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.
Agreed, subscriptions only make sense when there is an on-going service, like on-star (no idea if it is worth anything).
So if the digital assistant and driver assistance programs where getting service updates, then this would make sense. However, I’d say that driver assistance really shouldn’t need a lot of updates if it was truly ready for the road.
I agree. Some subset of ADAS are using things like LIDAR mapping data that do incur ongoing cost. For example, Ford relies on road having recent LIDAR data to let you take your hands off. So they have a subscription, and if you don’t pay… Well it’s almost the same except your hands have to stay on. It is vaguely less competent, but still pretty much follows the lines/traffic on its own.
Of course their pricing is way more than I think will work out, but I can at least understand why a subscription fee is associated.
The argument I could maybe see is that their seemingly fine ADAS system is at higher risk of being hit with a mandatory recall down the road. Those generally ignore all warranty limitations (e.g suddenly having to replace airbags in 15 year old cars…), but might spare them the expense for those who lack the features, or at least the revenue from the users helps fund the possibility of converting a related recall.