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.
BMW really doesn’t understand this business model. They tried to pull this shit with CarPlay in 2018 as well. Which one could buy as an €300 option, which was rediculous by itself, but was later moved to a fucking subscription.
It also caused a huge uproar, largely forgotten by Covid now, but they also had to backtrack that. And now they’ve tried it again, also to backtrack again.
Fix your cars to be a better value prop than that fuckface’s or the Chinese cars. Then you’ll make tons of money. Not by nickel and diming your customers.
No, you’re not understanding.
They save money by only producing the luxury model. Then they disable the feature electronically.
But to prevent you from just jailbreaking the car, they need to have a system to monitor your status. So they need to be able to check and update software that you can’t control, etc etc.
It’s still greed, but it’s like greed with extra steps.
People were objecting to the subscription, but they should have been objective to the locked features.
They’ll never stop the shitification, it maximizes profit.
Why though, if it’s cheaper? Do you rather pay for features you don’t use or pay to remove features?
If the features are in the car I have, I paid for them.
Yes, and no. Imagine it costs $20/car to install seat heating in every car, but by making two assembly lines, one for with and one without it every car becomes $25 more expensive. Software disabling costs $1/car. In this scenario it would cost more to make a car without physical seat heating than one with. This is just an extreme example to show the problem, with other costs it can be more complicated, but the principle stands.
Look at you thinking they put components you haven’t paid for in your vehicle. Sweet summer child. You do know what profit is right? That’s the money after everything is paid for, they don’t sell them without making a profit.
I never said that. Of course you pay for everything that’s in your car, but it’s certainly possible it would cost you more not to have them put it in there, that’s the crux of the matter.
Pretty sure ‘cheaper’ is a misnomer when profit exists.
The issue is that it’s not that people express do not want the option, it’s just that if it is cheaper, they might go without.
In other products I’ve been involved with, the dilemma crops up. 90% of our customers pay for a premium feature, or else the feature has become so cheap it hardly saves us anything, we decide “guess everybody gets the feature”.
The argument that I might be willing to accept is when a feature carries a very large development expense, and you want to defray the cost among those that demanded it, both as a different model for funding the development and for keeping track of waning interest to discontinue that effort. Related are things like patent royalties and licensing fees.
However, we are taking about some resistive heating elements in a chair, hardly an engineering marvel and not really subject to a limited set of demanding supplier nor an area to run afoul of active patents. Once safety regulations got to the point where manufacturers had to run wiring to the seats anyway for the airbag modules, the hearing elements become negligible cost. A lot of budget models even shrugged and just tossed the feature in at that point. In that context, is crazy that a premium brand would think to pull such an obnoxious move.
I want to own the car I just paid a lot of money for either way - that means all of the car.
I’d pay more for cars which are modular, like computers.