A year ago, BMW enabled car owners to activate the heated seats service via subscription. Weak interest was the reason for the quick failure of this project, so the Bavarian company decided to cancel this option.

This service was not the only one on offer, there were others such as a subscription to a heated steering wheel. BMW provided this service only in certain markets and in South Korea it cost 18 dollars per month. Quite expensive, considering that some models come with these options as standard.

Obviously, BMW’s expectations were high, but this service did not attract enough customers and the Bavarian manufacturer abandoned it. The information was confirmed by Pieter Nota, a member of the BMW management in the sales and marketing department. He stated that the subscription rate was too low, as users felt they were paying double for this service, since they could pay for the same when buying a car.

BMW has announced that the subscription will remain for other functions, so the focus will be on subscriptions for parking assistance, improved navigation or other advanced assistance systems.

Source: BMW