@George-K said in BMW Is Giving Up on Heated Seat Subscriptions:
Later in the article:
"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," Nota told Autocar.
That's one perspective; another is that BMW was absolutely double dipping with heated seat subscriptions. The company started down that route to reduce production costs, making each car cheaper to build by streamlining the process. Fair enough. However, those reduced costs weren't then passed down to buyers via lower MSRPs. Customers were technically paying for those heated seats anyway, no matter whether they wanted them. Then, BMW was not only charging extra to use a feature already installed in the car, but also subjecting it to subscription billing, even though seat heating is static hardware not designed to change or improve over time.
tl;dr
"We're a bunch of fucking assholes"
