[EngineGoBrrr]

Businesses speak the language of money, so we will just vote with our wallets.

Paying for software makes more sense than hardware. Since there are necessary updates throughout its life cycle. Paying to unlock increased power for Polestar or MB is essentially paying for a warranty on a tune. How they approach it is a different issue as Polestar is a one time payment whereas MB is a subscription.

Having a subscription just to turn on existing hardware will most likely not sit well with consumers. I understand that the original owner and subsequent owners may or may not want the heated seats and can subscribe to their liking. But if the car originally has heated seats, then it would also have an impact on the resale value.

Would be interesting to see if they start charging a subscription for AWD later down the line. Where your car is RWD only unless you pay a monthly subscription for AWD. Because by the same logic, one would only need AWD during the winter months, correct?

[F32Fleet]

It's ridiculous because the hardware is already installed. Believe it or not but there is a difference in the feel between seats with and without the heating elements.

[cooolone2]

Leasing and subscriptions, well ok. Seems to fit the market for those who don't want to own or retain ownership. For those who purchase or intend to keep their vehicles, then subscription is ridiculous!

The problem is BMW fixing what isn't broken. It's not introducing subscription on a market need, they're creating the need. Same goes for the recent exterior discombobulation of their formerly attractive designs...

Subscription + Poor Aesthetics will work out great for BMW... Lol