they are paying for the wireless mobile data connection to get some of that into your vehicle in real-time.

        >"Why wouldn't I just get it for free from them?"

        Because it doesn't work that way :) Examples- you can search Google for "free", or look at weather data online from Wunderground for "free"... they get paid by selling YOU. But if you want to use their stuff in your products, then you have pay Google or Wunderground for API access and resale licenses fees.

        >"If network connectivity is totally absent from the vehicle, I might even buy one."

        That is pretty much what it comes down to at this point. But even lower-end vehicles are starting to get all this connected stuff. It is also a privacy nightmare.

        • And what makes you believe BMW ConnectedDrive doesn't track and sell you?

          • >"And what makes you believe BMW ConnectedDrive doesn't track and sell you?"

            What makes you believe I don't think that? In fact, I am pretty sure they, too sell such data. (If they don't, others do). Not sure that would be enough to pay for the services, however. But that is a good point :)

      • Mercedes and Tesla use Google data, but I don't think BMW does. Not sure who they use.

      • If you want a vehicle that does not use data-related features, you don't have to rule out BMW, just just have to not pay their subscription. (It's even the point of this story.)

    • Absolutely agreed, and on top of that, to charge for seat heating implies a lot of added features that need developing and debugging, none of which going towards the benefit of the customer. In other words, BMW was going to go out of their way to rip their customers off, which is a clear sign the management is off their rocker.

    • But those are connected seats! I mean, connected to the car. With connected bolts! Therefore, the subscription.

      Of course, we can also offer a free, non-connected seat experience. The new BMWs will therefore be delivered with stools.

    • No different that Tesla selling larger software locked batteries for a price of the smaller battery. They also tries selling software locked performance motors. What always confused me was that people would prefer to get an inferior, not upgradable battery or motor, over a higher performance part that is software locked. Tesla did end up building less capable motors with thinner winding wires which would burn if you put more power into them, it somehow made people happier to get this inferior motor. Same wi

      • What always confused me was that people would prefer to get an inferior, not upgradable battery or motor, over a higher performance part that is software locked....Full disclosure, I owned one of those hated software locked batteries, loved it, saved $9K on the car price, charged the car to 100% every day knowing it's not actually 100% state of charge, had a higher power output because the battery had higher nominal voltage (more cells), and had an option to unlock the rest of the battery whenever I wanted.

        Because the thing is, deep down, everyone knows that Tesla isn't selling a $5,000 battery for $2,500 and gambling that 51% of buyers will pay for a software unlock...unless Tesla is going to open up their books and verify that they're doing that, the assumed reality is that they're selling a $5,000 battery for $5,500 and then gambling that people will pay them pure-profit to send an unlock code to a vehicle that the person already paid for.

        The psychology is something like if you were to buy a house, and alt

    • That is COMPLETELY different for charging for heated seats, in which the owner already has the hardware, and there is no software updating, no services provided, and no expense to BWM.

      This has always been the case in cars. The difference between many different types of engine performance were software related. That's why after market chipping has been a thing since fuel injection was invented. People have always had the hardware with varying capabilities.

      Also BMW at no point stopped offering heated seats as an outright purchase option. The only thing they did to you was offer you the ability to upgrade your cheaper trim at a later date to one with a feature of a more expensive trim via s

      • This has always been the case in cars. The difference between many different types of engine performance were software related.

        False. It's very rare that an engine makes substantially different power levels in different vehicles without mechanical changes.

        That's why after market chipping has been a thing since fuel injection was invented.

        False. When EFI was first introduced there were almost no vehicles with different power levels without mechanical changes. After market chipping was introduced not to simply get the same power out of different models, but to get more power than the manufacturer allowed period. However, this also meant not meeting emissions standards. The purpose was to bypass emissions-related lim

        • False. It's very rare that an engine makes substantially different power levels in different vehicles without mechanical changes.

          Since we are talking about BMWs here, you can get substantial power increases with just a flash or piggyback tune, though no question they work best with other bolt-ons like larger intercoolers and catless downpipes to help them breathe.

      • The only thing they did to you was offer you the ability to upgrade your cheaper trim at a later date to one with a feature of a more expensive trim via software instead of forcing you to spend thousands on a seat replacement. But somehow that doesn't sound as rage inducing

        That still makes me angry, since it shows that asking you to 'spend thousands on a seat replacement' was also a scam since they can afford to sell the base trim cars with the same seats.

