For some strange reason, bmw they believe that the microtransaction model so criticized in video games can work in the automotive sector. The German company announced that in various countries of the world will start offering heated seats on a subscription basis. In other words, this add-on can be integrated into your car, but if you don’t pay the monthly fee, you won’t be able to use it. Yes, this is probably the most ridiculous thing you’ve read in a long time.
In particular, a BMW subscription to heated seats will cost monthly $18. However, since this is a company that cares about the pockets of its customers, it will also allow them to pay $180 per year, so you get two free months of heating when you choose an annual membership. But the “discounts” don’t end there, as there will be a three-year option for $300 and “unlimited access” in exchange for $415.
as assembled The VergeThe BMW Subscription is currently available in the UK, Germany, New Zealand and South Africa. However, it is very likely that it will soon spread to other regions.
Of course, car brands often charge extra when we want to add an accessory or technology to our car; even to unlock some software features of the infotainment system that generate recurring costs for the manufacturer. which it is not normal that we are charged for using a hardware component that is already built into the vehicle.
One might think that offering heated seats on a subscription basis is a way to make it easier to pay for an extra item. However, are we sure that the brand does not initially charge for heating? Well, no… That $415 payment may have already been made when you bought the car.
While the automotive industry is clearly very different from the video game industry, the latter has followed the same practices for years. There have been instances where players, despite paying full price for the game, had to pay an additional fee to access content that was already in the game. A very similar situation arises with BMW heated seats. Those in Munich need only be reminded that these ideas are infuriating the market.
BMW has already shown interest in trying their luck with microtransactions., though just focused on unlocking digital features. In 2020, for example, they offered a digital key and Android Auto wireless support in exchange for a flat fee. Back then, they hinted at their intention to provide access to other features of their operating system, but this is the first time they’ve done this with hardware. Will your strategy be successful? Let’s see in the future.
Source: Hiper Textual
