BMW wants customers to pay a subscription fee to use features the car already has installed, like a heated steering wheel or adaptive cruise control
In July, BMW will roll out a sweeping software update that includes digital personalization and on-demand functions.
BMW envisions a situation where, for example, if one customer wanted a feature that wasn't requested when they bought the car, it can be added afterward. And if that car came into new ownership with someone else, that new owner could also activate the features that they want. better details this subscription service by giving tech features — adaptive cruise control, lane-keeping assistance, adaptive suspension — and comfort features — a heated steering wheel — as examples.
According to CNN, the company said that hypothetically a first owner could purchase a three-year subscription to heated seats, which is how long that person would expect to keep the car. Then, the next owner could decide for themselves if they wanted to subscribe to the heated seats, too.
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