BMW tried it first at scale, and the internet went nuclear. In 2022, BMW began offering heated seats as a subscription service in some markets: a feature physically installed in the car, hardware
Remember when you bought a car and everything in it just worked? You paid for the vehicle, drove it home, and every button, knob, and feature was yours. No monthly fees. No "premium tier" to
Just when everyone thought subscription fatigue couldn't get worse, the auto industry has entered the chat. Carmakers are increasingly asking drivers to pay monthly or annual fees for features
BMW has pulled the plug on its heated seat subscription service. In a recent interview, Pieter Nota, the automaker's board member for sales and marketing, revealed that BMW would no longer offer s