BMW Is Giving Up on Heated Seat Subscriptions Because People Hated Them
BMW Is Giving Up on Heated Seat Subscriptions Because People Hated Them
The blowback worked—but subscriptions for software-based new car features will continue, according to a BMW board member.
BMW Is Giving Up on Heated Seat Subscriptions Because People Hated Them::The blowback worked—but subscriptions for software-based new car features will continue, according to a BMW board member.
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give up
No. That's not what companies do.
BMW and Mercedes were the "leaders" in milking their customers and thus they got the most bad press. All BMW is doing is waiting until more companies start doing this and the whole idea of subscriptions in the car business becomes normalized to the public.
Unless consumers continue to shun this concept and the press blasts these companies for trying to push this nonsense, it will make a comeback in the years to come. Unfortunately, I simply do not think consumers will look at their long-term interests. Its like telling gamers not to pre-order the hottest upcoming releases because it encourages companies to release buggy software... all the pleading in the world ends up falling on deaf ears. Same too, I believe, will happen in the car market.
Not to mention that it's clear that they don't want to sell cars to individuals anymore. That's what all these subscription models point to. They are hoping to sell fleets of autonomous cars to corporations and cities, and us plebes can rent them when we need them. The upside for the manufacturer is that now they have the ecosystem to charge an extra $5 for A/C per ride, $3 for the radio, and $10 to roll down the windows.
Ew. Sounds gross, so it probably isn't far off.
I have no actual proof. This is just what I am guessing they are planning. I could be totally wrong, I just don't think that's likely.