BMW Heated Seat Subscription Backlash (2022-2023)
July 2022 - September 2023What Happened
BMW began charging monthly subscriptions for heated seats in vehicles that already had the heating hardware installed. In some markets, drivers paid £15/month or £150/year to use seats that were physically present but software-locked. The company framed it as reducing production complexity.
Outcome
Widespread consumer backlash led BMW to suspend heated seat subscriptions in September 2023. Board member Pieter Nota cited customer response as the reason.
The controversy highlighted consumer resistance to subscription-based hardware features and established that automakers can face significant reputational damage when remotely controlling paid-for functionality.
Why It's Relevant Today
Both cases involve automakers using software control to restrict hardware consumers have already paid for. The BMW case shows consumer backlash can reverse manufacturer decisions; the Toyota case adds government compulsion to the equation.