    • Re: (Score:2)

      by Junta ( 36770 )

      Well, not all, but it's at least understandable to charge to keep that car's SIM in good standing. However a number of vendors have cellular connectivity and don't charge for it. They generally have some upsell, but they keep the basic connectivity either as a loss-leader or aid in service.

  • Heaters legislative compromise (Score:3)

    by backslashdot ( 95548 ) on Wednesday February 04, 2026 @11:05PM (#65969646)

    You can turn on the heaters for free, but to turn it off you have to pay.

    • MercedesBenz had mirrors with heating that was always on.If you didn't drive for 2 weeks, the battery would be empty.

      • Few weeks of not driving will drop the battery too low to start the car in many modern cars (the last 2 I've owned for sure). I got one of those portable battery pack starters, and leave it in the trunk since these days, I'm in the wife's car 99% of the time.

        • Both of my cars can be left parked for four weeks without noticeable battery loss. Two things you can do that might be easier than keeping a charged jump starter in the trunk.

          1. Find the parasitic power drain in your vehicle. Some hard-wired dash cams and other aftermarket accessories drain power even if the car is turned off. To find the circuit draining your battery, turn off the car and connect an Amp meter inline with the battery. Start pulling and inserting the car's fuses until you find which cir

          • To find the circuit draining your battery, turn off the car and connect an Amp meter inline with the battery.

            There is an easier way except for circuits protected with J-case fuses. Backprobe the fuse and use a voltage drop chart.

      • But those mirrors would be frost-free for those two weeks.

  • When subscriptions are good ideas. (Score:5, Insightful)

    by gurps_npc ( 621217 ) on Wednesday February 04, 2026 @11:13PM (#65969654) Homepage

    If it costs your companies money to provide the service every month, then it is a good idea to charge a subscription for the service.

    If it is costs you nothing to provide the 'service', then you are a scum sucking thieving bastard that is trying to rip off your customers.

    Example1: To print a magazine every month and deliver it, costs you money: SUBSCRIPTION.

    Example 2: To let them use something they already bought: NO SUBSCRIPTION.

    • Re: (Score:2)

      by Tablizer ( 95088 )

      Right before you shake on a deal, start to walk away unless they remove the fee.

    • Ok, answer me this. If you were buying a car, for the exact same price, would you rather:
      a) buy a car without heaters in seats
      b) buy a car with heaters in seats with an option to unlock it at any time in the future for a price

    • Example 2: To let them use something they already bought: NO SUBSCRIPTION.

      Except they haven't bought it. You have always had the option to buy heated seats outright. Instead what was offered was a cheaper trim without heated seats with the option to enable a feature later. That's what you bought and paid for. The hardware and the performance of the hardware has always been mismatched in cars. Heck I remember changing software in my dad's car 30 years ago to squeeze an extra 30 bhp out of the engine. The hardware didn't change. Does that mean everyone was being ripped off because

  • It makse sense... (Score:3)

    by jonwil ( 467024 ) on Wednesday February 04, 2026 @11:18PM (#65969664)

    Charging ongoing money for features that have ongoing costs (such as costs for cellular data connectivity, costs for the work to keep maps up-to-date, costs for licensing media, costs to improve software etc) makes sense and I am OK with it.

    Charging ongoing money for something that doesn't have ongoing costs (like the heating elements built into the car at the factory that should never need to be touched for the life of the car) does not.

    • Then don't pay it. BMW has always given you the option to buy heated seats outright. For those people who may opt to want this at a later date, or don't intend to keep their car for long it presents a discount on what they would otherwise pay.

      People who are getting angry at this need to go do some research or take some highschool math class (or both).

  • I don't ever want a car that requires a constant connection to the cloud, for whatever bullshit reason anyone comes up with. Paying a monthly fee for something I already own. Well fuck you. Looks like the remainder of my life will be filled with used cars from ~2000 to ~2018.

    • You have to look around, but you may still have some options. My girlfriend wanted a mechanical parking brake because she had trouble with one of the electronic ones. That led her to a Suzuki S-Cross she absolutely loves.

      I hope you find what you're looking for. I'm still hanging on with an older Nissan that has all kinds of bells and whistles, but absolutely no desire to "phone home".

    • Re: (Score:2)

      by Viol8 ( 599362 )

      I wish you luck but even early 2000s vehicles are stuffed with electronic modules that won't last more than a few decades and may become impossible to replace.

  • Subscriptions for features requiring data connectivity is completely reasonable.

    Subscriptions for features already built into your car, like heated seats and adaptive cruise control, are not reasonable.

  • 2019 Camry Hybrid. I got in exactly at the right time. No subscriptions, modern everything, no continually warning me not to pirate music, CarPlay supported. Nice screen. Physical controls for everything that should be knobs, dials, and sliders. It's just quietly good at being a great car. 7 years and 100k km later, not a single failure of any kind.

    I have owned only brand new cars since 1994 - and I'm done. When the time comes, I'll be shopping for a throwback. I am opting out. Cars are far too expensive no

  • Interactive gaming is another excellent opportunity for post sale recurring revenue.

    "Dial of destiny" - Windows blacked out, GPS disabled, vehicle drives you to a random location. Hints on how to get back home cost $10/ea.

    "Hot seat" - Drive around town trying to locate a random destination selected by your vehicle. Seat temperature increases or decreases as you get closer or further. This game is always on and costs $10/day to postpone.

    "Boiling frog" - On hot summer days the driver must continuously yell

  • This will make owning BMW a status demotion. Essentially, a statement that you can't afford a car that has all the features enabled upfront. BMW is cheapening their brand.
  • I have always gravitated towards German cars because they were once very reliable and have luxury features that were actually useful. Sad to see them use cheap materials and go down the path of subscription bullshit.

    • I have always gravitated towards German cars because they were once very reliable

      OK, but what do the 1980s have to do with any time period after that?

      Sad to see them use cheap materials

      You mean like the shitty plastics in the... *checks notes* 1970s and later?

  • If some features are subjected to subscriptions, that means that the feature is installed in the vehicle. Thus adding weight. And more weight means more fuel consumption. So, are we entitled to ask for compensation for feature we never asked for ?
    I got my driving licence on a car that was close to one ton.
    My first own car was around 1.3 tons (Peugeot 307).
    My current car is around 1.5 ton (Honda Civic).
    I know, security adds weight.
    But heating seats too. Motors for stupid things too. Meaning more weight.

  • Manufacturers already incurred a cost to keep stock inventory and service technicians trained just in case they had to fix your car under warranty. So the 'if the manufacturer incurs a cost then subscriptions are OK' argument isn't as clear cut as some in this thread are making out.

    But for heated seats etc where the hardware is already there. Scum.

    • The hardware may be shipped on all cars because is simplifies the production, supply chain, and inventory. Imagine there is a feature that only 80% of people want to pay for. Managing production and inventory of a separate configuration of a car that only 20% of customers want would incur greater per car costs than the most popular 80% car. So, rather than force everyone to pay for the feature, the manufacturer offers to disable the feature so they can sell you a cheaper car, eating the cost but hoping to r

      • Re: (Score:2)

        by rjforster ( 2130 )

        Good points. I admit I did simplify my point for clarity and didn't add the nuance of manufacturing lines and the logistics of that.

        To answer your question, it would depend on the feature and both the utility to me and the failure modes if it goes wrong. A feature that automates something I normally do manually (say automated windscreen wipers) but puts the car in 'limp' mode or outright refuses to drive if the sensors break would be something I wouldn't want present on the car - assuming I had all the info

  • I have many ways at my disposal to reveal just how big my dick is that do not include being seen in public driving one of the cars that you make.
  • It sounds like they realize people won't stand for subscriptions to enable something physical that can be turned on and off with a switch, but are ok with anything that makes sense as a subscription - like things requiring regular updates. I wouldn't want to pay for map updates, for example, which is why Android Auto is so much better than the old built-in GPS systems. But I'm sure that's why some car makers are going away from that unified model and reverting to their own in-car app ecosystems. They'll on

  • A car made for douche bags manufactured by douche bags.

  • The proposed subscriptions were CHEAPER than buying the features outright from the factory, but all the crybabies who would never buy a BMW either way ruined it.

    With the heated seat subscription, the pricing was $18/mon, with options to subscribe for a year for $180, three years for $300, or pay for “unlimited” access for $415. Without the subscription it's $500 for the same option from the factory. So folks could have saved $85 buying the unlimited access subscription, rather than ordering it f

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